In any direct mail response, the copy is the most important aspect. Put differently, the words you include in your advertisement are the most important. A properly written copy will engage your readers and inform them about the important qualities of your service or product. Including when paired with beautiful fonts and eye-catching fonts, mediocre writing will never beat the skilfully written direct response copies. Whether you are currently working to improve the existing direct response copies, or you are working to create your first mail copy, the following tips will help you.
Learn more about your audiences
By learning the needs and wants of your audience, you will be able to create compelling response copies that will inspire them to take the right action. One effective way of learning about the audience involves market research, which is basically gathering of consumer preferences data. To get the data, start by analyzing the in-house consumer list and then consult with the frontline employees. The data you get will help you tailor effective response copies.
Consider the format of your direct response format
Before diving into your writing, figure out the direct mail format you will use. Some common types of direct response copies include envelope mailers, postcards, circulars, and brochures. The format you select will dictate the amount of information you can include in the piece and the elements to add. For example, by going the postcard way, you will have to keep the message brief with simple benefits, headlines, and call to action. If you choose a sales letter, flyer or brochure, you will have adequate room for more copy elements like paragraphs and subheading.
Create effective headings and subheadings
Headings and subheadings are a must-have in any direct response copy. Studies show that most people will only read the headings and subheadings and leave the other parts of the content. Your main goal should involve using the headings and subheadings to tell stories because they are an effective way of pulling the prospects through your piece. You will have passed your information if the audience chooses to read the headings and subheadings solely. Website copywriting services providers can help you with this part.
Explain the benefits clearly
To come up with an effective response copy, you will have to explain the benefits your products or services provide. Before you start writing, you will have to understand the key differences between features and benefits. Features are specific aspects of a product or service, which provides benefits to your customers. On the other hand, benefits come as a result of service or product boasting the specific feature. A quick example, one important feature of an oven is the ability to program cooking temperatures and times for any dish. In such cases, you can write that the oven prepares a dish automatically.
Include irresistible offers
The offer is the most important part of the direct mail response. Put differently, the offer will spell out what your potential customers will get after taking the action. The offer has to be valuable and enticing to the audiences such that they cannot turn it down. Use engaging words, and use some phrases like “free quote”. That will make the prospective customers excited about the deals you are offering.