9 Ways to improve your direct marketing copy

Make your copy approachable.

Even great copy won't work if people don't read it - so present everything in digestible, "bite-size" chunks. Use short paragraphs, bullets, sub headings and bold words. Your page or screen should be at least 45% white space.

Present the call to action early - and often.

Most audience members won't read your entire piece; and many skim, or skip around.

State your benefits first in every sentence.

Wrong: "Graphical, point-and-click user interface saves hours of your valuable time." (feature mentioned first)

Right: "Save valuable hours on a wide range of tasks, thanks to and easy-to-use, point-and-click interface." (benefit mentioned first)

Sell the offer, not the product.

Wrong: "Send for your free packet and discover the powerful benefits of the Acme Integrated Infrastructure Miracle Suite." (selling the product)

Right: "Send for your free packet and learn how companies like yours are already trimming costs, boosting morale, and earning higher test scores for their kids." (selling the offer)

Use second person ("you") language.

Don't talk about yourself, your company, or its products - talk to the reader, about the reader.

Wrong: "Our matchless products ..."
Right: "You'll eliminate hours of tedious labor ..."

Keep it action-oriented.

Repeatedly describe the reader taking action ("Call today and find out how …").

Follow this formula.

1. Acknowledge pain or opportunity
2. Offer benefit (ease pain, grab opportunity)
3. Call to action
4. Offer description & benefit(s)
5. Call to action (Note: repeat steps 4 & 5 until you're out of 6. compelling offer benefits - or space)
7. Product mention, brief benefits
8. Sweetener (a reason to respond NOW, such as a giveaway or 9. limited-time discount)
10. Summarize benefits of responding (keep it punchy!)
11. Call to action

1. Every word counts, list ALL the benefits - no more or less.

   Take the skimmer test.

   Finally, go back to the top and read only the headlines, subheads, and underlined or bold phrases. These words alone should tell your story - if they don't, adjust as necessary.
   

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