Copywriting From the Recipient's Vantage Point
The best way to make your direct mail marketing more effective and discover trends is to analyze the pieces that are sent to you each day. You'll likely be amazed how much things can be improved.
People seem to forget that we are still in a recession and that all your marketing communications needs to work smarter than ever in order to get customers and prospects to buy what you are selling. It needs to sell with emotion and work twice as hard at justifying with logic to get the order. The best way to do so is to write and design your campaigns from the reader's vantage point.
When designing and writing your mail package, space ad or email, imagine you are sitting at the kitchen table of your recipient and having a conversation. It will make your correspondence more believable.
Better yet, think about what offers may compel them to buy or purchase from you again. Don't think all about you, your company or how great you are, explain what pain you can solve.
Recently I received two direct mail packages and will take this opportunity to share how each could be improved. They are available as PDF's if you care to review them (see photos).
My eldest daughter is off to Marquette University next year and I received a letter from US Bank detailing why my daughter should bank with it: convenient locations near the campus, hours, ATM's that are available, etc.
A few things I noticed immediately: The paper was akin to that old thermal fax paper (the kind that was cut off and used to roll up) and thus I did not get a personal feel from the letter. Next, it was not signed by anyone and thus I knew it had to be a "mass mailing." The letter is written to me, but the FAQ's are addressed to my daughter, the student.