How To Write A Direct Mail Offer that Generates a Response
When writing a direct mail piece you are really writing sales copy. The very term “sales copy” can be very misleading. Although your goal is to sell, great sales copy is not focused on the sale. I know what you’re thinking. “How can this be?” Right? The first rule of selling is not to over-sell when you are writing your direct mail offer.
In this article, I am going to cover five of the most common mistakes that those who write direct mail pieces make.
Forget poetic writings
You may be tempted to show off your creative side and write lovely poetic direct mail letters, but this is a definite mistake. While it takes creativity and talent for this type of work, creative writing doesn’t sell very well. Simple and to the point direct mail is what will get your message out and sell your products or service. Dan Kennedy is considered a marketing genius and says, “When people are giving the reading of your letter a piece of their very valuable time, don’t waste it. Get to the point.” He continues to say, “Go ahead and say what it is that you need to convey and let them then decide”.
It is not about you
Do not fall into the trap of telling your reader about yourself and how wonderful you are as well as the many accomplishments you have achieved. Remember this – it is important. Talk less about you and more about the benefits your products or services offer. People are seeking an answer to a problem they have. People care more about your product’s or service’s benefits than its features. Your buyers want to know how it will help them solve their problem. Never write a direct mail piece that only lists the features of your product.
We have all heard that Headlines are extremely important and they definitely are. The only purpose of a headline is to get your reader into the next sentence. Likewise, every sentence after the first must accomplish the same. Each sentence must make the reader want to read the next.
If you think about what you consider dull when you read a direct mail piece, your thoughts may go to the content being too technical. When selling automobiles, you do not have to explain the inter-workings of the engine and transmission to your reader. They just need to know how this automobile is going to make their life better.
Where is your call to action
It is surprising the copy-written pieces you see that leave this out. The fact is, direct mail is about getting your reader to do something. You may want your customer to call, go to your website or give you their email address. Or, you may want them to go ahead and get that credit card out of their wallet. It doesn’t matter what action you want your customer to take, you have to tell them to take it.
To summarize, keep your writing simple and to the point. Do not let your direct mail piece be about you. In addition, don’t be dull, and make sure your headlines will entice your reader to read on and on.