In this final part of our three-part series on designing for direct mail we’re going to talk a little about the copy or content you write for your direct mail piece: what language and words to use, what language and words to avoid.
Best Words to Use in Direct Mail
Free – Virtually everyone responds positively to the idea of getting something for nothing. Including “free” in your copy or offer is eye-catching and sure to generate interest.
Amazing – Not unlike with the term “free,” everyone likes to be amazed — either by new technology, a wide array of features, a great deal, etc.
Discover – Discover something new or different you didn’t know before; “discover” invokes our sense of curiosity and makes us want to explore further.
Easy – In a world of constant change and increasing complexity, “easy” reassures and let’s the reader know you’re not asking or demanding a signficant investment of time.
You – What’s in it for me? Let the reader know they are the central focus of your concerns.
Building on how colors can convey or suggest specific ideas and meanings, it’s time to consider what kind of images or photography to use in your direct mail piece(s).
Words to Avoid in Direct Mail
Expensive – Everyone wants a deal!
Price – Focus on the positive benefits your customer will enjoy and what you’re able to deliver to them.
Cost – Similar to “price”; talk about what the customer will receive, not what they’ll have to give-up in return.
Charge – Charge implies a debit or debt; something being taken away.
Sign – “Sign on the dotted line” or “sign-up for the best deal”: asking for an up-front commitment before the customer has had a chance to use your product or service tends to discourage and scare people away.
Clearly, there are many more words and phrases that could be added to these categories, but these should give you a good idea of what the best kind of messaging content works in direct mail. Consider how the language you use builds to and reinforces the most important part of your direct mail piece: your call-to-action. Give your direct mail recipients good reason to respond to your piece and make it as easy as possible for them to respond. Tell your recipients the best way and the best time to respond and make sure you’re there to respond to their queries.
If you have any questions about Direct Mail, give us a call at 330-597-8560. We’re happy to help you get the most out of your printing project.
