Next to "Why can't we use postcards?" the most frequent question I get from relative newcomers to direct marketing is "Why is the copy so long?"
InÂ 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?
Tactful,Â thoughtful and genuine -- certainly fundamental to its ability to remain relevant -- the Mayo Clinic Health Letter also employs many of the finest direct mail tactics to great effect and continually makes small revisions to maintain its top-dog status.
The order form is the place where the reader actually signs on the dotted line and makes a commitment.
Questions are not only a powerful conversational tool, but also an essential part of any direct marketing program.