Writing Copy for Direct Mail
No matter what the purpose is of your direct mail campaign, the one aspect that will remain consistent in all of your campaigns is copy. And although many businesses find the process of writing copy time consuming, or even mildly irritating, the fact remains that properly worded copy makes all the difference in persuading targets to take the next action as consumers.
Too often, however, copy is not properly thought out or cleverly utilized as a strategy for converting leads. Instead, typical, repetitive wording is used in hopes that targets will somehow connect with your messaging. This is not the case, and never will be. To take your direct mail copy to the next level, follow these tips.
Know Who You Are Writing For
Before you even get into the actual writing process, time has to be spent on narrowing down your audience. Many consumers solely expect to receive marketing material that speaks to them personally. Out of the sheer volume of content consumers receive on a daily basis—they only have time to read what they care about. That means you better be sure that you have chosen a list that corresponds closely with the messaging that goes out with the mailing.
Style Always Matters
Now that you know precisely who you’re targeting, it’s time to determine the style in which you want to deliver your message. Is short copy the best choice, or does this campaign require a longer, more detailed approach? Maybe you just need one phrase, or possibly your copy is spread out over a catalogue. You must also consider the exact tone, be it casual, playful, formal, straightforward, or comedic. There are so many options, but understand that not all options will garner the best results. Settle on one and be consistent throughout the piece.
Writing Is Editing
Any good copywriter will tell you that you very rarely, if ever, get it right on the first try. Writing is very much about editing, revising, making small changes to the placement of one word so the message sinks in deeper with the consumers. Yes, it’s that important. So don’t be discouraged if you find yourself spending hours pondering over a sentence or a word in a sentence. It’s a normal part of the writing process.
BONUS: The Ever Important Call to Action
All of your writing could be for naught if you aren’t giving your targets one simple instruction on what to do next. Determine what your call to action will be. Do you want to direct customers to your website? Do you want them to contact you for more information? If you don’t make your call to action clear, then your targets will simply not act. Again, take the time to make this right.
As you can see, writing effective copy takes patience and an almost obsessive attention to detail. These are qualities that Macromark understands thoroughly. We know the importance of taking the preparatory steps needed to ensure a successful direct mail campaign and can facilitate your campaign to match these standards. Visit our website to learn more.
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