How Writing May Be the Key to Your Direct Mail Marketing Program’s Success
Although images and colors help gain a prospective customer’s attention, the wording in the direct mail piece is what will cause a person to act on your offer. If you want people to respond, you need to describe your company and what you have to offer in a clear and concise way.
In the blog, “Your Marketing Starts With Writing,” on the weblog, Wam Cherianne, Kevin P. Dervin says that everything in small business marketing begins with writing. “Some small business owners get seduced into starting a new marketing piece with pictures or stunning graphics. But you really need to focus on the message and content first. The article says that you need to “Stay focused on what you’re trying to do for clients and prospects - their problems, issues and challenges and the results or outcomes they’re interested in.”
No matter how creative a direct mail piece or card mailer is, it isn’t worth anything if it doesn’t increase redemption rates. While the design of a mailing piece is extremely important, that will only get you so far. The writing used on the mailing piece is what will make the sale.
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