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Episode #9 of Power to the Small Business:
The internet show about small business marketing.
Writing Effective Copy for Direct Mail
Bob Bly has been called "America’s Top Copywriter." He is author of The Copywriter’s Handbook: A Step-By-Step Guide To Writing Copy That Sells. In this episode of the podcast, Bob shares the keys to writing direct mail that gets results.
Power To The Small Business – Episode #9: Direct Mail Copywriting Techniques
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Guest: Bob Bly – "America’s Top Copywriter"
Topic: Pay Per Click, Search Marketing
Length: 27 minutes
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HotSpots
- What is direct response and direct mail?
- What’s the most effective format for direct mail?
- How to get response using direct mail.
- Writing effective copy for direct mail.
- What gets attention?
Show Notes:
The four biggest secrets from getting response from DM
1 Start with your customer, their fears, needs, concerns. Not with your product.
2 Find an emotional connection with your prospect, not just a factual connection.
3 The most important piece of your direct mail package is your sales letter. Never mail just a sales piece and an envelope. Always include a letter.
4 Always have an offer. What’s the incentive to respond now?
Writing effective direct mail copy
1 Write conversational copy in a personal me-to-you form.
2 Use short sentences and paragraphs. Avoid jargon and use plain, simple English.
3 Follow a logical order called The Motivating Sequence
The Motivating Sequence
1 Do something to get attention.
2 State the problem your product solves or the need it fills for the reader.
3 Introduce your product as the solution to the problem or the answer to the need.
4 Overcome skepticism by providing proof
5 Ask for action, or ask for the order.
Reference Websites
Bob’s website: http://www.bly.com/
Bog’s direct response enewsletter and four free reports: www.Bly.com/reports
Landing page tips: The Landing Page Guru
To listen to all of our podcasts on small business marketing: Power to the Small Business
Our company website: The Marketing Spot
Related posts on copywriting:
If you’ve ever said, "I’m not creative," this is for you.
Small Business Advertising: Sexy USP’s They’ll Love
Be Interesting or Don’t Advertise
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