Direct Mail Copywriting – strategic, sales-focused, results-based
Bob McCarthy and Sheryl King are both direct mail copywriters with many years of experience in a wide range of direct marketing applications. Our direct mail copywriting has been used to generate leads, orders, retail traffic and donors.
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To discuss a campaign or get a quote, call Bob McCarthy at 508-473-8643.
What is direct mail copywriting?
If your understanding of copywriting has been influenced by what you see on Mad Men or ThirtySomething, you probably think that copywriters need to be clever, creative and maybe funny.
That’s not the case in direct mail – or frankly any form of direct response.
In direct mail, where results are measured against investment, the copywriter needs to focus on selling by creating a message that persuades and an offer that motivates.
Everything else is just a distraction.
We’re copywriters for leads, orders, traffic, donors …
Over the years, we’ve worked with many clients across many industries helping to generate leads, direct orders, traffic for retail and trade shows and donations for charities and other non-profits.
This is a challenging business because no matter how impressed a client is with your copy and creative work, it still has to work. It still has to produce results. And that’s not always easy because there are other factors – the product, the list and the offer for example – that directly impact your results.
Still there is nothing more satisfying that seeing your work produce a good return on a client’s investment.
Key elements of direct mail copywriting
Aside from the mailing list, nothing will have more impact on response than your offer. If you are mailing to generate sales leads, this means creating a white paper, special report of other educational document. For direct selling, your offer will focus on the price, discounts, deals and special delivery options.
Most direct mail campaigns do very will simple formats – letter packages, postcards, self-mailers. But some applications require more complex packages. Let’s help you decide.
Messages are developed around key selling points of your product or service. We start with the main selling point, often called the Unique Selling Proposal. Secondary selling points are also developed and included in the promotion as needed.
Response Channel Options
The traditional response channels – reply mail, 800 numbers – are still useful and important, but today, we are use more landing pages (including PURLs) and QR Codes to capture response. Of course, if you own a retail store, the preferred response channel will be walk-ins.
As we develop your message, we will consider whether that message can be better communicated with a photo, chart or some other image. Visuals always contribute to a more attractive design, but the real test is whether that visual also delivers a message.
One of the challenges for every direct mail promotion is credibility. If your audience trusts you, you are half way there. Credibility builders include testimonials, endorsements, credentials and documentation.
Any time you communicate one to one, it’s good to get personal. Personalization can include the simple addressing of an envelope and an inside letter, but it can also go much further than that. Using VDP technology today, we can personalize just about anything and have your name imprinted throughout the direct mail piece.
Calls to Action
With your offer and response channels in place, we will develop a call to action and then apply it throughout the mail piece. By placing the CTA in strategic locations, you can maximize response.
If you’re planning to use direct mail on a continual basis, you will want to start testing different components of the mail piece to determine what is most effective for you. This can be done over time. We will develop a strategy to test the most important elements first.
Before the mail piece goes into the mail, we will create and host a landing page (or multiple landing pages) to be sure everything is working properly. Of course, capturing the contact information is just the first step. We will also set up an automated process for you to confirm the respondent’s email address, enter the contact information into a designated database and handle fulfillment of the promised materials.
Services at a glance
Get started or learn more
So what’s your next step? If you’re close to making a move, we’d love to talk. Call Bob McCarthy at 508-473-8643 or send him an email at firstname.lastname@example.org.
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Direct Mail Copywriting
For a Quick Quote, call Bob McCarthy at 508-473-8643