What compels you to read a piece of mail, stay in your car to listen to a radio ad, or sit tight during a television commercial? It all has to do with the message. A message that’s delivered in a creative, thought-provoking way begs you to read, watch, or listen. It compels you to act by visiting the restaurant, purchasing the product, or hiring the service provider. The audience has to be drawn in and feel motivated to act. In the case of direct mail, getting an audience’s attention begins with clever and creative copywriting.
In his article, “8 Ways to Hook Readers into Reading Your Direct Mail,” writer Wes Powell outlines great copywriting tips that include strategies such as creating a catchphrase, offering helpful tips, and leveraging the element of surprise. He also corroborates what we know as the golden rule of direct mail: Keep the word count short. So what else can you do to create interesting and exciting text? Here are a few ideas to help you reach your audience and persuade them to act.
Hilarity Hits Home
Messages that make you laugh are memorable. Use the offbeat or absurd to make a point—if it makes sense to your brand. If your brand relies on a buttoned-up professional voice and tone, then humor isn’t the best strategy. But for those brands where humor is appropriate, it can work to create an entertaining experience. Example: Swans Around the World Swear by Crystal Clear Pool Cleaning.
Exaggeration is Essential!
A cousin of humor is exaggeration. To make exaggeration work, it has to enter the territory of ridiculous. Look at the headline of this blog and you’ll understand what we mean by exaggeration! Exaggeration works when it’s over the top. For example, the headline, “Direct mail is the best way to bring in 100 new clients each week,” may not seem like exaggeration because fiction and fact are walking a close line. But if you say something like, “Direct mail will bring in 100 billion new clients each week and put your company on every Forbes list!” then people will know you’re exaggerating and they’ll remember your message.
Be Contrarian
The fear of being left out is a powerful one. Use a statistic or idea in a headline or opening copy that goes against the grain and you’ll create interest. By making people stop and think, you’re persuading them to spend time with your brand. Example: 75% of marketing pros use direct mail. Are you leaving opportunities on the table?
Less Is More
Why go from A to Z when there’s a much shorter path? Get your message out in as few words as possible. If your headline is long, convoluted, or esoteric, you’ll lose your readers—and potential sales.
Tri-Win helps companies use the most direct and influential messaging to attract attention and generate business. Let us know how we can help you with your copywriting needs so you can become the Very Best Company Ever in the History of the World!