Direct Mail Design: Copy

At this point, after you have looked at the layout and color/images in the last two blog posts, you should have a general idea of what you want your direct mail to look like. There is another important factor that goes with your design, and that is the copy. Words have the power to inspire, empower and create desire

At this point, after you have looked at the layout and color/images in the last two blog posts, you should have a general idea of what you want your direct mail to look like. There is another important factor that goes with your design, and that is the copy.

Words have the power to inspire, empower and create desire. Direct mail marketing is especially vulnerable to a bad choice of words. The visual design catches their eye, but if the words do not convince them to take action, you will not get the desired response.

With that in mind, let’s look at the top five list of the best words to use in direct mail:

  1. Free: Who doesn’t love free stuff? This is very eye catching and sucks people in. We all want a good deal and nothing is a better deal than free.
  2. Amazing: We all want the best things, and if it’s amazing we have to have it!
  3. Discover: This is a challenge to find out new information. It makes us curious and we want to know more.
  4. Easy: These days we all need easy. There is just not enough time in the day to get things done. Whenever it can be easier it’s a good idea.
  5. You: It’s all about the recipient! What is in it for them? There should be lots of “You”s in the copy to show them all the great things that will happen to them when they buy from you.

On the other end of the spectrum, do not use these top five words to avoid in direct mail:

  1. Expensive: Duh! Who buys expensive stuff? We all want a deal!
  2. Charge: This word just makes me cringe! I don’t want to be charged! I want a positive, charge is negative.
  3. Price: It is never about the price! Do not even speak of it! It is about what you are doing for the recipient, like saving them time, money, headaches and so on.
  4. Cost: Just like price and charge, this is a turn off because you are focused on a negative.
  5. Sign: This is a real commitment it we have to sign for it. What if we are not ready? Think of ways to attract people, not scare them off.

These are by far not the only best and worst words to use, but they’ll give you a good start. When creating the copy for your campaign, be sure to consider how each word builds toward your message and call to action. Your call to action is the most important part. You need to give the recipient a reason to respond and how to respond.

Wonderful words mean nothing if they don’t drive the correct response. Tell your recipients exactly what you want them to do. Then provide them with multiple ways to do it. Keep in mind that we all have mobile devices with us 24/7, so you should allow for responses from tablets and cell phones. You will need your landing pages and website to have responsive design to accommodate this, but it will pay off for you big time. You can contact your mail service provider for help with the design, copy and pitfalls to avoid.

Author: Summer Gould

A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: summer.gould@eyecomm.org, on LinkedIn, or on Twitter @sumgould.

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