14 basic rules for successful direct mail copy

Through all the hoopla of unusual copy approaches and a multitude of tests, certain basic rules of copywriting success remain the standards. Here are fourteen of those rules:

1. Remember to keep the first sentence short. Your reader will form an instant impression of your letter by reading the first sentence. If it’s short and easy to read, chances are better that he’ll read on, but if it’s slow, long or too complex, he might abandon it.

2. Be selective in your salutation. Avoid, at all costs, using those trite, stuffy openings like “Dear Sir” or “Gentlemen.” An often overused choice among direct mailers is “Dear Friend.” It’s OK, but if you can personalize your
opening, do so. For example, “Dear Collector,” “Dear Tennis Nut,” “Dear Executive” or “Dear World Traveler” can help you zero in on your readers and establish a better rapport.

3. For special-interest groups, you can even leave out “Dear.” Try “This Private Notification Is Limited to Executives Earning More than $50,000 a Year” or “Information for Experienced Collectors Only.”

4. Watch your spacing in the letter. For the sake of improved readability, single-space the letter and double-space between paragraphs. Most people find this style the easiest to read.

5. Another important rule is to make sure your intentions are clear. You may tease a reader on the outer envelope, but don’t make him read five pages to find out what you’re selling. Remember, at the letter’s opening you have his attention—so don’t be afraid to “fire your biggest gun” at that point.

6. Use specifics to strengthen your copy. Don’t just write that your vitamins are superior. Tell why, and use concrete examples.

7. Use specifics in your testimonials. For a photography book promotion, don’t use, “Your book is really terrific. I enjoyed it very much.” Instead use, “I tried your ideas and methods…so far I’ve had 19 photos accepted and paid for—and I’m just getting started.” Give your readers “meat,” not generalizations.

8. Make sure what you provide is exciting to the reader. Sometimes what’s exciting and important to you isn’t interesting to the prospect. So you need to key in on his needs and concerns, not yours.

9. Include the active voice. Isolate all phrases telling what you’ll do for the person. Then make sure to revise a passive voice to an active voice. Don’t write, “The kit will be forwarded to you immediately.” Instead, simply write, “I’ll send you your kit.”

Be clear about your intentions...you may tease a
reader on the outer envelope, but don’t make him
read five pages to find out what you're selling.

At the letter’s opening, you have his attention—
don’t be afraid to “fire your biggest gun.”

10. Remember that benefits outsell descriptions. Increasing “you-benefit” copy and minimizing mechanical descriptions means better response. You don’t sell a car by describing the type of safety glass or the gauge of steel, but a buyer will respond if you emphasize benefits: great handling, increased gas mileage, high resale value, performance, clean lines, etc.

11. Check to see if the components of your mailing package reinforce each other. If you have a letter, brochure and lift letter or flyer, don’t just repeat the same copy. Make references in the letter to see the brochure for full details. The brochure could include excerpted articles or more benefits.

12. Make sure your principal sales story is feasible. Don’t use an episode that’s too unbelievable. A prospect respects probability, but will reject improbability.

13. Another rule is to zero in on reader action. Your objective is to make the prospect say, “Yes, I need that!” If he doesn’t act positively, then the only
thing you’ve succeeded in is keeping your name alive as a reminder. Give
readers the answers to their questions. Don’t keep them guessing.

Also, don’t forget to get the reader’s head nodding in agreement. Keep him reading on and keep him in a “yes” mood.

14. Watch your closing. Do not use, “Yours truly” because it’s
overly formal. “Sincerely” is appropriate for most business-to-business letters. And for more creative and personal touches, consider “Yours for more
vigorous health,” “For the Board of Directors” or “Bless you, my dear friend”
(for fundraising only).