The last two posts on direct mail design we talked about layout and color, if you missed them go check them out. We will now move on to copy.

Finally, let’s look at the last section: Copy

So at this point, after you have looked at the layout and color/images in the last two blog posts, you should have a general idea of what you want your direct mail to look like. There is another important factor that goes with your design and that is the copy. Words have the power to inspire, empower and create desire. Direct mail marketing is especially vulnerable to a bad choice of words. The visual design catches their eye but if the words do not convince them to take action, you will not get the desired response.

 With that in mind, let’s look at the top 5 list of the best words to use in direct mail:

1. Free:

Who doesn’t love free stuff? This is very eye catching and sucks people in. We all want a good deal and nothing is a better deal than free.

2. Amazing:

We all want the best things and if it’s amazing we have to have it!

3. Discover:

This is a challenge to find out new information. It makes us curious and we want to know more.

4. Easy:

These days we all need easy. There is just not enough time in the day to get things done. Whenever it can be easier it’s a good idea.

5. You:

It’s all about the recipient! What is in it for them? There should be lots of You’s in the copy to show them all the great things that will happen to them when they buy from you.

On the other end of the spectrum, do not use these top 5 words to avoid in direct mail:

1. Expensive:

Duh! Who buys expensive stuff? We all want a deal!

2. Charge:

This word just makes me cringe! I don’t want to be charged! I want a positive, charge is negative.

3. Price:

It is never about the price! Do not even speak of it! It is about what you are doing for the recipient, like saving them time, money, headaches and so on.

4. Cost:

Just like price and charge, this is a turn off because you are focused on a negative.

5. Sign:

This is a real commitment if we have to sign for it. What if we are not ready? Think of ways to attract people, not scare them off.

These are by far not the only best and worst words to use, but it will give you a good start. When creating the copy for your campaign be sure to consider how each word builds toward your message and call to action. Your call to action is the most important part. You need to give the recipient a reason to respond and how to respond. Wonderful words will mean nothing if they are not driving the correct response. Also make sure you leave plenty of white space so that the copy is not overcrowding the mail piece. Simplicity is good and also refrain from using abbreviations which can be misinterpreted.

Tell the recipients exactly what you want them to do. Then, provide them with multiple ways to respond. Keep in mind that we all have our mobile devices with us 24/7, so you should allow for responses from tablets and cell phones. You will need your landing pages and website to have responsive design to accommodate this, but it will pay off for you big time. You can contact us for help with the design, copy and common pitfalls to avoid.

Need help? Contact us today! We are glad to help!