Posts Tagged ‘editing copy’

How to Make Your Direct Mail More Readable and Achieve Greater Response

Thursday, August 11th, 2011

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Too often, we receive direct mail that’s offensive to the eye.

Big blocks of text crowd the page. Narrow left and right margins choke the life from the words. And small sans serif type makes the copy difficult to read.

Visually, these letters are uninviting.

Tips to Increase Readership

Tips to Increase Readership

Graphic designers may love the look of grey-colored type, but readers need text printed with high contrast. Illustrations and graphics can enhance a mailing, but when overused they pull the reader’s eye in so many directions that it’s virtually impossible

What might appeal to someone’s sense of design doesn’t necessarily help the reader. And with only a few seconds to capture the reader’s attention, any distraction to the eye flow can doom the mailing.

Even when you mail award-winning copy with an offer that meets the recipient’s every need, few people—even those who respond to your mailing—will read the entire direct mail letter. But when you follow a few proven techniques, you can lead more readers to the letter’s most (more…)

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How to Get More Value from Your Direct Mail Copywriter

Tuesday, October 19th, 2010

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When I started my direct marketing career, I wanted to be a copywriter. Copywriters were the agency “hotshots”; it seemed like they were the star attraction.

Yet my mentor told me that the people of most value to the agency were direct mail “generalists.” Taking his advice, I spent the next six years learning how to initiate, develop and manage successful direct mail campaigns.

I studied list selection, graphic layouts, the letter’s structure, print production and lettershop capabilities. And I gave special attention to what and how to test.Empowering the Direct Mail Copywriter

Yet today, most of my income comes from direct mail copywriting.

Over the years, I’ve tested (more…)

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How to Edit Direct Mail Copy for Greater Response

Tuesday, September 21st, 2010

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Just about every direct mail copywriter can benefit from a good editor. Yet many decision makers who approve copy—clients, compliance officers, board members and managers—aren’t trained to edit the copywriter’s work. How to edit direct mail copy

Here’s a simple 3-step method and checklist that might help.

Step 1

When reviewing a direct mail letter for the first time, sit on your hands.

One of the biggest mistakes is to pick up your red pen before you’ve reviewed the complete mailing package. Checking for errors in grammar, spelling and sentence structure is essential. But when you proofread (more…)

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