copy for direct mail


Quite a few pieces make up the puzzle that is direct mail marketing.

Understanding your buyer personas, creating campaigns that reach those buyers where they are, and delivering those messages with impeccable timing—all of these things work together to create a memorable and wildly successful direct mail campaign. And yet, none of these things will work if you forget one critical component: compelling copy.

You can look up several resources to help you choose copy that converts, but those sources don’t always share why. If you’re struggling to achieve results, we can help.

Make Offers Exclusive

Buyers really respond when they feel they’re getting the A-list treatment. Offers that are only available to a select few or for a short time get better results. Some of the wording you can use to convey this includes:

  • Members only
  • By invitation only
  • Exclusive offer
  • Become an insider
  • Be one of the few

These phrases are perfect in opening lines, calls-to-action, and on return forms. For a higher conversion rate, use a combination of the phrases in various places. One last attempt in the postscript is a good idea, too, because some will read only that in an attempt to save time.

Make Buyers Feel Safe

When asking consumers to make a purchase, you must give them reasonable assurance that their choice is a smart one. Whether guaranteeing the safety of their information or the quality of the products or services, your words can go a long way toward inspiring that feeling of security. Some of the words you can use include:

  • Money back guarantee
  • Best-selling
  • Authentic
  • Risk-free
  • Protected
  • Unconditional

When buyers are sure they’re getting a product or service that truly meets their needs without compromising their financial or personal information, they’re much more likely to take the plunge.

Give Buyers Reasons

After you make consumers feel special and secure, there’s still one more step to conversion. Telling people to buy isn’t very effective if you don’t tell them why. Take a look at your last direct mail postcards and letters. Is the copy filled with words that urge a purchase? Probably. But is the copy also filled with words that say why that purchase is important? Words of consequence are necessary for tipping prospects over the edge. What are these words?

  • Because
  • As a result
  • For this reason
  • Therefore

For instance, “This exclusive offer is only available to a few select people. This best-selling product comes with a money-back guarantee, because we know your life will be changed.” Perhaps this example is a little over the top, but you can certainly get the idea, right?

When you’re ready to grow your business with direct mail marketing, we’re here to help. From the design to the words you use, we’ll make sure you get the results you need.