Let that pain be your gain and learn three of the most common copy mistakes that can dramatically diminish the success of your mailer – and, of course, suggestions for corrections.
Including Too Much Content
This is one of the biggest mistakes we see across all media. When it comes to your marketing copy, less is more. One recent, large-scale study examined some of the most successful direct mailers of the past 20 years and found that the amount of copy on top performers has steadily decreased, from around 1000 words in 2000 to just over 500 words in 2021. Now, more than ever, you need to make every word count!
Don’t try to pack all the persuasive details into your mailer. Remember, it’s not a brochure; the goal isn’t to make an immediate sale but to build a lasting relationship with customers and prospects.
If you find yourself with a direct mail draft that looks like a novel, see how you can logically split up the content across multiple mailings.
Not Writing from the Customer’s Point of View
Here’s a hard truth with a silver lining. Your customers aren’t really seeking information on your products. What they want is the solution to a challenge they’re facing. Even Apple, the manufacturer of some of the world’s most coveted products, always writes about how their product’s features and technologies make life better.
The silver lining is that when you put yourself in your customer’s shoes and anticipate their needs, your copy will resonate stronger. Use this insight to take your product’s functional features and turn them into user-oriented benefits. Your language may go from sounding like this:
We have a fully licensed and accredited staff.
To:
Our professionals provide the highest level of worry-free service every time.
The rare exception is when you’re writing for a highly tech-savvy audience who are motivated by specifications and schematics. Again, it’s about knowing who your audience is and what they are looking for.
Forgetting About Your Call to Action
Whether it’s a fundraising letter or a simple postcard, every direct mail piece needs to have a strong CTA (call to action): the whole point of the letter is to get your customer or prospect to take one single, specific next step.
A strong CTA should contain an action, an offer, and a timeframe. Here are a few examples that include action, specificity and urgency:
- Call us today for your free financial check-up.
- Order now for free shipping.
- Get $100 for your first four weeks of delivery service if you sign up in the next 24 hours.
Be direct and to the point by starting your CTA with an active verb.
For Best Results, Design and Copy Should Work Together
The best direct mailers fire on all cylinders: a reliable mailing list, an attractive offer and a strong CTA. And for the very best results, your art, design, and copy should all work together. If you’re unsure of any of these elements, call us. We’re here to help! We can provide an informed opinion, and also handle any direct mail duties.
