Last week I told you to be yourself, as part of my 17 Point Checklist to getting your client’s and prospect’s attention. This is the same checklist that I myself use before I send out any direct mailing material.
Direct mail can make you a fortune, but can also be costly if it doesn’t get you any results. And the success of your direct mail is directly correlated to its ability to get your client’s or prospect’s attention, and get them to TAKE ACTION.
But obviously it’s a lot harder to convince your prospects to take action, when you’re not there to guage their comments, thoughts, or feedback. So how can you gain their trust, prove to them that you can solve their most pressing problems and convince them to take action, all through direct mail?
Let’s move on to …
6. Don’t Be Afraid of Long Copy
The best way to “talk” to your prospects via your direct mailings is through your copy. And since this direct mail is limited only to your copy, you’ve got to make it good.
One of the biggest mistakes I see people make in direct mail, is wasting good opportunities – leaving space where they could add more copy and make their offer MORE appealing to their clients and prospects. I mean, it costs the same to print anyway, why leave it blank?
If you’re paying to send something to people anyway, why not add MORE reasons for them to do business with you??
After all, you’ve only got their attention for about an average of 30 seconds or so, might as well make good use of it and make an impact, right!
The truth is, your copy can never be too long, only too boring.
People love a story. Why not give them a good yarn to entertain them? Let them get to know you as a person rather just a business – tell them your story, tell them about funny things that happen to you, tell them stories and jokes. Sure, not everyone is going to read what you’ve got to say and not everyone is going to care (see last week’s Rant encouraging you to “Be Yourself”)… BUT those who do, will love you for it and not only look forward to hearing from you, but also be more inclined to do business with you!
But back to the point. The longer your copy, the more detailed and interesting you can present your offer to more people. Even if a certain part doesn’t appeal to some people, another may. If you just keep it short and to the point, chances are it won’t grab the attention of anyone long enough to make an impact on them.
So remember not just to inform but also entertain, tell people a story and let them know all about who you are and what you do… More importantly make sure they know how you can help them as well as how they can do business with you.
Don’t be afraid of long copy, use it to increase the effectiveness of your direct marketing!
All the Best,
Committed to Elevating the Financial Wealth and Wellbeing of Society
Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism
P.S. If you’ve missed any of my previous Rants including professional copywriting, I have them all available for you to see on my website.
Simply go to www.rebelliousrant.com and enjoy!