The Importance of Crafting Strong Copy for Direct Mail
This is without a doubt the content era. From our smartphones to our mailboxes, it’s an inescapable reality that content is indeed king. But what separates one company (or individual) from the next is the quality of content they are able to create and how that content resonates with its targets.
When looking at direct mail marketing, those same principles are implied. In fact, it can be argued that the necessity for quality content is heightened with direct mail as it represents a more personal means of communicating and connecting with targets. Either way, there are specific points to keep in mind when drafting copy for your next direct mail campaign, some of which we’ll discuss in this article.
Before we even get into some tips on creating copy, it’s important to acknowledge that if you choose the correct targets, then these people are already open to making purchases. The strength of your copy will determine how far you move these targets to taking the next step in that purchasing cycle, which can be pushing them online or having them sign up for a newsletter. It’s crucial that marketers write content from this perspective.
- Simple usually wins: First of all, understand that simple doesn’t necessarily mean short. Simple means that your copy is clear, in a tone your target can appreciate, and gets your point across in a straightforward manner without any confusion. This is true whether your mailer is a four page brochure or a one-sided postcard.
- Use appropriate visuals: Your choice of visuals should be done carefully and in a manner that doesn’t distract from the copy. Instead, it should enhance the words on the page. The balance of copy and imagery is a great combination for capturing the attention of your targets.
- Pick one point and stick with it: Direct mail marketing is not the avenue to be telling short stories. Your copy needs to have a single point of focus and that focus needs to be made clear and brought to life by the words and perspective you choose. Including too many perspectives will lighten your message and may cause your consumer to neglect or even miss what you actually expect them to accomplish.
- Be creative but useful: You want to create copy that is creative and compelling enough to grab your consumer’s attention, but when it’s all said and done, they also have to get something useful out of the copy. Useful information is different for every campaign, but a consumer must put your mailer down feeling like they’ve gained some pertinent information.
Executing a successful direct mail marketing campaign depends on the quality of the copy. What words are you going to use to inspire or incite your consumers to action? And what action are you hoping those consumers take?
For some businesses, creating high level copy internally isn’t the easiest thing to get done. So it may be in the best interest of the company to hire a third party who understands all of the intricacies involved in creating strong copy and that can deliver results.
Macromark has close to 30 years of experience in developing direct mail campaigns and helps from the very first step of providing the right lists. Contact us today for more information on what we can do to jumpstart your next direct mail marketing campaign.