How to Become a Direct Marketing Copywriter

There are no shortcuts to become an expert direct marketing copywriter. The expertise which many copywriters want to possess comes with a lot of practice, a lot of cross- referencing, and a lot of exposure to new and different methods and styles of writing direct mail marketing copies. However, one point worth remembering is: the ultimate aim of your copy is to sell the product and nothing else. Therefore there are no set ways or methods of writing the ‘perfect’ direct marketing copy. Whatever style is makes a successful sale is the best!

However, a few pointers would see you through if you are attempting to write a direct marketing copy yourself. Firstly, be friendly. You are attempting to ‘connect’ with a vast pool of faceless and nameless people who you call your audience. The only welcome approach would be the friendly one. Speak to your audience as you would speak to them over a cup of coffee. Keep your tone warm and engaging. Make your audience feel that they are the single most important species on the planet. There is nothing like a little ego massage to get you going. Secondly, never bore your audience with long sentences, jargons, technical terms, and a story about yourself! Most copywriters tend to focus so much on themselves- why they are what they are and so on, that they forget about their objective of writing the copy. Your audience doesn’t care a zilch about who YOU are and why you are selling whatever it is that you are selling. And you know what, they don’t even care two hoots about the product! Seriously! All they want to know is why they should buy your product and what use would it be to them. So before writing about all those ‘salient features’ of your product in bullet points, get your act together and write, instead, what the benefits of your product are.

Your copy is directly responsible for the image of your company. If you write negative things about some other companies or products, it would reflect on the reputation of your company. The best way to keep a squeaky clean reputation would be to avoid indulging in verbal battles. Many companies indulge in rabble rousing copies about how ineffective their competitors’ products are compared to their own. Keep away from any such intentions even if you are tempted to. Always let your customers be the final judge.

The last advice would be to make sure that your product lives up to its reputation. Your copy would have created an image in the minds of your audience about your product. If, by any chance, it fails to deliver in one or more parameters, your customers would write it off immediately. And a negative remark takes negligible time to spread and can seriously damage your reputation in the market.

Advantages of Every Door Direct Mail and Why Your Company Should Be Using This New Service

Every Door Direct Mail is a ground breaking new program by the US postal service which will allow you to mail postcards at only 14.2 cents per postcard. This program satisfies a large number of small businesses who otherwise could not afford to mail postcards

Control your delivery time with Every Door Direct Mail

EDDM gets your marketing piece in the hands of your customers when you need it to be. It’s a great program because you can control when your marketing piece hits. You prepare your mail instead of a mail house.

No fees to mail with EDDM Retail

You don’t have to pay any fees to the post office to mail your postcards which in the past made it cost prohibitive for businesses like yours to mail postcards.

Dominate the mailbox with EDDM Retail

Every Door Direct Mail is a tangible printed piece that is larger than 6.25″ tall or 11.5″ long. This means that your mail piece, as inexpensive as it is, can hit the mailboxes bigger than all of other mail piece. The postal patron will get their bills, but also your mail piece which consumes the mailbox. It will be bigger than every other piece in the mailbox.

Let your customers save your marketing piece with EDDM Retail

Many businesses look to online marketing as alternative to print advertising and direct mail. Do you think that customers save emails? With so much spam on the Internet today, it is very difficult to capture the attention of your customers in that medium. With this program, your customers can save your mail piece giving you months of return customers from that one tangible postcard.

Your competitors don’t know about EDDM Retail

This program has only been around since March of 2011. This means that the program is so new that your competitors aren’t using this program. You can get your marketing message out before your competition knows. This gives you an advantage by beating them to the clients. This won’t be like this forever, so it gives you the opportunity to mail now with little competition.

Every Door Direct Mail is a slam dunk for businesses like yours to get the printed pieces into your customers hands without a high price. We are recommending to all of the businesses we know to use the Every Door Direct Mail retail program to boost your bottom line.

Optimizing Your Direct Mail Campaigns

If you were forced to choose only one sure marketing strategy for getting advertising or promotional materials to your new and future customers, that method should be direct mail.

A direct mailing campaign offers many attractive features. It is an effective and convenient way to get information about your business and products to your customer base right in their own homes or businesses. It is easy to catch your customers eyes with attractive brochures, and you can hold their attention as they peruse your ads at their own leisure. It is also a good way to get your information to a large group of people and is extremely economical! In addition, your potential customers will find this marketing technique less annoying than intrusive methods like telemarketing.

There are some downsides to direct mail, however. For one, if not formatted correctly, your customers may perceive your mailings as junk mail and not give them the attention you hoped for. As a result, the recipients might not bother opening your mailings and actually look at your offer.

This risk is more than offset by the huge payoff that can result from direct mailing campaigns. Even if only a few percent of your mailings result in successful sales, the slight cost of direct mailing will be well worth your time and money.

Here is an example of how direct mailing can pay off. Suppose you have an item you would like to market that costs you $50 to make or buy, and that you sell for $200. To inform customers of your product you send out 1000 mailings to past customers and people in your local community. Lets say you can do these for about 50 cents per item (the cost of producing the advertisement and postage). That means your 1000 mailings will cost you $500 total.

Next, lets make a very pessimistic estimate of your return rate. Suppose that only 1.5% of the people who receive your mailing actually end up purchasing your product. This means that you will make 15 sales of $200 each. This might not seem like very much until you analyze the costs and profits. You invested $500 in producing the mailings and $500 to obtain the product. You had a gross income of $3000, and, after costs, a net income of $2000. This is a huge return for what was essentially a very small investment!

The best part of the deal is that this example used a very small rate of successful sales conversion (1.5%). With quality mailings that are adequately focused on your customers needs, you should be able to increase that number up to 20% or more!

As another example, consider a recent popular self-help book. The publishers of this book chose as one of their first marketing campaigns a series of mass direct mailings. After their first mailing, they estimated their success rate in converting mailings to sales at 20%. They then followed this up with a second wave of mailings in which they greatly increased the mail volume. Their success rate shot up to 24%! In a third wave of mailings, their success rate stayed steady at 22%!

This is a good example of a well-timed direct mail strategy. The publisher used the first mailing to get the word out about the book and kick off sales. The second and third mailings were timed to capitalize on the success and recognition that the book had already obtained. Once people had heard good things about the piece of literature, they just needed the extra incentive of the mail advertisement to motivate them to go to the store and make the purchase.

To create your own success story like this, make sure to take care when you create your mailings. A poorly written ad will not increase your sales no matter how many people you send it to. In fact, writing a good ad is difficult to accomplish and requires a good deal of creativity and professional quality writing. You can find books on the subject if you are unsure about your writing and graphical design skills.

The other tricky part of a direct mail technique is to decide who to send the materials to. If you send your mailings to the wrong people, you are wasting your time and money. Do a thorough analysis of your customer base and their purchase records in order to determine who are the best targets for your direct mail campaign.

Direct mail is one of the easiest, cheapest, and most efficient marketing devices you can use. A little thought and care into the creation of your direct mail advertisements will reap you huge rewards in sales and is well worth your time.