Marketing Profs

About 90% of the direct mail I see uses one of two copywriting techniques. In my view, neither works. The truth is there are only four ways of writing a direct mail ad that will raise your response rate.

Here they are.

1. Sell on price

This is the oldest approach—and it works if you are really sure you are less expensive than anyone else and you are sure that your audience is not concerned with quality.

Of course, there's a downside to selling on price alone. The problem with it is that it can get you into a competitive price war, with negative results for both you and your competition.

2. Headline a benefit

This is on page one of every marketing book. But vast numbers of direct mailers still sell on features. Benefits are things like "No more back ache when you spend all day at a desk," or "double the speed of your broadband at no extra cost." Unfortunately, many still ignore benefits and promote features.

3. Ask and answer an interesting question

Pose a question that you think could be interesting to your reader. Spend a paragraph or two developing the question and the issues around it. Then answer the question.

All the way through this, don't talk up your product or company name; instead, have as close to a conversation as you can get in direct mail with your potential customer.