How To Write Direct Mail - Amazon S3

[Pages:62]Module 6

How To Write Direct Mail

In this module, we'll cover: When to use direct mail How to write direct mail letters How to open with a dramatic statement Selling the benefits, not the features Getting the consumer to take action Using a `PS' Increasing response rates Avoiding common mistakes Contact reports

When to use direct mail

As you read this, a company near you is thinking:

1. `How can we get more sales?' 2. `How can we get business from customers who have forgotten about us?' 3. `How can we launch our new product?'

All these problems can be solved using direct mail. If you can convince a company to use direct mail regularly, you could earn some worthwhile income.

Likewise, if you can persuade an advertising agency to promote the idea of direct mail to its clients, the work should flow.

Who uses direct mail?

Direct mail is ideal if you know the sort of person who buys your product. If you sell to gardeners, pet owners or financial directors, you can get a personal message to them quickly and cheaply.

Unlike many other forms of promotion, direct mail is easily tested, and researchers have learnt what works. Now you can apply these lessons to your mailings to get better results.

Include a letter

This may sound obvious, but some mailings only contain a brochure. There's a saying: `Brochures are sent by companies, letters are sent by people'. That's why you need to include a letter: they are a personal form of communication.

People will scan the letter very quickly to see if there is anything of interest or relevance to them so it's best to start with a catchy headline or a killer opening phrase.

You've got 3 seconds to capture people's attention so you need to act quickly to ensure they read on.

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Other than the first line of the letter, the other section that they are most likely to read is the end of the letter, and more importantly, the PS section of the letter. You should always include a PS and you can even include PPS.

It stands to reason that if the PS section gets read, that's where your most important point should go. And the most important point of the letter should be The Offer. You should not use the PS to reiterate a point that has already been made in the body of the letter. The information in the PS section should be new, interesting and relevant to the reader.

If you client has any trade affiliations or awards e.g. member of CPA, Employer of the Year etc, the letterhead is the best place to showcase these assets. List them at the bottom of the letterhead in the footer section.

Get the envelope right.

The envelope is the first thing people see when they receive your mailer.

Some people advocate keeping the envelope plain and simple. Others suggest putting offers, and headlines all over it.

There is no research to suggest that either is better as it is completely dependent on the campaign.

However, put yourself in the shoes of a consumer.

What would make you open a letter?

If it had a window, and was clearly electronically processed, you would think it was an official letter from a bank, the tax department or a direct mailing organization and it would not be a high priority for you to open.

If it was handwritten, with a hand-applied stamp, in a good quality envelope, you would be more inclined to open it immediately.

The moral of the story is: try to make the envelope look as personal as possible.

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Virgin sent out a Christmas card advertising one of their services. The envelope used a font that looked `homemade'; the addressing was slightly skew-wiff which reinforced that it was `homemade', and it was in the shape of a Christmas card. For all intents and purposes, it was a Christmas card from a friend. Upon opening, it became clear that it was a direct mailer from Virgin but by then, the objective had been reached ? the envelope had cut through the clutter and been opened. Here is a copy of that direct mail piece. Notice how much attention to detail has been applied to reinforce the fact that the envelope, e.g. the hand written `card only' text, should look `homemade'.

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The Envelope 5

6 The Christmas card

The Offer

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Write long letters if necessary. Long copy does work.

There has always been much debate about the merits of long copy versus short copy. It depends on what you hope the letter will achieve. For example, if you want people to buy a product right there and then, using the sales letter as the primary sales tool, then you may need to write a three or four page letter. Some companies write letters that go on for 10 pages or more! If an instant sale is your objective, then you need to include all the benefits in the letter, plus the instructions on how to purchase, delivery information, etc.

True Story

"If the client is really interested in your product, he'll be hungry for more information.

That's why you need a long letter.

An ad agency once had an argument with a client called Max Hart, who owned a business. Max Hart said no one read long copy. The agency bet Max he would read a three page letter ? given only the headline.

Max scoffed at this. So the agency handed him a headline.

It said, `Here is the truth about Max Hart'.

Max had to admit he would read that three-page letter. This story shows that people will read long copy

about the things that interest them."

If, however, the letter is only the first stage in the promotional cycle, then the pressure to create an instant sale is reduced. This means that you may only need a one or two page letter. But remember, a short letter will rarely encourage a reader to change their mind or alter their behavior.

Below is a direct mail piece that uses long copy very effectively. The letter goes for 8 pages.

A good rule in direct mail is: keep selling until you run out of sales points. By the end of the letter, the reader should know everything he needs to know about your product. Your letter should include all major benefits and cover every major objection you can think of.

But make the text relevant. There is no point in writing long letters just for the sake of it.

This is an excellent example of long copy that compels the reader to take action. 8

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