Do you use a direct mail copywriter for your mailing campaigns? If not, you probably aren’t getting the best possible return on your investment.
Copywriting sells. It’s as simple as that.
Finding the right direct mail copywriter for your business is not as simple as choosing the first one you come across in an Internet search. Some copywriters write about all type of subjects while others focus on specific industries. Writing styles vary too…so make sure your direct mail copywriter comes across in the tone that you need for your products or services.
12 Things to Consider when using a Direct Mail Copywriter
1. Does the Direct Mail Copywriter Understand your Industry?
Look at how well the direct mail copywriter seems to understand your product and your company. If the professional does not take the time to learn and understand whom you are and what you offer then they cannot create highly effective copy for the materials that will be mailed out. That can easily translate into less than ideal responses.
The ideal situation is to find a copywriter that has previously written about your business or has some previous knowledge. You don’t want to be charged for unneeded research time.
2. The Call to Action
Evaluate whether the call to action is clear enough and very specific. This is the part of the material that should make the reader want to take the desired action, and if it falls flat then your response rate could suffer considerably. Make sure that the reader understands what action they are actually supposed to take instead of being coy or vague about it.
3. Reaching the Right Demographic Correctly
Consider whether the direct mail copywriter knows and understand the specific market that you want to reach so that the copy is compelling and effective with these demographics. The content should be directed to the targeted audience that you have instead of being scripted for the entire world in order to get a great response from the targeted population.
A direct mail copywriter that typically writes copy for senior citizens may not be the right choice for your mailing pieces aimed toward the X generation.
4. Does the Copywriter tell the Benefits of your Products or Services?
Does the direct mail copywriter understand the importance of showing the product benefits? Some professionals focus on the call to action and only list the features of the products being showcased, but this can be a big mistake. Your material should show how your product or service benefits the reader and is useful or needed.
Most potential buyers or clients are searching for help to a specific problem. Your copy must tell the reader how they will be helped. How you can make their life easier from the benefits you provide is what they need to know.
5. Get to the Point!
Look at the copy provided by the direct mail copywriter and determine whether it is concise and straight to the point. If the copy does not get to the point quickly then you could lose the interest of the reader and they may not make it to the part where you place your offer or provide an effective call to action that is designed to get a response to your item.
If the direct mail copywriting is for a letter, make sure the first sentence says loud and clear what you are offering. For postcards, the largest text should be your main point and urge them to take action.
6. The Hook
The best professional will create text that is exciting and engaging, drawing the reader in and making them want to find out more about your company, products, or services. The first few sentences and the first paragraph have the most importance, and these provide a chance for you to hook the reader and pull them in quickly.
Nothing says direct mail fail better than boring and unimaginative copy. The right direct mail copywriter can make just about any product or service exciting.
7. Break it Up
Look to determine whether the direct mail copywriter breaks the text up into small blocks that are manageable or if they produce large paragraphs that are difficult to read all at once. When text is broken up the reader is more likely to continue, and large blocks will scare them off and cause your items to be thrown away instead of getting a response.
For direct mail letters, your copywriter should use short paragraphs and include headings. Readers like to quickly scan through copy to see if it interests them. If they can’t promptly determine what it is about, your piece will practically jump into the abyss of the trashcan.
Whether the title of an article or the headline of a sales page, readers make snap decisions based on a quick scan of the top of the page.
8. Is the Direct Mail Copywriter Enthusiastic?
The best possible direct mail copywriter will be excited and enthusiastic about your company or products, and this will show in the material that they create. It will also be readily apparent if the writer finds the topic boring or dry and this can affect the response rate that you get from the campaign.
Enthusiasm shows through in writing. When a copywriter is bored with the subject you will get less than stellar results. If they normally write instruction manuals or technical jargon, they are probably not the best writer for the job.
9. Impressing the Reader with the Benefits not the Writing
A great direct mail copywriter will write content that sells the benefits and advantages of the product. While the reader should be impressed with the ability of the person who created the content they also need to be impressed with the product or service that is being offered in order to convert to a customer.
You can write copy that’s clever or copy that sells, but rarely both at once. Clever copy may well bring people closer to your brand, but it won’t bring them closer to their wallets.
At times writers can get carried away with superlative phrases that sound great but don’t really communicate the benefits of what you are selling. Copywriting that converts is an art form.
10. Strong and Powerful Call to Actions
A powerful call to action that is strong and persuasive is usually the best way to get the reader to act, but not every writer can produce material that has these qualities. Look at this component and decide whether it would cause you to take the desired action or not.
Even though a call to action is often only a few words, they are the most important words of your direct mail piece.
11. Answering the Right Questions
Examine whether the direct mail copywriter has answered the most obvious questions that the reader may have. If important details are missing then the recipient will get incomplete information, and this could cause them to use a competitor instead.
The direct mail reader shouldn’t have to search through the piece to get the answers to their questions about your products or services. The best written copy will answer questions immediately and convey needed information.
12. P.S. Don’t forget to Proof and Double Check
From the initial greeting to the call to action to the postscript, all of the content in your material is important and should be the highest quality. Look for mistakes in spelling, grammar, and other aspects of the material before you decide to choose a copywriter.
What do you consider and evaluate before you hire a direct mail copywriter?
Las Vegas Color Graphics will handle all your direct mail needs. From concept and graphic design to printing and mailing, we have all the bases covered. For more information about our direct mail services click here or call us now at 702.617.9000.