I’ve been following copywriter John Bethel for a short while on twitter and recently he has been randomly publishing a bunch of direct mail tips for your next appeal – take a look.
Direct mail letter tip: Tell a real story & weave it throughout your entire letter.
Direct mail tip: Mixing typeset w/handwritten teasers on outer envelope can boost response.
Direct mail tip: For your next No.10 envelope mailing, test using No.11 or No.12 against it.
Direct mail tip: Place the name of the person signing letter above the corner card on carrier envelope in courier typeface.
Direct mail tip: When using No.11 or 12 carrier envelopes, make sure you also use larger carrier window.
Direct mail letter tip: “You” & “Your” most important. And type “I” instead of “we” most of the time. Keeps it a 1-to-1 communication.
Direct mail letter tip: Occasionally use 1-sentence paragraphs for emphasis. Even 1-word paragraphs are great.
Direct mail letter tip: Hook your paragraphs together with “connective” words – ex: And But Then Why – to build & keep reader moving.
Direct mail letter tip: Try using “handwritten” marginal notes in blue or red ink.
Copywriting tip: Read your draft copy ALOUD & anywhere u stumble, revise & smooth it out.
Direct Mail letter Tip: Write about a real live person — NOT just your mission statement or programs.
Direct Mail Tip: When using hand-written copy — be sure to keep it short (hard to read otherwise).
Direct Mail TIP: Giving a deadline date for reply can boost response, but give a believable reason for it.
Thanks John for these great tips. I look forward to doing a part 2!
I’ll definitely tweet more over time — in the meantime, thanks for posting this!
My pleasure John. These sorts of tips are invaluable to charities… so thank you!
These tips are a good reminder of some of the little things you can do to boost your response.
Here’s a tip that I think should nearly always be a rule: Start your letter with a short, attention-grabbing sentence.
It is amazing how many letters I see that start with long, dense paragraphs. Not only are they long, they are often sluggish and filled with “wind up” copy.
I nearly always start letters with a short, punchy sentence. As short as one word. As the letter goes on, I slowly introduce longer paragraphs. The idea is to make the letter appear easy to start reading. Once you have someone’s interest, they’ll be willing to read longer paragraphs, though these should be no longer than 7 lines.
Love it Dean. That’s a great tip! Everyone loves tips…
Read the copy aloud, one of the easiest and best tips, great advice!