Photo courtesy Flickr Jim Epler

Note: In the previous post we touched on creating a direct mail campaign, package design, and targeting your list.  Here we look at what goes into the actual mailing.

The Sales Copy (Copy writing 101)

Now that the piece has gotten enough attention to be opened (the biggest hurdle of direct mail, where a 1% to 3% response rate is considered average) it is time to turn to sales letter copy.  Each piece of direct mail should have one single purpose.  I don’t care what that is, you decide.  Just be sure you aren’t trying to get your prospect to do more than one thing.

• This makes it easier to track results as you are only looking for a single result from each piece.
• You do not want to confuse your customer with conflicting messages.  For example, don’t try to get a new lawn care contract and a newsletter sign-up out of the same piece or mailing.

So, this “one single purpose” can be whatever you choose it to  be.  To get a lead or a call from them, to get a sale, to get them to request more info, to request a quote, to think about your company when they have that problem(branding).

Headlines and Content

Now you work on your “copy” – that is, the words that trigger the response you desire. Although entire careers are built on this topic of copy writing, with a little practice and study of successful mail pieces, you can write ad copy that will attract the actions you desire from every contact.

Begin by studying some “classic” ad copy.  And by collecting direct mail that you receive that appears especially effective.  Also read the full page ads in your favorite magazines (many, many hours have been put into crafting each headline and sentence in these ads.)

Notice that sales pages typically begin with a strong headline that commands the reader’s attention to read more.

Notice also that there are many sud headlines in bolder-than-normal print. This is useful for readers who like to scan the page.

Under each subhead is a paragraph or two relating to the subhead.  Each ending sentence of each paragraph will usually be incomplete without the following subhead and paragraph. For example…

Also notice that the offer is generally made several times throughout the letter.  Each time it is offered, it addresses a different need of your potential audience (though it is the same, single offer, leading your reader to the same single action that you desire).

The offer will be made compelling by one of several different reasons such as this is for a limited time,  we only have 12 slots left open, this must be done before the winter sets in, not doing so could ruin your lawn, etc.

Professional copywriters charge thousands of dollars for a single sales letter because they have proven their ability to cause a person to take the desired action of the letter.  You may need to write your own copy until your marketing budget can afford one.

What About Graphics

If your marketing budget is still quite small, I would avoid using pictures, unless you have already purchased some good, high quality postcards or glossy paper stock on  which you can print your own message.

If you plan on using a template in a Word processor and printing your own pieces on your home printer, you should stick with logos and the printed word.  If you try to print pictures on copy paper with your home ink jet printer, you will most definitely give the impression that you have no marketing budget (and make your customers wonder what else you have no budget for!)

Besides, carefully chosen words can do just as much or more than a bunch of stock photos which look just like the pictures of nice grass on everybody else’s lawn care mailings.

Testing 1-2-3

Any direct mail campaign (and any marketing campaign for that matter) needs to be tested so you can know the results it brings and what changes to make so that future mailings bring in better results.  How do you test?  Start with a control piece.  This can be your first piece.  Then choose an element to test – the headline, the envelope size, the color of text, how many times you make the offer, you get the idea, and change that one element.  Use two different response phone numbers, one for each piece so you can track results.  When the test element pulls better results than the control, change to the new element.  Keep records of these tests and you’ll have a pile of valuable research.

Tie Up The Loose Ends

We have touched on alot of topics surrounding direct mail, such as copywriting, designing a campaign, building a list of addresses and phone numbers, delivery methods, testing,etc.  Some of these topics will be the subject of future posts, so keep your eyes on this blog.