Featuring Demystifying Copywriting on Direct Marketing Association, Washington
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The document provides tips for writing envelopes for direct mail marketing that will entice recipients to open them. It recommends focusing on the key benefit for the recipient, creating a sense of urgency with words like "Act Now", keeping the text simple with 6-7 words maximum, asking questions to engage the recipient, and using visuals to generate excitement. Tone should be professional but not too salesy. The envelope is important to set the right tone for the marketing piece and persuade the recipient to open it and learn more.
Featuring Demystifying Copywriting on Direct Marketing Association, Washington
- 1. CoPYWRITING MARKETING ADVENTS MAY 2010 By Prashant ganDhi is exclusive or will make their lives easier. chaos. Six to seven words on your envelope Write Envelopes Create excitement with impactful words are all you can expect your readers to skim That Get Ripped such as introducing, discover, and new. Hit where it hurts: Our impulse to im- through to decide to open. Writing more only adds to the clutter (remember the Apart prove ourselves makes this your biggest asset while writing your envelope text. stamps and the usual postal markings). Watch your tone: While writing, re- E Focus on the needs or wants and show how member your envelope should look like a nve- to quickly and easily achieve the same. personal request -- not an advertisement. lopes Ask a question: Be direct. Ask a ques- The tone you use should be very profes- are tion that directly involves your reader. sional and pleasant. Never act as if you really the unsung Please do make sure that the question is know your recipients, because you really hero of direct directly related to your proposition. Be- dont. mailers. Because ing clever or casual will only agitate your Your envelope sets the flavor of the of their short reader. Your reader should be able to communication and is surely the key deter- lifespan, enve- answer your question in a simple, Yes, I miner of your success as a direct marketer. lopes surely miss want to know more, or No, thanks. Im not I hope to hear what you would like to say the credit they interested. on this, so please do share your thoughts. truly deserve. Some argue that just a logo Idiot proof: Tell your reader exactly Cheers! at the senders panel is all you need to what he needs to do. Words like, look in- Prashant Gandhi is an experienced copywriter who is on create magic. I believe thats not even half side for details or open here make sure a mission to demystify the art of copywriting through the truth. Envelopes entice, excite, and your envelope is read and acted upon. his blog: www.demystifyingcopywriting.blogspot.com. engage your readers. Envelopes are like an Add visuals that create desire: Crank Search for more articles on how to write Direct Marketing Collaterals or interact with him using the Demystifying entr辿e to a feast: your marketing commu- up the excitement with exciting visuals of Copywriting community both on Facebook and Linkedin, nication. Honestly, if your envelope is not your product. Create the excitement but or follow him on twitter.com/demystifycopy. If you are exciting enough, your perfect communi- never fill every inch of your envelope with looking to invigorate your business with the power of innovative marketing, he can surely help you do just that. cation piece will stand totally wasted. So, benefits, etc. Too many words only create Contact him at mymail2prashant@in.com. here are a few ideas that can help you cre- ate envelopes that will surely be opened: Stick to the benefit: No matter what you think, the first thing your client, and Small Town or Big City? more importantly, your audience, would like to read is the reason why you are writ- ing the communication. So scream, if nec- essary, to tell them why they should open your envelope and watch as they do just that. Create urgency: Create desire by bringing urgency into your envelope text. Impactful words like Act Now or Limited Period Offer Inside can make all the dif- From the small family Rely on AMi to Manage Your ference. Deadlines always induce action, business in Anytown, USA... Next Direct Marketing Project, so use them -- but judiciously. However Large or Small. to the Fortune 500 company Keep it simple: You may not be the in a major metro market... Fulllment - Premium and Product only one wowing your audience. Simplic- AMi has the experience, Print and Print Management ity does not mean you cannot be creative. Cross Media Marketing expert staff and equipment Make your envelopes easy to understand. Full Service Mailing necessary to deliver the I mean: no clich辿s, no cleverness, no results you seek from your next Strategic Planning bantering. direct marketing campaign. Data Management Teasers work: Tease your readers. En- tice them to open the envelope but never overdo it. Talk to prospects, relate to their Contact AMi for a FREE Consultation Today! interests, and make them feel special. Call: 703-370-0382 Tell them there is something inside that E-mail: sales@amidirect.com 4407 Wheeler Ave, Alex, Va 22304-6148 4