Copywriting is the backbone of direct mail—just as screenwriting is the same for the movie business—but in this increasingly high-tech industry, that's been forgotten. With more multichannel campaigns, upgraded database marketing techniques and splashy self-mailers than ever before, the written word becomes an afterthought, literally ... and this is not good, for any direct marketer.
Meanwhile, mailers grappling with squeezed marketing budgets are hesitant to test efforts, especially the bigger tests that involve format changes, rebranding or significant design overhauls.
However, a simple copy test is one of the cheaper and smarter moves to make, and it can pay dividends in the ROI department. For example, making the copy more relevant to today's prospect who will only buy the "essentials" or give to the "truly needy" can more significantly affect the response rate than any change in color or format switch.
After speaking with a handful of top copywriters, here are seven ways for you and your business to take another crack at your direct mail copy.
1. Make the Prospect the Star of the Mailer
It's why direct mail can work so well. The prospect, after a lousy day at the office, gets home and sees mail just for her. It has her name on it, it's engagingly written and the product being offered even makes sense in her life.
"Make the piece look and read as if it were created just for that one recipient," recommends Nancy Harhut, chief creative officer, Wilde Agency. "Write as if you were talking to one member of your target market, with a voice and personality to your words."
While the prospect is the star of the show, the product you are selling needs to become the hero. "Make your selling message fit what your prospect wants and needs—turn your product into that hero," encourages Peggy Greenawalt, president/creative director of direct marketing agency Tomarkin/Greenawalt.
Mark Everett Johnson, freelance copywriter and consultant, agrees with this tactic. "Don't just tell them about your product; tell them exactly how it's going to make their lives better."
2. Make Them an Offer They Can't Refuse
In "The Godfather," Mr. Studio Exec Woltz was a fairly hostile prospect and Johnny Fontane was a pretty bad offer made by Tom Hagen: "Johnny Fontane will never get that movie!" As you know, it was nothing that a horse head in Woltz's bed couldn't solve. Hopefully, there's a better way for you to provide prospects with an offer they might accept.
Meanwhile, mailers grappling with squeezed marketing budgets are hesitant to test efforts, especially the bigger tests that involve format changes, rebranding or significant design overhauls.
However, a simple copy test is one of the cheaper and smarter moves to make, and it can pay dividends in the ROI department. For example, making the copy more relevant to today's prospect who will only buy the "essentials" or give to the "truly needy" can more significantly affect the response rate than any change in color or format switch.
After speaking with a handful of top copywriters, here are seven ways for you and your business to take another crack at your direct mail copy.
1. Make the Prospect the Star of the Mailer
It's why direct mail can work so well. The prospect, after a lousy day at the office, gets home and sees mail just for her. It has her name on it, it's engagingly written and the product being offered even makes sense in her life.
"Make the piece look and read as if it were created just for that one recipient," recommends Nancy Harhut, chief creative officer, Wilde Agency. "Write as if you were talking to one member of your target market, with a voice and personality to your words."
While the prospect is the star of the show, the product you are selling needs to become the hero. "Make your selling message fit what your prospect wants and needs—turn your product into that hero," encourages Peggy Greenawalt, president/creative director of direct marketing agency Tomarkin/Greenawalt.
Mark Everett Johnson, freelance copywriter and consultant, agrees with this tactic. "Don't just tell them about your product; tell them exactly how it's going to make their lives better."
2. Make Them an Offer They Can't Refuse
In "The Godfather," Mr. Studio Exec Woltz was a fairly hostile prospect and Johnny Fontane was a pretty bad offer made by Tom Hagen: "Johnny Fontane will never get that movie!" As you know, it was nothing that a horse head in Woltz's bed couldn't solve. Hopefully, there's a better way for you to provide prospects with an offer they might accept.
All About Email Creative
The Secrets of Emotional, Hot-Button COPYWRITING
It's important to test the various platform options companies now have to reach their prospects. A good copywriter knows how to adjust copy for each and to generate maximum bang for each advertising buck spent.
One common mistake I see that kills response on many efforts is allowing design to dominate selling strategy and presentation - particularly online.
If we want the click, call or credit card, it has to start with an emotional/logical sales communication from one human being to another... which talented designers bring to life in amazing ways.
Too often, format, design, photos and other elements are all set in stone before I even get a chance to evaluate and formulate a messaging strategy that will best resonate with that particular target audience.
It's a big missed sales/ROI opportunity.
I would add a prelim step - it's important for companies to work with a writer who knows how to write killer, response-driven copy.
Last year especially, I saw many businesses try to "make do" by trying to keep the writing in-house (when no one in-house was a copywriter.) Or, the company may have hired out - but price was more important than value. As a result, the copy was substandard...and the campaign wasn't as successful as it could be.
It's important to remember that good writing is crucial. It's not enough to send out a direct mail piece or upload a Web page. The writing needs to connect with its intended audience and help them take action. When companies work with quality copywriters, they'll see amazing returns.
I love you for #7!!