How to Write Direct Mail CopyDirect mail is still live and well. Proof: just check your mail box. Even in this day and age of the Internet, a lot of products and services still rely on direct mail for success. USP (Unique Selling Proposition) MLM (Multi Level Marketing) Sales Kit How to Write Copy for Upper Scale Demographics The goal of direct mail copy is to SELL a product or service. It's a noble aim that I respect and value highly since until someone sells something to someone nothing happens in the economy. Our lives and livelihood, happiness and prosperity all depend on the sale process. Direct mail copy is an important ingredient of that crucial process that keeps the wheels turning in our daily lives. There are two main reasons why anybody buys anything: 1) To avoid pain; also referred to as the "fear factor." What's keeping your customers awake at night? If you know that you can write the copy that sells the product. All "promise of youth" products (skincreams, etc.), all diet and weight-loss programs are based on this principle. We all want to be healthy, young, and avoid sickness and death for as long as possible. Thus we buy the products that come with that "no pain" promise. Same goes with financial service products that promise us to prevent foreclosure on become millionaires. 2) To experience pleasure; also referred to as the "greed factor." This explains why most of the time people do NOT buy what they need but what they WANT. If you know what your customers want you can write the copy that sells the product. For example, here is a copy from an ad advertising a Redskins Fan Cruise program: Now, do you really NEED this cruise? Of course not. But do you WANT it? Of course, especially if you're a Redskins fan. Why? Because you'll be the "envy of family, friends and colleagues"... and "you'll return with stories only you can tell" What a pleasure! This is excellent sales copy written by a top professional who knows how to sell according to the "pleasure principle."
|
