As professional direct mail copywriters, we often take a lot of grief about our work. We’re told our English isn’t proper – maybe even deplorable. We’re too emotional, we keep repeating ourselves and the copy is way too long.
It’s easy to forget what good direct mail copywriting is all about so let me sum it up. Good direct mail copy is copy that works. It achieves its objective.
At its best, good direct mail copywriting is one letter written by one person to one other person. Whether you’re mailing a few hundred letters or millions, direct mail is a personal communication.
Some of the best training I’ve had for becoming a direct mail copywriter came when I sold magazines door-to-door as a teenager.
Each time I approached a house, I developed a plan before knocking on the door. Then, if I could entice the homeowner into (more…)
