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The message in your Direct Mail piece is the most important element of all. It greatly influences your customers’ responses, so crafting the right message is critical to your Direct Mail campaign.
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What Should I Say and How Should I Say It?
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Visualize your audience and determine how your product or service fulfills their needs. |
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Write as though you were having a friendly conversation with the recipient of the mailpiece. |
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Focus on the recipient—use "you" more than "we." |
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Highlight the benefits of your product or service, and emphasize what the recipient will get from using it. |
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Include a clear and compelling "call-to-action" so customers know how to respond to your offer. A strong call-to-action answers these questions: |
- What are you offering or selling?
- Where is it available?
- How can a customer acquire it?
- When does the offer expire?
Always remember to clearly communicate the best way for your customer to respond (e.g., in-store visit, Web site, phone call, etc.).
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