Creating Compelling Direct Mail Copy

December 13th, 2017 by

Creating compelling direct mail copy separates the high-response mailers from those that generate a mediocre response. The truth of the matter is that direct mail continues to work for those businesses who do it right.

The mailing list, the creative, and the offer are the “Big 3” you need to get right.

It’s not easy to create compelling direct mail copy that responds. We can learn by trial and error or we can simply go with what works.

Easy tips for creating compelling direct mail copy

These tips will help you trim your copy and make it more effective:

  • Know your objective and have a clear call to action for the reader (e.g. Call 1-800-XXX-XXXX today…or Order today for your Free Gift).
  • Always include a P.S. Many people read the P.S. first, so don’t waste it. It always lifts response.
  • Create a sense of urgency.
  • Keep your sentences short.
  • Read your copy out loud and get rid of all the extra words that you don’t use when you talk. “That” is the most overused word – it can almost always be eliminated.
  • It’s OK to start a sentence with “and” or “but.”
  • Use bullets with active words. We’ve all learned to skim. Make it easy for your reader to read & understand your message and act on it quickly

P.S. – One of the hardest things to do is wordsmith. Sometimes one word can be just as good as another. But, most of the time, the words we use matter very much. Using a more descriptive word can make all the difference in a campaign. A different word can change meaning. Similarly, some words convey a greater sense of urgency. Some words are definitely better than other. Kickstart your marketing program with these 55 words convert. To see them, click HERE.


Many thanks to Debora Haskel at IWCO Direct for providing these tips. Click here to link to the original article.