When you work in the direct marketing and mail business you’ve probably discovered one of the unique circumstances of marketing, and sometimes the most frustrating, is that there is no single right answer why marketing works, or why it doesn’
For example, look at the variety of communication tactics we now have to use with direct marketing and mail. There are so many ways to attract the reader’
You may need to develop more creativity
Maybe in a recent test to a mail piece, you found that a single word affected the results.
The list goes on but these are words that sell. Get in the habit of paying attention to which words attract your own eye as you’re scanning direct marketing campaigns, checking email subject lines, even scrolling through text messages.
Getting to the right word
When you look at a sentence, a tweet or the subject line of an email, there are words that jump out at you. It’s a good idea to put these words in the beginning or the end of a sentence or paragraph.Practice placing or exchanging words at these hot locations. With only a second or two to capture the reader’
Learn speed reading
Some writers work real hard to show the reader how smart they are using big words. The last thing you need in direct marketing copy is a nearby dictionary for your reader to decipher your code.
For example change the word inoperative to doesn’
Here are a few final ideas…
Save samples of successful direct marketing campaigns from direct mail, emails, display ads, or an industry paper that you felt was effective in attracting attention. Save even marketing campaigns created by others that may have caught your eye. Then ask:
- What motivates you to set a direct mail piece aside, pitch it or read it immediately?
- Next, if an email caused you to react immediately on the offer, why?
- If a direct mailer used an envelope, was it the size, color or shape of that envelope that attracted you? If it was a post card, what drew your eyes to the copy? Did the design cause you to flip it over? Was there a CTA (call to action) in a display ad?
- If the marketing communication used personalization was it specifically to your needs? Was your name spelled correctly?
- Did you react positively to the style and the tone of the promotion?
Review all your answers, correspondence, and recommendations to find the clues that can unlock a great response to future marketing ideas. Listening is a valuable skill for successful marketers. Using the right words is invaluable or should that be priceless?
MVS Mailers, Inc.
31 Crossways East
Bohemia, NY 11716