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Home   >>>  Resources and Support  >>  Use Direct Mail for Marketing Success  >  Step 3: the Text or Copy or Offer

Step 3: The Text or Copy or Offer

For businesses seeking to sell a product or service, a traditional direct mail marketing piece always includes an offer and a call to action. The offer is worded to motivate the recipient to take action; the call to action tells the recipient what to do and may give a time frame for acting (known as creating a sense of urgency). The offer or the wording on the mail piece accounts for 20% of the response rate.
 
Not all direct mail marketing campaigns are launched for the purpose of generating sales leads. Other reasons for sending something through the mail include increasing name recognition or brand awareness, providing information, and making announcements.
 
Here are some additional elements that all direct mail marketing pieces should include:
  • The benefits to the recipient. Persuasive text for a direct mail marketing piece tells the recipient what he ultimately wants to know what's in it for me. Translate product and service features to benefits; overcome problems or fear with a solution; appeal to emotion - just remember to clearly state why the recipient should continue to read the mail piece or take the action you recommend.
  • Your company name, logo and contact information. Your company name and logo are important for establishing name recognition or brand awareness. However, they normally are not placed in a dominant position on the mail piece. Save that location for a reader benefit statement. Do be sure that the contact information is easy to find and contiguous to the call to action.
  • Return address. Adding a return address implies that your business or organization is established and is committed to transparency in its communications. A return address, when used with the proper endorsement for mail that is undeliverable as addressed, will enable you to keep your mailing list current.
We can help you through this process. Give us a call at (719) 591-0790 or email info@lxprinting.com.