Junk mail isn’t dead

Which is why you need a great direct mail copywriter.

Junk mail.

Even that term shows the kind of contempt that many people have for direct marketing.

Yet this kind of marketing has been successful for over 150 years.

In the US, Aaron Montgomery Ward started a mail order business with a one-page catalogue back in 1872 and was earning over $1million by 1888.

Richard Warren Sears used the same tactics and mailed advertising flyers and catalogues to people living in small towns. By 1896, the Sears catalogue featured more than 50 products and was sent to over 300,000 homes in the US.

Direct marketing worked then and it works now because it’s cost effective and totally measurable. You know exactly what gets a response and what doesn’t. How much money you’ve spent and how much profit you’ve made.

Then came email

Everything changed with the internet. Email came along and could do all of this, much more cheaply and quickly. Instead of returning a coupon, people can click on a button.

It wasn’t long though before we all became saturated with emails. A staggering 269 billion are sent out every day. The average office worker receives 121 emails a day. And then of course, there’s spam to deal with and GDPR.

Which is why direct marketing is making a comeback. Big time. In 2017, the total spend on direct mail in the UK was £1.75 billion, making it the third largest medium behind the internet and TV.

Direct marketing is still a fantastic marketing channel – as long as you know what you’re doing.

Why you need a top direct marketing copywriter

Because direct marketing is so old, there are tons of tried and tested sales techniques which can be used in any mailer, catalogue or flyer.

That doesn’t mean it’s going to be successful though. It all depends on the skill of the copywriter.

Pulling out the benefits and linking these to the psychological and emotional triggers that drive everyone – look younger, get richer, save money, be fitter, look smarter, be trendier, gain security, enjoy peace of mind, be everything you want to be.

Great direct marketing copy will demonstrate how a product or service will satisfy these psychological and emotional triggers. And create the kind of urgency and desire that makes the reader want to respond right now.

In fact, there’s a 7-step checklist on how to write the perfect, sales-building direct mail letter which has been proven to work time and time again.

  • Promise a benefit in the headline and opening paragraph – the most important benefit to the reader

  • Immediately enlarge upon the most important benefit

  • Tell the reader exactly what he or she will get

  • Back up any statements with proofs, endorsements and testimonials

  • Tell the reader what he or she might lose if he doesn’t act

  • Rephrase the most important benefits in the closing offer

  • Incite action NOW and give a close date

    P.S. Include a P.S. (which is the second most-read part of any letter) which restates the offer and includes another call to action

But is it as simple as just following this checklist?

No, of course not. It takes an experienced pro DM copywriter to turn this list into magic words that work.

To get the Word Dept writing your next direct mail letter or pack, get in touch today. Call 07966 196706 now, email jamie@worddept.com or use our dead easy Contact Form.