Writing for direct mail isn’t the same as blogging, or writing the great Canadian novel. Direct mail has a specific purpose – usually convincing the reader to hand over his or her hard-earned cash for your product or service – and there are proven techniques for making it work.
It would be impossible to explain all the intricacies of writing a winning direct mail piece, but here are a few tips to help steer you in the right direction:
1. Begin your writing on the envelope. A brief “teaser” on the envelope can go a long way toward persuading the reader to open it. Because remember, zero per cent of all mailings that don’t get opened result in sales.
2. Write about the reader, not about your company or product. Sure, you do have to mention what it is you’re selling at some point, but do it in a way that emphasizes benefits rather than features. For example, you’re not selling a shoe with an air-cushion sole; you’re selling relief from aching feet.
3. Offer something for free. “Order now and get my free report!” “Let’s meet for coffee – on us!” “Call now for a free trial!”
4. Include a postscript (P.S.) where you re-state your offer. Studies have shown that when people read letters, they read the salutation first and the postscript second. So state your main benefit, your call to action and, if possible, some sort of guarantee.
To learn more about how you can use direct mail to turbo-charge your marketing, or if you'd like help with any of your marketing materials, please call 250.702.1103 for a free consultation.
To learn more about my professional copywriting services, visit my web site at www.ryanparton.ca.
Friday, January 29, 2010
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About Me
- Ryan Parton
- I'm a professional copywriter and marketing strategist based in the Comox Valley, on beautiful Vancouver Island. A graduate with distinction of Concordia University’s School of Journalism in Montreal, I've been writing professionally for more than a decade. I relocated to the Comox Valley in 2002 and continued to work as a freelance writer and copywriter before becoming Marketing Coordinator for Comox Valley Tourism. In June 2008, I took my talent as a professional copywriter to the next level with the establishment of Ryan Parton Writing Solutions. Since then I've helped many small businesses, corporations and organizations perfect their marketing materials and business communications and obtain the exposure they deserve. I'm a member of the Professional Writers Association of Canada and the Comox Valley Chamber of Commerce. I still write for a variety of Canadian newspapers and magazines and am a regular contributor to In Focus Magazine. I live in the Comox Valley with my wife Sarah and my son Spencer.
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