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How to Write Killer Copy that Boosts Response Rates and ROI
Alice Brown – Editor
Killer copy (or content/text) helps ‘sell’ your products and services and is crucial to the success of any direct mail campaign; so take a second to digest these quick tips to writing killer copy that boosts response rates and your ROI.
It’s all about the ‘Benefits’
Write about the ‘benefits’ of your product/services and less about your products’ ‘features’. benefits’ focus on your customers.
Benefit oriented statements/phrases focus the attention on your customers ad help your customers understand how your products/services will make their life just that little bit easier.
A gardening service could highlight the ‘benefits’ of their lawn care service by writing:
“Free up your weekend and relax! We’ll take care of your lawn and garden so you don’t have to.”
An example of a boring, ‘feature’ oriented piece of copy:
“We use professional lawn care tools and our team is quick and efficient”.
People respond and react to their emotions, so connect with your customers and use text/copy that sparks ‘emotion’. Understand who they are, and connect with them ‘emotionally’.
Example: “We know times are tough – and we want to help…introducing free coffee Mondays!”
Don’t use stiff, ‘advertising talk’ or impersonal text – it’s cold and boring and will quickly get your promotional mail piece tossed in the trash.
Get ‘personal’ and write as if you’re having a conversation with your customer. Conversational style (‘you’, ‘we’ etc) breaks down barriers and connects you with your customers.
Less is More
People ‘scan’ text and copy so keep your text short and your offer bold and clear. Tell your story, and then stop.
Use the ‘active’ present tense and drop your passive tense phrases. The active/present tense creates a sense of immediacy and urgency while the passive tense feels awkward and detached.
Present tense: “The dog bit the boy.”
Passive tense: “The boy was bitten by the dog.”
Your offer is the most important copy of your direct mail piece, so don’t rush it – take the time to create a powerful, compelling promotion that will grab your readers’ attention and push them to take action.
Do you ever want to choose zip codes for your residential, consumer or business mailing lists by seeing them all listed by city or county?
Save the time looking them all up by using this new functionality from LeadsPlease. Click on the link below to try.
We have a free service which converts your mailing lists into a print ready PDF for mailing list labels.
Call us with your order number : 866-306-8674 or email us : firstname.lastname@example.org or contact us
Ask us to “add or current resident” under the name & above the address to ensure that the mail piece is always left at the address and not returned to sender if the occupant has moved on. This will reduce the number of non deliverables returned to you. Maximize the impact of the mailing & minimize wastage.
Alternatively we can print & ship peel & stick mailing list labels for you.
Telemarketers & Sellers are required to search the Do Not Call Register every 31 days & remove from their mailing lists/ call lists the telephone numbers of consumers who have registered.
Organizations exempt from the Do Not Call Regulations will have a SAN number (Subscription Account Number) which is renewable every 12 months. You can find out more by going to the National Do Not Call Registry :
Consumers who receive telemarketing calls even though they are on the Do Not Call Registry can file a complaint with the FTC & violators could be fined up to $16,000 for each incident!
It pays to keep your mailing lists/call lists up to date and compliant with the regulations!
We offer a FREE mailing list service so that you can print your mailing lists on peel and stick labels let us know your order number and we will email you your mailing list setup ready to print on mailing labels. Whether your mailing list is a residential mailing list, business mailing list, New Home Owner or New Mover mailing list, we can help!
Simply email us at email@example.com or call our Toll-Free Customer Service line on (866) 306-8674 after you have placed your order – tell us your order number and ask us to email you a ready-to-print PDF file of your mailing list. We will email that to you within 1-2 hours of placing your order as an attachment.
To open this PDF file you will need either Adobe Acrobat® or Adobe Acrobat Reader® – the Reader is FREE and can be downloaded from http://get.adobe.com/reader.
Open the PDF file by double-clicking the file – Acrobat® will open it
Important! Make sure that the “Page Scaling” option (older versions of Acrobat) or “Actual Size” option (newer versions of Acrobat) is set to “none”. This option is found on the left side of the print screen about half way down.
TIP! Try printing just one page initially – to make sure that you have the labels the right-way-up and avoid spoiling many sheets.
We set up the mailing labels from your mailing list to print on Avery™ 5160 labels. These are 3 across and 10 down on a page – 30 labels per page. Product information can be obtained here: http://www.avery.com/avery/en_us/Search/?dimsearch=true&N=0&Ntk=All&Ntx=mode+matchall&Nty=0&Nr=AND%28SITESCHANNELS%3AAvery.com%29&Ntt=5160&x=7&y=11
There are other products which have 30 labels per page with alternative product numbers such as 8860 or 5660 or 51860. The 48160 is an EcoFriendly label. The labels should be 1″ x 2 5/8″ and 30 on a page.
You can purchase these labels at any office supply store or online.
1. Use a Targeted Mailing List Get your message/promotion in front of the people who are most likely to purchase your product or service.
2. Write a Compelling “Call to Action”
A successful direct mail postcard/flyer/brochure etc must include a compelling ‘call to action’ that drives the reader to ‘act’ and ‘respond’ to your mailing. A ‘call to action’ can be anything from asking your customer to go online to your website and fill out a form, to picking up the phone and calling you before the end of the month, or to stopping by and visiting your store.
No matter what your ‘call to action’ is, it needs to be obvious and compelling, so there’s no doubt in the reader’s mind about what they need to do to be able to take advantage of the promotion that you’re offering them.
3. Give them an Offer they Can’t Refuse
Create a compelling offer that will drive your customers to take action and respond to your message. Your promotion can be ‘buy one get one free’, or ‘$20 off your first order’ or simply a discounted price for a limited time.
The key thing to remember when you’re creating an offer, is that the more valuable and enticing your offer is, the more likely it is that your reader will respond.
Offers with ‘expiration dates’ yield quicker results and drive customers to take action, sooner rather than later.
4. Use Bold, Simple Designs & Layouts
The colors, fonts and images that you use on your mail piece can impact how your customer will respond to your message. After all, first impressions are lasting impressions, and if someone has never heard of your company before, it’s very important for your mail piece to accurately reflect your business, and make you stand out (in a good way!) and leave your reader with a positive, lasting first impression.
Use the ‘less is more’ principle when it comes to the design and layout of your mailing and use simple bold fonts, hard hitting, punchy copy, and clear appropriate images to engage your readers and keep them focused on your offer.
5. Be Honest!
Don’t use gimmicks or ‘small print’ to trap your valued customers and potential new clients.
Be honest with them about who you are as a company and what products you offer. Honesty and transparency are paramount and can be the difference between earning a good reputation and building a steady, loyal group of repeat customers, and creating a bad reputation that’s hard to break.
6. Get your Timing Right
Watch your competition closely, learn from their mistakes and keep an eye on their marketing and advertising efforts; boost your marketing campaigns when your competitors are lying low and economizing, and take advantage of the opportunities this creates to win over new customers.
Repeat mailings deliver higher response rates than one-time mailings; when you increase the number of times a customer sees your offer, you also increase the chance that your customer will respond to it. Think about running repeat mailings and sending out one campaign once/week for 3 consecutive weeks to get maximum results.
7. Track your Results
Track your campaigns and the responses you get so that you know how effective each campaign is.
Make sure you ask new customers where they heard about your services – was it online, driving by, or from a postcard mailing? If you run several different marketing campaigns throughout the year, keep track of which campaign delivers the best results and boost the number of mailings on the next campaign and watch your sales soar and your business grow!