I always tell my clients: focus your copy on your audience!
You have to really know your audience. The truth of the matter is that what you think people want may be far different than what they really want. Because of this, you will need test different variables within your campaign until you get it right.
One of the key components of a successful mail campaign is the creative. Your creative has to speak to your audience. They need to feel that your message is specifically meant for them. In successful direct mail, your messaging, list and design all need to work together to drive response.
I always tell my clients if you want to know your audience, put yourselves in their shoes. Focus your copy on the benefits to your audience, not the bells & whistles of your product or service.
Always remember – Features describe; benefits sell.
Focus your copy on your audience
Effective direct response messages are one-to-one communications. You need to think of your copy as a conversation between two individuals, rather than a shout-out to an anonymous crowd. How can you get to know that prospect? Read customer reviews, conduct email surveys and interview prospects. You should also talk to customer service reps and sales people. They have the personal contact with the person who will be reading your copy.
In direct mail, your audience = your mailing list. Target wisely to find the best audience for your offer. Consider modeling to find look-alikes to your current customers. Fine-tune until you get it right. Mail to the best prospects multiple times. Consider adding additional marketing channels into the mix to complement your mail.
Let your creative morph and focus your copy on your audience. Remember, you need to speak to them in multiple marketing channels.
And, test-test-test, until you know you’re selecting the right audience for your offer!