Episode #9 of Power to the Small Business:
The internet show about small business marketing.
Writing Effective Copy for Direct Mail
Bob Bly has been called “America’s Top Copywriter.” He is author of The Copywriter’s Handbook: A Step-By-Step Guide To Writing Copy That Sells. In this episode of the podcast, Bob shares the keys to writing direct mail that gets results.
Power To The Small Business – Episode #9: Direct Mail Copywriting Techniques
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The four biggest secrets from getting response from DM
1 Start with your customer, their fears, needs, concerns. Not with your product.
2 Find an emotional connection with your prospect, not just a factual connection.
3 The most important piece of your direct mail package is your sales letter. Never mail just a sales piece and an envelope. Always include a letter.
4 Always have an offer. What’s the incentive to respond now?
Writing effective direct mail copy
1 Write conversational copy in a personal me-to-you form.
2 Use short sentences and paragraphs. Avoid jargon and use plain, simple English.
3 Follow a logical order called The Motivating Sequence
The Motivating Sequence
1 Do something to get attention.
2 State the problem your product solves or the need it fills for the reader.
3 Introduce your product as the solution to the problem or the answer to the need.
4 Overcome skepticism by providing proof
5 Ask for action, or ask for the order.