What Does Direct Mail Copy Mean?
Any medium that can be used to deliver a communication to a customer is a means of direct marketing. Usually, direct mail marketing will direct mail as their main marketing source. Basically, marketers use the postal service to mail their direct mail copy. The marketing commuinications might include catalogs, postcards, envelope mailers, brochures, any form of a direct mail copy. .Advertisers often call direct mail "targeted mailing", as mail is usually sent out following database analysis. For example a person who likes tennis may receive direct mail for tennis related products or perhaps for goods and services that are appropriate for tennis players.
In direct mailing campaigns, creativity always takes a backseat. You just want to send a good offer and target the right audience. Nevertheless, your direct mail copy is still King. Without a good direct mail copy, there is a possibility that your targeted audience will not be able to clearly see what product or service you are offering. In fact, even if the do understand what you are offering, they may not want to act on your offer because it is not good. It does not matter if you are creating the copies yourself or depending on an agency to do if for you, it will pay off to know what types of copies will grab your audiences attention and what kinds of copies will be thrown into the trash.
Some pointers that make your direct mail copy effective and reach out are:
* Make your mail copy approachable- It is important to present the direct mail copy in a good manner that appeals to the reader. For example: Add bold and underlines wherever you're trying to make a point. Split up any paragraph that exceeds three lines in length. Put up your key selling concepts in a series of bullets. Sprinkle the page with subheads etc. * Present the call to action early - Many people will not read the copy you send them, they will, perhaps, at best glance at the parts of your copy that stands out. It's critical to tell them what to do so. Briefly describe the offer and then ask readers to respond and how to do so. * Benefits first- In direct mail copy, a trick of the trade concerns how people glance at your copies. This trick of the trade is to let the reader see a benefit of your product in almost every phrase. Moreover, the benefit should be the first thing the person sees. * Sell the offer, not the product- Whatever your campaign offers the target audience - concentrate on selling the benefits of responding and receiving the offer. Selling the product may or may not be achievable in the space your piece allows. * Find the right voice- To be effective, you need to become your readers friend, in that friends offer positive advice and encourgament. Many times people need both of these things if they are to purchase your product or service. Your entire article should be written in a friendly tone. * Every word counts - Words count in a direct mail copy, but there is not a need to count the words either. It is not wise to be frivolous with words but that is not a reason not to put them in either. Direct mail copy can be effectively used as a tool for direct marketing if they're presented in the right manner using the above mentioned pointers.
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