Six direct mail copywriting tips guaranteed to improve response

Discipline and single-mindedness are not words one might immediately associate with copywriting, but in the case of direct mail they're right on the money, argues copywriter Andy Sivell.

1. Start with the end in mind

What precisely are you trying to achieve with your direct marketing piece? Are you trying to sell your product directly, or to create a warm prospect to whom your sales team can sell your product? Be clear about the exact nature of your call to action, and recognise that as your objective. Put another way: a direct mailing piece that generates a lot of enquiries but no conversions might not itself be at fault if it has achieved the objectives set out for it. It might instead be drawing attention to problems further along the sales chain.

2. Craft your message around your target's needs

A basic point to be sure, but the reality is that we all receive emails and mailshots on a daily basis that get this wrong. They're the ones we delete instantly or drop straight into the bin. Start from the perspective that your message should be based on your prospects' needs, not your own. Get it right and it will serve both.

Make it really clear what's in it for them. I mean absolutely crystal clear, from the word go and preferably in one sentence. Then make it abundantly clear what you want the reader to do about it. Really spell it out: “call this number”, “fill out this form” or “scan this QR code” (see Call to QR action elsewhere in this issue).

If possible, describe your product or service as you might to someone you've met socially for the first time. Doing so will help your prospect quickly grasp what it is that you're offering. When presenting benefits, be as specific as you can: “save £900” is more powerful than “save money”, and “reach 279,000 specifiers” beats “advertise to buyers”.

3. Good introductions help

Mailer headlines and email subject lines are vital. They attract attention and set the tone. Bear in mind that even the best campaigns have only a few seconds to make an impact. (How long does it take you to decide whether to open or ditch an email or sales letter?)

A good headline/subject line may ask a question, state a benefit or deliver news – or ideally perform a combination of all three. Regardless, it must promise a good or a better solution to an issue directly affecting the reader for you to have any hope of them responding to it. Don't mislead though. An email subject line that holds the promise of one thing but then delivers another will at best irritate, and at worst guarantee that all future communications from you are ignored.

Experiment with headline and subject line length. Reams have been written on the subject, but the truth is that what's best is what works for you. A good starting point, however, is 50 characters (including spaces) for email subject lines, and mailer headlines that fit onto a single line. Use of the word 'free' is fine in mailshot headlines, but an absolutely 'no-no' in emails.

4. Follow 'the rules'...

The basic rules of good copywriting are fairly clear cut and haven't changed much since Victor Kiam's day:

• Make it obvious what you're offering – see Craft your message... above
• Include calls to action throughout – to allow the reader who's already 'sold' to cut straight to the chase
• Use short words and sentences – not because your audience won't understand, but because they're busy
• Mix longer and shorter sentences – to build pace
• Include a time limited offer – to instil a sense of urgency
• Write as you would speak – starting sentences with 'and' and 'but' helps copy flow more easily
• Avoid slang or jargon – it jars
• Watch your tone – use of 'I', 'we', 'you' and 'your' throughout will help build empathy
• Make it personal – include a personal salutation and, if possible, send your message from a named individual
• Read your copy aloud – as it will immediately highlight any sticking points
• Cut, cut and cut – when reading aloud, cut all superfluous words (adjectives are a good starting point).

5. ...But be ready to break them

I've seen four-line headlines, eight-page sales letters and mailshots with deliberate spelling mistakes – all of which worked brilliantly. None were based on creative whim alone however. All were the product of deep marketing insight and considerable testing.

6. Good copy cannot overcome bad data

Your beautifully crafted message is useless if it arrives in the wrong in-box or lands on the wrong desk. Don't rely upon the wrong person passing it to the right one. The odds are slim and, even if they do, it won't reflect well on you that you addressed it incorrectly in the first place. Taking the time to introduce best practice data acquisition and management procedures always pays dividends. Harvested data can be supplemented by names and addresses sourced from a specialist.

RIBA Mail is RIBA Insight's data provision and mailing fulfilment service. Data selections include architects, architectural practices and CPD contact details broken down by geographical location. Clients can also chose from among private and public sector practices, quantity and building surveyors, construction companies, interior designers, engineering consultancies and housing association architectural departments. Find out more...

 

Author Andy Sivell is a business-to-business writer and editor specialising in marketing communications. He works with several construction industry clients.

 

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