5 Ways to Improve Your Direct Mail Copy

1. Relate to your prospect as well as promoting the product
Anecdotes, stories of success and testimonials engage your prospects with the element of human interest. These accounts allow consumers to relate to your product and envision themselves using it.

2. Back up your claims with facts
Facts add power and credibility. Be specific with figures, data and outside opinions to support your claims. Statements backed up with “proof” are infinitely more persuasive than vague and unspecific copy.

3. Put in research time
Take the time to research the facts to support your case. And, find out what's on customers minds – what are their concerns, what do they need, what problem do they need solved? If you know their questions, you'll also know the facts you need to present to make a strong case for your product.

4. Identify the motivation
Pinpoint your prospects' motivations and address them in your copy. It's tough to change behaviors of consumers so instead play to them by identifing the motivations that guide their behavior. Speak to those motivations in your copy and target additional prospects with similar motivations.

5. Review competitors direct mail packages
See what's working for others. Study it and try to determine the principles at work. Adopt those winning principles and make them your own. Put a spin on them with your own perspective and unique selling proposition.