What do I say on my mailing piece? This question is one that frequently causes concern among advertisers as they begin to prepare a mailing.
There has probably been more written on copywriting than on any other part of the advertising process.
When it comes to writing a postcard nothing is more important than the headline. You need a simple very clear statement that immediately gets the attention of your recipient. Your headline should contain a benefit if at all possible or should at least get the interest of your reader in learning more. Examples include such statements as “Cut your heating costs by 30%”, or “Want to save 50% on the cost of your prescriptions?” Assuming you’ve directed your mailer at the appropriate audience, homeowners or people who take prescription drugs, you are very likely to get their attention and cause them to want to learn more.
Once you’ve gained their attention, you then need to move on to telling them more.
Back up the statement you made in your headline with additional benefits to drive home your point. Expanding upon our heating example, we might make a couple of statements accentuated by bullet points.
*A new furnace can pay for itself in as little as 5 years.
*Let us give you an estimate at no cost.
*Take up to 24 months to pay for your furnace at no interest.
Keep your body copy short. People won’t take the time to read long detailed copy so make your points quickly.
Make good use of graphics. If you have a photo or illustration on your card, be sure that it reinforces your message. Again, using our heating example we might include a picture of a new furnace or an illustration that shows an estimator furnishing an estimate.
Be sure your mailer has an offer. By an “offer” we mean......”if you do what I want you to do for me, here is what I am going to do for you”. The prescription mailer mentioned above wants to gain customers for discounted prescription drugs. We can assume that what they want is for people to inquire about how much they can save. In order to entice people to respond, they therefore need to offer something of value. Among offers they might consider the following:
*Send us a list of your prescription drugs and receive a $5 discount on your first order.
*Send us a list of your prescription drugs and receive a copy of our valuable booklet.
*Let us transfer your prescriptions at no charge.
Unless there is something “in it” for your recipient, they are not likely to take the time to respond to your offer.
Make good use of white space. Don’t feel that you need to fill every inch of your postcard with copy. White space makes your headline, copy and illustration stand out.
Be sure that you write like you talk. Use simple straightforward language to get your story across. You probably don’t use complicated words when you talk so don’t put them into your copy. When people don’t easily understand what you are saying you fail to communicate and failing to communicate will definitely lower your response.
Tell your readers what you want them to do. Ask them to take action now. Consider statements like:
*Mail in your reply today.
*Call us now to schedule a no obligation appointment.
*Stop in by Friday and you’ll receive an extra 10% discount.
Be sure that your company is well identified with complete information on how you can be contacted. Include your name and logo, your complete address, your phone number, hours of business operations, etc. Don’t assume that everyone knows you and where you are located. Make it very easy to contact you and more people will do so.
By observing these simple steps you’ll find that writing copy is easier than you might have thought. Try them and see how they affect the results you achieve.
copywriting for direct mail
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