- May 27, 2014
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Direct Mail Works. But Should You Write Your Own?
Despite the lingering perception that direct mail is on its deathbed, the medium still moves more people into action than other forms of marketing, including digital.
According to the CMO Council, the average response rate for both B2B and B2C mailings in 2012 was 4.4 percent, compared with sub-one-percent response rates for email, Internet display ads and paid search.
Biggest eyebrow raiser? The lowly letter-size mailer. When sent to an in-house list,
envelope-sized direct-mail letters garnered a respectable 3.4 percent response.
Five Elements for Direct Mail Success
Regardless of format, better results start with better sales copy, says direct mail expert, Craig Simpson, in the book he co-authored titled, “The Direct Mail Solution.” Writing for Entrepreneur.com, Simpson identifies five elements as essential for sales copy success.
Though easy to dismiss as obvious and rudimentary, it’s surprising how often these items are overlooked:
- The message. Be clear about your product or service and why your audience might want to buy it; what does it do and how do users benefit? Why should they choose yours over someone else’s?
- The audience. Who are you mailing to and why? What are their pain points and most sought after benefits? Convenience? Savings? Efficiency? Know their problems and clearly explain your solution.
- The offer. Entice readers with something irresistible, Simpson says, and put a time limit on the offer to encourage a quicker response. Include a strong call to action (CTA) and step-by-step instructions on how you want them to respond.
- The voice. The “voice” or tone of your sales copy refers to the personality or attitude that comes through. It may be lighthearted, personal or humorous or even urgent, serious and scary. If you really know your customers, you’ll know which is most appropriate. Not so sure? Try using personas to make your messaging relevant and razor sharp.
- The lingo. Speaking your audience’s language helps establish rapport and trust. But don’t go overboard with buzzwords and trendy phrases, author Simpson cautions. A few familiar, judiciously placed phrases may be all you need.
That’s How. Now Who?
No one understands, loves or knows your product or service better than you do, Simpson asserts. Therefore, you should author your own sales copy.
“You’re the best resource…,” he says. “If you can talk about your products to other people, there’s no reason you can’t jot down your ideas and turn them into a written sales piece.”
Yes, But…
Most integrated marketers would agree that owners and execs DO know their businesses best. The rub is that most are not professional writers. Nor can these leaders comfortably carve out quiet blocks of time required to draft truly thoughtful, effective sales copy.
One potential response-raising solution is having an in-house subject matter expert write the first draft and then enlist a professional copywriter or creative services provider to nip, tuck and polish the verbiage, as needed.
As we’ve reported before, print is not dead, and direct mail still matters. So if response rates and ROI still matter to you, make sure your sales copy resonates with readers. Prove you understand their needs and offer a unique and credible solution.
Need to reactivate lapsed customers? Restart the dialog with these integrated marketing tips.
