Direct mail copy can present a challenge. First, you only have a small window of opportunity to catch a reader’s attention. Then, once you get it, you need to convince them to invest time in reading your content. How do you go about catching their eye? What makes them want to read further?
The simple answer to that question is a captivating image and powerful, attention-grabbing words.
Use Images to Draw the Eye
Visuals paint a picture of your brand and the offer. The most important aspect of selecting an image to represent your product is to know your audience. What motivates them? How will they respond?
Once you decide on a subject, you need to consider style. What type of mood do you want to establish? Color plays an important part in setting the tone of your offer. Vibrant colors project a fun, lively, upbeat feel. That would not be appropriate coming from a funeral home. You need to know your audience.
You can also use imagery to set a time or place. For instance, a cruise line would use images of the sun and ocean, not a desert. That seems obvious, but too often, people don’t spend enough time considering all the aspects of the images used within their direct mail copy.
Finding the Right Words for Your Direct Mail Copy
Words are powerful. They have the ability to persuade, antagonize, encourage, and engage. Give careful consideration to the words used in your direct mail copy. Consider your target audience and reach out to them with the words that appeal to their needs.
Words Show Emotion
Studies show that customer response improves once you develop a connection. Use words to influence how people feel about your brand. Differentiate yourself from the competition. Once you forge that emotional bond, then you stand a better chance at turning leads into sales.
Don’t overdo it, but try to incorporate such words as love, hate, adore, care, etc. in your direct mail copy. You want to stimulate the reader’s feelings.
Words Project Power
Speak forcefully. Don’t say “you might meet people at this event…”, instead, be positive. State your words boldly, “You WILL meet people at this event…”
Cement in your reader’s mind what they can expect. Don’t let them doubt the value of your offer for a single moment. Use power words such as get, receive, find, accept, etc. in your direct mail copy.
Use Words to Convey Meaning
Clearly and succinctly explain your offer. Make it jump off the page. Your reader doesn’t have time for fine print or complex messages. Use short phrases and very specific language to make it simple for them to understand.
Establish Trust and Credibility With Words
Nothing builds credibility like words. Pick the right phrases to let your customers know you can be trusted. Show them that you are knowledgeable in your industry. Give them confidence in your company and your product. Using the right words in your direct mail copy is crucial in establishing that coveted connection.
Write Compelling Copy for the Best Direct Mail Response
Sure, you can write up a direct mail offer on your own. However, Mail Manager has been in the direct mail business a long time (over 25 years). During those years, we conducted test after test. We know what works and what doesn’t. Why not take advantage of our expertise?
We handle every aspect of a direct mail campaign from mailing databases to the final trip to the Post Office. No matter what your need – design, layout, or printing, we are there to help. In particular, we craft compelling offers specifically for your target audience. Words are powerful, and we know how to use them to your advantage.