Your business receives custom mailing services that help you reach more potential customers. With access to the most effective direct mail tools, you should attract more attention to your business. However, many businesses fail to hit the proverbial home run because of one glaring weakness.
Their marketing content falls flat.
Crafting copy for direct mail campaigns is all about using words that promote your business. The best types of copy do much more than educate potential customers; they also create an emotional bond with your target audience. You can offer the most effective product and your business does not sell enough of the product because your target customers are not moved by your direct mail copy.
You have plenty to consider when developing a direct mail campaign, such as format and graphic design. As one of the best bulk mailing companies, we help our customers develop visually appealing direct mail pieces by implementing the most advanced digital printing techniques. Now, let’s review a few tips to make your direct mail copy stand out from the competition.
The fastest way to lose a prospective customer is to present a long bullet point list of the features of your product. Listing more than a dozen features of a newly released amplifier does not motivate potential customers to take action.
What your target market wants to know is what is in it for them. In other words, list the benefits a user of your product can expect to enjoy. Product benefits can include things like saving time and becoming more productive.
Solve a Problem
Consumers become interested in products that help them solve problems. For example, if your company sells and installs siding, you want to explain how your company’s siding prevents the development of mold, as well as keeps pesky rodents out of the homes of customers. Identify the pain points your target market experiences, then present a few ways how your product eliminates the pain points.
Recent research has demonstrated that nearly 80 percent of consumers are more likely to purchase from a company that personalizes the shopping experience. Adding personal details such as using the recipient’s name and mentioning previous interactions with your company personalizes the shopping experience by connecting emotionally with potential customers.
Another way to get personal with a direct mail campaign involves starting out the copy with a story that grabs a reader’s attention.
Make It Easy to Read
The words you use for a direct mail campaign go a long way towards determining whether prospective customers turn into new customers. Using simple words and crafting short sentences help you reach your target audience. Leave plenty of space between paragraphs and use headers to indicate a change in topics. Write attention-grabbing headlines, without resorting to using exaggerated language.
The foundation of every direct mail campaign is writing effective copy that attracts the interest of potential customers.