How To Write Direct Mail That Really, Really Works!

So, you have something you want to sell. It may be a product, a service, or a cause. It could be a membership, a subscription, or a motor car. It might be paper, health products or the idea that the humane society or the Alzheimer's association is worth giving money to. It could be computer equipment, hand-sewn dolls clothes or garden gnomes.

Whatever it is you are selling, you need to let the right people know you're selling it. And one of the most effective ways of doing that is through direct mail.

Direct mail works best if you know the type of person who buys your product or service. For instance, if you sell to building contractors or pet owners you can get a targeted, personal message to them quickly and easily.

What's more, computers make it possible for small businesses to produce professional looking mailings at a very attractive price. They make it possible to select names from mailing lists by demographic classification, frequency of purchase or by amount of purchase. Computers allow every letter in a mailing to include the name of the addressee, not just the salutation but several times throughout the body of the letter.

Here's some tips that will help you make your campaign more effective?

Always include a letter in your mailing

This may sound obvious but many mailings only contain a brochure. This is a mistake. There's a saying "Brochures are sent by companies, letters are sent by people." You need a letter because a letter is personal. And because letters persuade people to buy.

Get your letterhead right

What paper, layout and design you use are very important. I recommend you steer clear of official company letterhead and design something more in keeping with your message.

If you want people to telephone, make your phone number stand out. If you want them to visit your web site, do the same. Your address is less important because even if you want people to reply by mail they'll expect a reply paid envelope. Don't put fax and telephone together ? it's confusing for people. Avoid using telephone numbers using letters such as, 1-800-OUR SHOP. If you absolutely must use this type of number make sure you place the numeric number close by.

Write long letters

Most people don't want to write long letters, they worry they'll sound rambling, or they think long letters don't sell. But a long letter serves a purpose. If your prospect is going to buy your product, or contribute to your cause, he needs a lot of information. A short letter can't hope to give him enough information to consider making a purchase.

A good rule to follow is: Keep selling until you run out of selling points. By the end of your letter your prospect should have more than enough information to make a decision.

Write a friendly greeting

When possible address your prospect by his name, as this will increase your response rate. If you don't have an individual name, you'll have to use a title such as Dear Business Manager, or Dear Creative Director. Don't address a householder as, "Dear Householder," Instead use, "Dear Animal Lover," or "Dear Mercedes Owner.

Use an attention-grabbing headline

Make sure your headline is at the top of the letter. Use it to highlight the main benefit. Make sure it's easy to understand and tells your reader why he should read your letter. Avoid headlines that try to be clever, or funny. They rarely work.

Ask for what you want

Don't be slow in asking for the sale. If you want the reader to buy your garden gnomes, tell him so, near the beginning. If you let him get half way down the page before telling him what you want, your letter will end up in the trash.

Write from me to you

Make your letter personal. Have one customer in mind while your writing it and address him as if he were sitting right beside you. Use the word "you" frequently. Instead of saying, Our lingerie is sexy" say, "You'll look sexy in our lingerie." Change, "Our blankets are warm and comfortable," to: "You'll be warm and comfortable in one of our blankets."

Get your reader to act NOW

By the end of your letter, the reader should have all the benefits of your product or service, and have become more and more interested. Now you need to get him to act. Tell him clearly and simply what you want him to do: telephone, fill in the reply card, send money, visit your web site or get a representative to call.

Finish with a PS

Make sure your PS sounds like something you "just remembered to say. But, try not to start your PS with the word "Remember" as it shows what you're about to say contains nothing new. Instead, use the PS to highlight a benefit not already included in your letter.

About The Author

Julia is an independent copywriter and consultant specializing in search engine marketing and copywriting, direct mail and other materials businesses need to increase their sales.

juliahyde.com

info@juliahyde.com

---

Its Not What You Say But How You Say It

Copy is all about words. Or is it?Copy is about... Read More

Fundraising Letters: Where To Find Creative Ideas For Your Appeals

How do you make your fundraising letters creative and fresh... Read More

10 Tips for Tech-Writers

Tech-writing is a tricky business. It's not a very high... Read More

When Panic Attacks Writers

If you write for a living, you deal with deadlines.... Read More

Can 97% of Netpreneurs be Wrong?

Why Some People's Ads Almost Always Make MoneyDiscover the Master... Read More

10 Tips for Aspiring Freelance Copywriters

Every week I receive a couple of emails from people... Read More

How to Write a Sizzling Sales Letter, Part 1

When you sit down to write a sales letter to... Read More

To Start Making Cash from Your Online Writing, You Must Draw Blood First

Writers write just like painters, paint on canvas. This is... Read More

Cleaning Up Your Copy

When you are beginning to write, you gather as much... Read More

5 Critical Mistakes Most Freelance Copywriters Make

Think you have what it takes to be a freelance... Read More

7 Essential Tips for Reviewing and Approving Copy

Nothing can turn strong copy into a 97-pound weakling faster... Read More

Why Your Advertising Copy is not the Most Important Part of Your Ad

If you own a shop in the middle of the... Read More

Health and Fitness: A Huge Industry in Need of Writers

Think about how much you read about and spend on... Read More

Content is King

IntroductionA pencil. Yes, a pencil. In my opinion, every great... Read More

Professional Copywriting Services - How to Provide Your Own

Just because you're running a small business doesn't mean you... Read More

7 Formulas for Articles That GET READ!

Many of us have been asked to write an article... Read More

How to Write Adverts that Forces People to Respond

Think for a moment some day and consider the kind... Read More

Dissolving Buyer Scepticisim ... A Lesson In Copywriting

When making a purchasing decision, people have their "rip off... Read More

The Lead: Sinking The Hook Into Your Prospect

You only have an instant to capture your prospect's attention.... Read More

How To Find A Copywriting School

Have you heard the good things about the field of... Read More

Working on the Internet: Role of Proofreading and Copy editing OnLine

When one is in a creative state, rarely can one... Read More

Magic Words That Sell and What Words to Avoid

We all know words are powerful. Whether written or spoken,... Read More

Top 10 Ways For Copywriters To Overcome Writers Block

We all know that words have the power to persuade,... Read More

How To Be Creative

Network marketing is an art as much as it is... Read More

Top 7 Things To Do Before You Hire A Copywriter

Now that you've decided to hire a copywriter, how do... Read More

Copyright, Copyrighting, and Online Copyright Abuse - Save Yourself the Headache by Reading This!

Lets start with copyright infringement.It is easily explained as copying... Read More

Copywriting Makeover: Making An Emotional Connection - Part 1 of 2

One statistic shows that over 80% of all buying decisions... Read More

Grammatical Mistakes DONT Sell

When you receive a sales letter with typos or grammar... Read More

Some Important Tips On Proposals And Price

Here's a critically important copywriting technique I use when writing... Read More

Steps to a Writing an Effective Press Releases

Want to get the most media attention and spotlight for... Read More

3 Tips For Writing Better Headlines

The single most important element of your website's copy is... Read More

Stop Chasing Away Customers! Bad Copy is Your Worst Enemy

Every day, more and more of us begin new online... Read More

Can Anyone Succeed as a Freelance Copywriter?

This is a question that can be answered in a... Read More