The (Almost) Lost Art of Letter Writing in Direct Mail
In a consumer and business marketplace of declining literacy rates and what sometimes seems like steeply plummeting verbal sophistication levels, how do marketers work with copywriters to ensure complex products and services are sold in a way that both does justice to the product or service at hand, and doesn’t go over the heads of the intended audience?
Or, to put it another way, what is direct mail letter writing all about these days?
It’s been said we live in a “post-literate” society in which images are everything, and words have lost their impact. Yet paradoxically, we’re also told that a good, strong letter remains the bedrock of direct mail.
A contradiction? Perhaps.