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EB: How do recent postal-rate changes affect the ability to employ long copy, if at all?
PG: It does, of course. Profitability can’t be ignored. But many first-time mailings are unprofitable until long-term customer value is calculated.
EB: Similarly, what do you say when letters are getting replaced by self-mailers and brochures?
PG: This has been tested since Lester Wunderman first coined the term direct marketing. Self-mailers are not as effective as letter packages. The outer entices. Brochure demonstrates. Letter sells. That’s not to say other formats should not be tested and used. When a product is so well-known that it reaches commodity level, it makes sense to save money and cut back on the romance.
EB: Other formats that work for longer copy?
PG: Eight-page letters have been known to work for products that require building excitement. In regard to four-page letters, I prefer the booklet format, but it hasn’t been tested that I know of. From a creative standpoint, it makes sense. When the prospect fully opens the letter, he or she can’t avoid seeing a whole spread of persuasive copy.
EB: When writing that long letter, what are a few keys to making it as effective as possible?
PG: Make it easy to skim through. Underlines. Bold and italic words. Bold and all-caps lead-ins. Indented paragraphs. Short phrases. They all pop. Ample leading helps readability. Handwritten margin notes are great. Avoid long words, long sentences, long line lengths and long paragraphs. In a letter, I type two spaces after a period the way business letters used to be formatted when typewriters were used.
EB: Anything else you want to say that relates to long copy and direct mail in general?
PG: Let’s get general. (Something we avoid in direct marketing.) Anyone can scatter shoot to a wide audience. If you can afford the waste and your product isn’t specific to a special audience, go broad. But direct mail and a great database expert can give you precision targeting. A better chance to strike it right. Skilled marketing, better prospects and less waste. I like that.
This article is adapted from the Straight Talk interview that was published in the March 2008 issue of Inside Direct Mail, a sister publication to Target Marketing magazine. To learn more about Inside Direct Mail, visit www.insidedirectmail.com
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Secrets of Direct Marketing Testing
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