Carefully crafted copy can be the key to many things, from product descriptions that are subject to seriously healthy conversion rates, through to websites that engage the reader and lead them seamlessly over onto a contact form or online purchase.
However, writing effective copy is somewhat of an underappreciated art form, particularly within the ever evolving and always changing realm of direct mail, with many novices attempting the feat only to find the ever growing copywriting industry to be understandably in-demand.
So, here's a look at the specific realm of writing great copy for Direct Mail, which is an area of marketing that is seeing a particularly impressive resurgence.
Focus on simplicity - Keeping your language simple should be your starting point with any piece of copy. So opt for short paragraphs, bullet points and the use of sub headings to create a great structure to scan.
First and forest: Understand that customers are ready and willing to buy - Companies are seeing impressive results from direct mail, with 92% of receivers being driven online towards a digital activity, and 86% reportedly feeling 'connected' to the business sender. So first it is important to appreciate that there are indeed opportunities out there to boost your bottom line. You just have to get your strategy right, for which your copy is central.
Use images wisely and choose wonderful works that really work - Images are great for bringing your words to life, however you should be careful not to overcrowd your flyer: opting for one powerful image is better than choosing numerous smaller images that all jostle for attention. The power of visual communication is extremely important and quality images establish credibility and are the most important factor in discerning the credibility of materials.
Opt for an angle... and really sell it - Always have a strong angle and a singular message for clarity. Whether this is "My course will teach you everything the experts know about marketing" or "Learn the industry insider tips to becoming a copywriter": make it punchy, make it powerful.
Create a story - Harnessing a story is great way of promoting a human element to your offering, and consumers love to have a realistic story line to buy into. Finding a newsworthy angle is so important and can be the determining factor in whether you succeed or fail. So consider a rags-to riches storyline, which has proven to be particularly effective within marketing, if it so fits in with your service or product.
Be intriguing, creative and useful - Offering the reader a reason to head on over online can be key to capturing what you need from them, be this a purchase or the entering of information, such as an email. So be intriguing, offer them something that will only be fully revealed or provided once a set task is undertaken. Of course this should also be something that is genuinely useful to your target market, such as a must-read guide to cutting outgoings, boosting marketing or harnessing online discounts.
And finally... consider hiring a professional - If all else fails, or if you simply fail to create the impactful words that you'd been aiming for, then you should consider turning to the professionals, particularly as the freelancing realm has never been so accessible.
Direct copy can be extremely powerful and still works extremely well in this day and age. Utilising the aforementioned advice and taking it on board will help you increase conversions and get more from your investment.
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