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DIRECT MAIL - Coggle Diagram
DIRECT MAIL
- **Use a headline
and subheadings**
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Avoid hype, be discreet and informative
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Don 't make the reader labour to the end to get the point of your letter - make point in the first paragraph and use restof letter to supply the details
Address the reader fears, concerns, doubts about the product, then list the things you would like them to know. Use a separate heading for each.
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Use their name. Open your sales letter with a statement about them and include a benefit in the first line or two.
Example: Dear Jane: As the owner of a beauty salon, you know how tough it was in 2020 to meet the needs of your socially-conscious customers. Now there is a new beauty brand to help you make it easier to find clean, sustainable products, without the hype.
- Always use a
PS (post script)
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Summarise main benefits and add a sense of urgency e.g. discount expires, limited supplies
Contact: phone #, email in bigger type
Coupon - position on edge of letter, perforated for easy detachment. Easy to fill out with enough space to write.
- **Be clear about what
you are selling**
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- Use colour to add impact
to your letter
Use limited colour for key benefits - a special price, limited availability
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Write in blank ink, but sign it in blue (scanned email signature), then type name underneath.