The Do's and Don'ts of Writing for Engagement
Photo captions. A reader's eye is drawn to images, especially when they include a person or human element. Next stop is the caption below the photo. Do use this hot spot to your advantage.
Letters should be signed. They should be signed by a person, not a company.
Use customer data to create personally relevant messages. Not just to prove you know your reader's name and address.
Personal opinion = sample of one. Don't let opinions replace testing, reading results and applying what you learn.
And do let me know how these work for you. Email me at firstname.lastname@example.org.
Pat Friesen writes for direct mail, email, blogs, catalogs, the Web, and other direct response media. She's also the author of the recent "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Contact Pat at (913) 341-1211 and email@example.com.