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FAQ: What's the best way
to write an effective direct mail communications piece?
Know your
product!
This sounds obvious, but
potential customers must be educated. Companies that create a
strong, focused marketing message are more memorable in the minds of
the customer. For example: "Volvos are safe cars." "WalMart has low
prices." "Geico - 15 minutes could save you 15% or more on car
insurance."
Keep the
communication simple:
Writing marketing copy to the
fourth grade level will dramatically increase your results.
Surprisingly, about 45% of the population reads at this level.
Studies have shown that writing simple copy does not hurt response
rates for more literate persons, either.
Tell the
customer what to do next:
A mailing can fail because the
potential customer doesn't know what to do after getting the
information. Ask for the order; pick up the phone; get the customer
in the door, etc. |
