How
Do You Write a Good Direct Mail Piece?
A
letter is the most common form of direct mail, and writing a good one
isn't easy. That's why bigger businesses often hire direct marketing
professionals to create their mailings.
If
you choose to do it yourself, though, you have one key advantage: No one
knows your market and prospects better than you do.
First,
write down the most widespread problems your prospects face on a
day-to-day basis. Begin the letter with a question or statement that
directly addresses the most pressing issue you can think of. Immediately
grabbing the reader's attention greatly increases your letter's chances of
escaping the wastebasket or delete button. Once you have their attention,
tell them how you can solve their problem with your product or service.
Use
headlines that address the prospect's problems throughout the letter to
keep their attention. Address only their most urgent concerns with
headlines. Think in terms of their greatest fears, worries and goals.
A
good direct mail letter engages the reader's interest in the benefits of
your product or service long enough to read your call to action. That
should be at the end of your letter, and it can take many forms. Remember
your goal is to generate interest -- or, better yet, business. Make them
an offer they can't refuse. Give something of value away in return for
their response.
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