Strong direct mail copy starts with detailed market and product research
The first preparation for writing direct mail copy that gets results is to pack in at least 30 years of life experience and, somewhere along the line, do some selling … if it isn’t too late to suggest that. It also will help if you diversify your life experience as much as possible.
For example, even if you’re pushing 40, you should not ignore MTV, Fox and VH-1 TV channels. At the other end of the spectrum, America is getting older. And older folks, historically, have been great direct response customers. The overall message here is that you need to work to understand the culture of the market to which you’re selling.
That said, there are a number of standard questions you as a copywriter must ask of clients or co-workers to help you think through the approach to a direct mail campaign.
If you’re a freelancer or a copywriter at a direct marketing agency, or even a staff writer who is new to the company, the following questions will provide valuable data. And if you’ve been with your company for a long time, the answers will help you better sum up the product or service.
Research Source: Your Customers
It surprises me how often I meet with marketers who have never spoken to their customers; who tend to believe they can divine their customers’ views through returned order forms and other miscellaneous types of communication. And often, they’re adamant that they know what’s best for the customer.
So I suggest you, the copywriter, get on the phone, call a dozen or so customers, and ask them a few questions, such as:
• Why did you purchase the product or service?
• How often do you use the product/service?