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Digg it UP - Direct Mail Advertising Copywriting - Twelve Ways to Evaluate Direct Mail Copy
The move towards global businesses and particularly John Stanley’s global retailing may excite business people, but the challenge is in providing what the customer really wants, not what you think they
6. Does the writer get to the point soon enough? Does she make that all-important promise quickly?
7. Is the copy relevant and specific to the selling proposition?
8. Is the co
I remember once seeing a cartoon which showed two people working a counter. On the wall behind them was a sign which read, “Quality Work, Low Price, Fast Service – Pick Two.” In order to deliver all t
1. Does the writer know the product? Has the writer dug out every selling point and benefit? Has the writer concentrated on communicating product benefits instead of features only?
2. Does the writer know her market? Is she aiming at the most likely prospects rather than at the world in general?
3. Is the writer talking to the prospect in language that the prospect will understand?
4. Does the letter look like and read like a letter written by one individual and intended for another individual? Or does it sound like it’s written by an organization, and intended for the masses?
5. Does the writer make a promise to the prospect and then prove that the writer can deliver on that promise?
6. Does the writer get to the point soon enough? Does she make that all-important promise quickly?
7. Is the copy relevant and specific to the selling proposition?
8. Is the cop
I like Simon, one of three judges on American Idol. I find his feedback refreshingly honest. And while his words startle me with their ego wounding potential, the traditional feel-good, let-you-down-ea
2. Does the writer know her market? Is she aiming at the most likely prospects rather than at the world in general?
3. Is the writer talking to the prospect in language that the prospect will understand?
4. Does the letter look like and read like a letter written by one individual and intended for another individual? Or does it sound like it’s written by an organization, and intended for the masses?
5. Does the writer make a promise to the prospect and then prove that the writer can deliver on that promise?
6. Does the writer get to the point soon enough? Does she make that all-important promise quickly?
7. Is the copy relevant and specific to the selling proposition?
8. Is the co
What’s the best way to get decision makers all on the same page when important marketing and communications outcomes are at stake? What can you do when design and branding decisions need to be made by
3. Is the writer talking to the prospect in language that the prospect will understand?
4. Does the letter look like and read like a letter written by one individual and intended for another individual? Or does it sound like it’s written by an organization, and intended for the masses?
5. Does the writer make a promise to the prospect and then prove that the writer can deliver on that promise?
6. Does the writer get to the point soon enough? Does she make that all-important promise quickly?
7. Is the copy relevant and specific to the selling proposition?
8. Is the co
I was teaching about customer intimacy and loyalty when one participant asked, ‘What if your competitor has already built a close relationship with a customer, and you want to get inside?’I repl
5. Does the writer make a promise to the prospect and then prove that the writer can deliver on that promise?
6. Does the writer get to the point soon enough? Does she make that all-important promise quickly?
7. Is the copy relevant and specific to the selling proposition?
8. Is the co
In the US, 26% of the population represents the youth segment. This figure is projected to grow to more than 40% in the next 10 years. Just how important are they to the world of marketing? Going beyon
6. Does the writer get to the point soon enough? Does she make that all-important promise quickly?
7. Is the copy relevant and specific to the selling proposition?
8. Is the copy concise?
9. Is the copy logical and clear? Does it follow a logical progression?
10. Is the copy enthusiastic? Does the writer obviously believe in what she is selling?
11. Is the copy complete? Are all the questions answered, especially obvious ones like product size and colour?
12. Is the copy designed to sell? Or is it designed to impress the reader with the writer’s ability? You don’t want prospects to exclaim, “That’s a great mailing!” You want them to exclaim: “That’s a great product, and I want one now.”
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