Writing copy for direct mail marketing campaigns is often overlooked in the design process. Poorly written and formatted text will only guarantee a low response rate and keep you from achieving your objectives. The same level of detail and attention that goes into your graphic design should be put into your copywriting.
A professional copywriter can ensure that the message of your direct mail is effective in capturing the attention of your prospects and customers. But if your marketing budget doesn’t have room for this professional service, then it’s up to you as a marketer to write it yourself.
Writing is a word that many marketers tend to be afraid of. The most common response is "I'm not a writer," or "I don't know how to write copy." While these are valid thoughts, this process doesn’t have to be so scary.
We’ve compiled a list of four tips for writing great, effective copy that will not only help your direct mail campaign stand out, but will compel your recipients to read your message.
Write to your audience.
Exactly who is it you are trying to reach? The language, tone, and terminology of your copy should speak directly to your audience. Consider the problems they may face that your product or service solves and play on that.
Overall, you want your message to resonate with your recipients and make them want to keep reading your mail piece. If your ideal customers are in the consumer space, then avoid words that are too business centric.
Make your readers the star
The first and foremost thing people want to know, is what’s in it for them? Make this known quick by communicating it in the headline. Typically, your headlines will stand out with larger, bolder text that quickly draws attention.
Think of direct mail marketing as a one-on-one conversation with your prospects and customers. Use conversational words like “you” and avoid saying “we” and considering implementing some personalization into your mail piece. Not only your message will sound more human, but it will help the reader visualize how your company can help them.
Don’t be too wordy.
Keep your copy short and to the point. A common mistake in direct mail marketing is when businesses try to say too much. People get turned off if they have to work to understand your offer, which makes this one of the most valuable writing tips covered in this blog article.
Provide people with just enough to peak their desire to take action to learn more. You can always give details later on. If your offer is enticing to them, they will call or visit you online to find out more, giving you the opportunity to close the sale.
Guide people’s eyes with your text layout.
Structured typography will go a long way in helping your prospects and customers quickly identify the relevant information in a short amount of time. You want the most important text to be readable at a glance and the rest to appear in easily digestible pieces.
Headlines and call-to-actions should be in bolder, larger text. Break up large blocks of text into bullet points or shorter paragraphs. Use bold, underline and italics as a way of drawing attention to different sections, but remember not to overdo it otherwise nothing will stand out.