When you employ a direct mail copywriter, there are some things that you’ll need him or her to be able to execute for you; and, it’s a good idea for you to not only have a clear idea of those, but also gain agreement on them before the actual writing begins. Here are some of them, in no particular order.

•    Write with Impact and Emotion – You need them to grab the reader by the heart and     appeal to their emotional needs.
•    Make It Readable – They should try to avoid technical jargon unless it is crucial to what is being presented, and it seldom is. Use the lexicon of the market, but appeal to the reader’s needs.
•    Tell A Story – Everyone likes a story, and the more they can involve the reader and convince the reader this is the solution they’re seeking, the better off you are.
•    Not One Word More – Than is needed! We’ve all seen and read direct mail pieces that go on and on, and what was usually the result of those? Tell the story, make the appeal, and close the sale.
•    Focus On Benefits, Not Features – Make sure they are telling the readers what this will do for them personally, not what bells and whistles it has. There needs to be some of both, but buying decisions are an emotional decision. Not too many items are sold focusing on the minutiae.
•    Be Personable and Genuine – Make sure your writer is being real and actually talking to your readers, as opposed to lecturing them.

•    Make Sure To Include Your Call To Action! – Above all, make sure that the copywriter is asking for the action you need, whether it’s a sale, redirection, or opt-in. Believe it or not, direct mail pieces make it out there without this.

Make sure these items are in there, and both you and your direct mail copywriter will be pleased!

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