Writing Effective Copy

Effective Copywriting
Writing clear copy is an integral aspect of creating an effective direct mail postcard marketing campaign.

Focus on the intention of your postcard campaign. What sort of response do you want the mailing to create? Do you want the recipient to stop into your store, call you up for a price quote, or check out your website? Your text and imagery should center on this focus; extraneous information will confuse your message and blunt the impact of the correspondance.

The way you frame and communicate your focus depends on your reader. Identify the reader of your postcard, and tailor your style of copy to their eyes and minds. What do your readers want? What are their interests, hopes, fears, and professional goals? Will they respond better to humor, to a dry informative pitch, to statistics or to pictures? Write trying to keep your message engaging to your audience. Make explicit the particular benefits of your product or service, of how it nests neatly in the reader's best interest.

Appeal to feelings often has much more resonance than logical, cost-benefit analysis. Express how the unique advantage of your product or service will feel: the pride of owning a handsomely manicured lawn; the feeling of good fortune from having saved money on a big purchase; the relief of having a sharp, inexpensive lawyer fighting your litigation. Appealing to emotions puts a human dimension into your message, making the relevance of your communication both more immediate and more deeply absorbed.

Remember to always make your words and statements clear and easy to understand. Streamline your message by cutting out all extraneous words, and condensing your copy as much as possible.

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