One of the biggest challenges in direct mail design, at least for many people, is the body text (also known as the ad copy). Effective copy is essential in communicating what your business is all about and in differentiating yourself from competitors and other offers.
Let's look at some direct mail design best practices to make your mailer stand out.
Keep It Short
Keep your copy short, simple, and to-the-point. Leave complicated sentence structures and ten dollar words to the novelists. Put simply, you should write concise ad copy that tells potential customers exactly what they need to know, and further, what their next action needs to be.
If you only had ten seconds to pitch your business to someone else, what would you say?
Break It Up
When people pick up their mail, they typically scan it just as they do with online content. With mere seconds to make an impression, ensure that all images quickly convey "who you are and what you do" while the offer(s) immediately grabs attention.
It's best to break your pitch down into single-line bullet points to highlight each key benefit. If you run a lawn care business, for instance, your three bullets could be "guaranteed lowest price," "20+ years local experience," and "guaranteed on-schedule service."
Show, Don’t Tell
Use one or more images on the mailer to support your ad copy. Ideally, the right mix of imagery and copy will effortlessly communicate a great deal of information, while helping the prospect visualize the benefits for themselves.
For example, a mattress company shouldn't sell "the best mattress in the world." Instead, they should sell the idea of "an amazing, restful, and rejuvenating sleep -- every night."
It’s all about helping readers vividly imagine how their lives will be better after becoming your customer.
Highlight Pain Points
Whatever your business, you solve a problem for your customers, and readers need to know that you really understand that problem. Using a storytelling approach can be a great way to handle this part of your copy.
In one or two sentences, give some statistics or a brief story about how you helped solve problems for others. If it's a problem that's common and doesn't have easy solutions, you'll immediately pique interest. Through just a few bullet points, you'll set a path toward proving your business's value.
Show How You’re Different
No matter what your industry is, you're probably competing with others for business. Once you’ve told readers what you can do for them, let them know how you can do it differently than anyone else. Do you have the lowest prices in town? The fastest availability? The staff with the most certifications? Say so.
As long as you’re addressing their needs, and offering a convenient solution, you’re sure to attract plenty of new business.
See why advertisers and small business owners have mailed over 85,000,000 offers via EveryDoorDirectMail.com. Launch your own EDDM® campaign in 10 minutes or less.