The Devil’s in the Details:

Best Practices for Writing Successful Direct Mail

CALL: 913.341.1211 EMAIL: Pat@PatFriesen.comVISIT: PatFriesen.com/articles

Direct mail is NOT dead …but those who know how to

write for it are quickly disappearing.

Direct Mail:

• Virus-free• 3-dimensional• Hard-to-ignore• Engaging formats• Easy to highlight, file, share, refer to

Appropriate

►Audience►Product/Service

►Objective

Write for scanners vs. readers

The 3:33 Rule

Odd numbers vs. even(997 vs. 1,000)

Numerals vs. numbers as words(1,000 vs. one thousand)

$10,000 vs.

$10,000.00

Sell BENEFITS, not features. Your reader wants to know,

“What’s in it for me?”(WIIFM?)

Be Specific• Save money• Save hundreds of dollars• Save an average of $478.22 each year• Save money to put your child through college

Keep words,

sentences &

paragraphs short

•

Words: 5 characters or less (75%-80%)Sentences: 1 ½ lines or lessParagraphs: 6 lines or less

How long should a letter be?

Letters should be signed.Letters should be signed by a

person, not a company.

Hot Spots

Photo captionsBulletsHeadlines & SubheadsSalutationJohnson BoxFirst SentenceP.S.

Don’t bury your call-to-action. Repeat it more than once.

Looking for a strong first sentence to launch your letter?

.

Never end the first page of a multi-page letter

with end punctuation.

It doesn’t matter what’s inside your outer envelope

if it doesn’t get opened.

►Teaser copy►Return address►Addressing ►Postage

Google: Tension Envelope Free White Paper

FREE is one of the two most powerful words in the

English language.

Free quoteFree 30-day lookFree guideFree cost comparisonFree analysisFree white paperFree __________

YOU

Google the “We-We Calculator”

It’s FREE! And it measures the customer-focus of your

copy and content.

Find creative ways totransform intangibles into

something more tangible …and also link your direct mail

to your digital assets.

Repetition works. Find multiple ways to

say the same thing and say it more than once…

rates are affordable only $10.77/month

pay less than 36¢/daythat’s less than a 1st stamp

Don’t write in a vacuum. The sooner you team up with

your direct mail designer, the better the end result.

Use testimonials & product reviews to diffuse

buying objections

Use charts, graphs & images to support key copy points

Test. Test. TEST!

Writer’s Resources: White Paper: How to Create Successful Direct Mail

Online: We-We Calculator

YouTube Video: 4 Design Best Practices for Direct Mail

eBook: The Cross-Channel Copywriting Handbook

Questions?????

CALL: 913.341.1211 EMAIL: Pat@PatFriesen.comVISIT: PatFriesen.com/articles