Copywriting

18 Ways To Increase Readership Of Your Direct Mail Letter. . .and Achieve Greater Response

Direct mail isn’t a complicated business. If you can get more people to read more of your letter, you’re going to achieve a greater response.

Successful direct mail is a conversation that motivates the reader to take a specific action. Get the prospect to listen more – or in our case, read more of our letter – and we have a greater chance to getting them to take a desired action.

Here are 18 proven ways you can increase readership of your direct mail letters and achieve a more profitable mailing campaign.

1. Make the letter look like a letter. Practically everyone is going to recognize it as a “mass mailing” but create the perception of a personal letter.
2. Include a salutation. You wouldn’t start a conversation without a greeting so include a salutation with your letter. And assign title codes. There is nothing more impersonal than “Dear Mr. Tom Jones.” (Even if you only have title codes for half your prospects use them. Getting 50 percent right is much better than 100% wrong.)
3. You’re writing one letter to one person. Good direct mail is an “I” to “you” medium. Not “us” and “we’s.”
4. Sell benefits, not features. You may be proud of what you’re selling but the letter isn’t about you. Write about what’s important to the reader and show them the benefits of responding today.
5. Use wide margins and double space between paragraphs. And don’t justify your right margins. Clean to the left, ragged to the right.
6. Use a serif type for your letter copy – Georgia, Courier and Times Roman are examples. Serif type has the little “feet” at the bottom and is proven to enhance reading flow and reduce eye strain – which is why your newspaper, magazines and published books use serif type. Graphic designers seem to love sans serif type but save it for headlines and things you don’t want read – like disclosures.
7. Typically, the letter’s first paragraph and the P.S. at the end of the letter get the most attention. Use these areas to capture the reader’s attention and tell them the benefits of responding.
8. Remember, you’re trying to communicate, not impress. Write in a conversational style and if this includes incomplete sentences, the use of contractions or a prepossession at the end of a sentence, so be it. As a rule of thumb, if you can’t spell a word or need to look-up its meaning, don’t use it.
9. Use your words to create an image for the reader. If the reader can see himself or herself in the situation you create, they will take an interest and read on. It’s like selling a house. When you hear the prospective buyers talking about where the sofa will go, you know you’ve got them. Same thing here. With your words, let the reader picture how they will benefit by responding today.
10. Use an involvement device – surveys, petitions, punch-out tokens, samples of cloth, address labels, greeting cards, CDs – anything you can use to get the reader involved will increase readership and response.
11. Keep your paragraphs short. You want to vary your paragraph length to keep your copy interesting and flowing but as a rule of thumb, limit each paragraph to no more than 5 lines.
12. Always indent your paragraphs. Eye-camera studies show that indented paragraphs “catch” the eye moving down the page and make the letter more readable.
13. Single space the letter. Double space between paragraphs.
14. Don’t end a page with a complete sentence. Look at your newspaper. To finish practically any article, you have to turn the page and that’s exactly what you want the reader to do with your letter – keep reading toward the final call to action.
15. When using abbreviations, always spell the word out when first used. For example, rather than beginning a letter with “A.C.L.U.” you would write, “American Civil Liberties Union (A.C.L.U.). You’ll lose all momentum if the reader must turn back to the start of the letter understand what you’re talking about.
16. Remember, as a direct mail copywriter you’re a salesperson competing for the reader’s time. Get to the point and stay with it.
17. When using “handwritten” notes in the margin and/or underlining, be sure the letter signer uses the same pin used to sign the letter. This is one letter, written by one person, to one other person. Make it believable.
18. Use nothing smaller that 10 point type (except for disclaimers) and for an older audience, you’ll want to use a larger 12-point type.

As direct mail copywriters, we can’t close the sale without getting the prospect to read our letter. Use each these proven 18 tips to increase readership and you’ll see a positive impact with your response.

About the Author

Hugh Chewning is a professional direct mail copywriter and consultant who helps consumer, nonprofit and business-to-business organizations acquire, retain and cross-sell customers. You can find more about Hugh’s approach plus his free-package critique offer at www.cdmdirect.com. And for more free tips on how to improve your mail’s profitability, sign-up for his free blog, Direct Mail Insights.

Copyright © Hugh Chewning. All rights Reserved. You may reprint this article online provided that you keep the links live and keep all the content “as is,” including title, author byline, article text, and “about the author” information.

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Write Great Ads: A Step-By-Step Approach $24.95 You don t have to be especially creative. And you can forget about writer s block. Because now, even if you ve never written advertising before, there s a simple proven way to Write *ADS* Great copywriters aren t born. They re made! That s because writing isn t a talent you re born with it s a skill as learnable as driving a car or typing. Write Great Ads takes the mystery out of copywriting and shows how to write effective advertising copy for print ads, direct mail packages, radio spots, and television commercials. Write Great Ads takes you, step-by-step, through every aspect of the process. You ll learn: How to zero in on the key features and benefits of your adHow to write a headline that really sellsHow to come up with an original, effective selling conceptHow to put all the facts together and craft an irresistible call to action guaranteed to pull in sales!This one-of-a-kind workbook breaks advertising down into simple steps that anyone no matter what your level of experience can master and enjoy. Write Great Ads is also packed with fill-in exercises and self-tests so you can practice each step immediately. This is a practical, straightforward, and instructive book with heavy emphasis on fundamentals all in good, clear, no-nonsense English and an overall good reference for anyone interested in better communications.