How can you know if your direct mail sales letter is ready to mail? Check it against these guidelines from Don Kanter, the US direct mail specialist.
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 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. ”
About the author
Alan Sharpe is a direct mail copywriter who helps business owners and marketing managers generate leads, close sales and retain customers using direct mail and email marketing . Learn more about his creative direct mail writing services and sign up for free weekly tips like this at www.sharpecopy.com .
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