Writing direct mail copy: 10 point checklist
Direct response is often compared to fishing. A fisherman chooses the water, the bait, the depth and the conditions. A skilled fisherman will no doubt have a far greater haul than the well-intentioned yet woefully-inexperienced angler.
Like the fisherman's lures, good direct mail copy is critical to a mailer's success. As writing good copy is an art form all its own, we thought we'd share some perspectives we've gleaned over the years from countless books and experts. Here are 10 important characteristics of good copy you should keep in mind as you craft your direct response message.
On writing style
1. Make it easy to read and interesting.
2. Draw a picture inside their mind.
3. Have an angle and keep them guessing.
On message flow
1. Begin with your strongest benefit.
2. Expand on the most important benefit.
3. Explain in detail exactly what the prospect will get.
4. Back up your claims with proof.
5. Tell them what they'll lose if they don't act.
6. Sum up the most important benefits.
7. Present your call-to-action.