Are you ready for our third step in creating direct mail that sells? We talked about how to create headlines and then communication so now we will focus on writing. Keep in mind that your writing needs to sell your product or service. So where do you start?
- Benefits: A benefit is what the user gains as a result of your product or service. Remember that benefits are not features. Too many times direct mail copy highlights features. Features do not sell, benefits do. Before you start make a list of all the benefits on your product or service. Then determine which is the most important to your prospects and customers. Use that in your headline. Then the other priority benefits will come in your body copy.
The best way to sell with your writing is to provide an organized layout. Your writing must:
- Get Attention: This is your headline and design.
- Need: Show your prospects and customers why they need your product or service.
- Satisfy: Show your prospect and customers that the need you just created can be satisfied with only your product or service.
- Prove: You must prove to them that they should buy from you. Use benefits, testimonials, comparisons and your reliability to prove to them that they should buy from you.
- Ask: This is your call to action. Tell your prospects and customers exactly what you want them to do. Make it easy for them to respond. Include an incentive to respond quickly with a discount, an expiration date or a limited supply.
Do you know your unique selling proposition? This is important to your direct mail selling because it allows you to stand out from your competitors. So how can you come up with yours if your product or service is really not that different from the competition? There are 4 things you can focus on, first dramatize a minor difference, dramatize a benefit, dramatize the name or the packaging, or create a special personality for your brand.
We would be remiss if we did not have you focus your writing on your customer. When you really know who you are targeting with you direct mail, all your writing needs to appeal to them. All 5 steps above will flow easily when you have a well targeted audience that you understand. Just because you like the copy does not mean your prospects and customers will. Get real feedback from a targeted group to see how they react to your copywriting. You may be surprised. In order to sell for you, direct mail needs to speak to the right people. Those people are your prospects and customers not you or your team.
One last note for you to consider, is what motivates people to buy. Here are 5 to consider, I am sure you will think of even more: To be liked, To be right, To feel important, To save money, and To save time. What will motivate your customers and prospects? When you figure that out your direct mail will sell better than it ever has before!
Questions or need help? Call us in San Diego at 619-448-6111 or email firstname.lastname@example.org. We are glad to help!
Next time we will discuss direct mail letters.