Make your direct mail copy interesting

Remember, one of the reasons many people think direct mail doesn’t work is that we bin the vast majority without even reading it. But most people will scan it and if something jumps out at them, will begin to read it.

So make your mailshot grabs the attention of your target readers.

This can be in the form of a great headline, or maybe in how you present your mailer. You don’t have to go for a letter in an envelope. Be as creative as you can. If you are celebrating your first anniversary, send a mini boxed cake instead!

Once you have the attention, use the space you have to get your whole message across. There is no research to suggest that short copy is better than long copy or vice versa. But you must keep in interesting – and in a language that is relevant to your target market.

• Focus on the needs of the audience and why they should buy from you.
• Personalise it as much as possible using the details you have.
• And don’t forget to give them a call to action – what should they do next?

We will be looking at copywriting in more detail in our free business development bulletin. Subscribe here.

Look at advertising copywriting tips for more ideas.