How to Write Direct Mail Copy

Once your direct mail campaign is funded and planned, it’s time to deliver. The main driver of an effective campaign is the copy you use, so you need to optimise your words for maximum conversions.

Effective direct mail copy follows basic direct-response copy elements. Direct response is a type of sales copy that aims to drive conversions. It’s primarily used in print advertising, so it’s the rules you want to follow when writing copy for direct mail marketing.

For your direct mail piece to encourage your desired action, your copy needs to create an emotional connection with your reader. Here are some helpful tips for writing converting copy for your next bulk mail campaign.

5 Copywriting Tips for Your Direct Mail Campaign

1. Craft a Snappy Headline

Father of Advertising, David Ogilvy, says your headline accounts for 80% of conversions. Only 20% of people read past it to the body copy, so Ogilvy recommends spending 80% of your budget (i.e. time if you’re doing it yourself) on this section.

Ogilvy died before the internet took over marketing, so his comments relate to direct mail headlines more than other marketing channels. Make sure your direct mail headline uses engaging words (for your customer) and features an irresistible offer that entices your reader onto the paragraph copy.

2. Use a Strong Call-to-Action

Any sales letter aims to encourage a specific action. Whether this is to pick up the phone, visit a website or visit a store, the action needs to be clear for anyone to take it. Your call to action is a clear, compelling instruction that leads to conversion.

Example call-to-actions are:

• Call 0123456789
• Visit www.xyz.com.au
• Scan this QR code

3. Focus on the Benefit to Your Reader

As the person who knows your brand and product best, you know its features inside out. While this is great, compelling copy speaks to benefits. Benefits are the way your product or service improves your customers’ lives. Speaking to benefits means directly addressing your customer’s pain points.

For example, if your customers’ main pain point is that available software is difficult to pick up, they may be frustrated by the time they’ve wasted learning to use them. If your product addresses this issue, focus your message on the time it will save your customers.

4. Use Active, Present Tense in Short Paragraphs

Great copy uses present, active tense, which contradicts what most of us learned in school. The active tense is easy to read and understand, which is what we want with sales copy. If you find this difficult, think about writing the way you speak out loud. Imagine you are addressing one person and speak directly to them with your copy.

It also helps to keep paragraphs short, so that your reader can skim-read large brochures. No one will read large blocks of text, so help everyone save time to avoid overwhelm and boredom. Short paragraphs also leave more room for graphic design and allow multiple ideas to each have their own paragraph.

5. Follow Formulas

There’s no need to reinvent the wheel, and tried-and-tested copywriting formulas already exist. So, follow these when writing direct mail copy to encourage your reader to take your call to action.

AIDA

AIDA is one of the best-known copywriting formulas. It stands for Attention, Interest, Desire, Action. Using this formula, you use your snappy headline to catch your reader’s attention, then you use the first line or subtitle to pique their interest. Then, you create desire for your product or solution and, finally, you lead the reader to your call to action.

PAS

PAS stands for Problem, Agitate, Solution. To use this formula, first mention the pain point you are addressing, then go a little deeper into the issues it causes your customer. Finally, you introduce your solution and mention how it makes your customers’ lives easier.

BAB

BAB stands for Before, After, Bridge. It starts with the problem faced by your ideal customer, then focuses on the benefit, and then shows how your product/service makes the benefit happen. So, you give your direct mail recipients a glimpse of the person they wish they were, then you show how you can get them there (i.e. the bridge).

Direct Mail Copywriting Tips

Your copy is the most important factor in a successful direct mail campaign. These few tips will help your next campaign connect with your target audience. Use them to write copy that yields a high response rate, whether your goals are to build your in-house customer list, make sales or convert potential customers another way.

All your direct mail campaigns should be carefully planned, executed and analysed according to the best strategies for your existing customers. For support getting started, or for fully managed direct mail pieces, give us a call on (02) 9540 5488 or send us an enquiry.