Copywritingfor advertising

Direct MailBook – Chapter 17

Objectives

Upon completion of this chapter you will be able to:- Define direct marketing- Identify direct response media/channels- Relate the characteristics of Direct Mail to the direct marketing function

- Associate database marketing with direct mail, internet marketing and e-mail

- State the advantages of direct marketing- Recognize the guidelines for successful direct marketing executions and the importance of a good prospect list/target audience

Direct Mail (Database Marketing)

• Direct marketing sells to directly to customer without going through channels (wholesalers/retailers)

• Uses one or more types of media with purpose of getting a response directly from the customer

• When consumer responds, data is collected regarding the consumer

Direct Marketing Media

Direct response media

•Newspapers•Magazines•Envelope stuffers•Direct Mail•TV/Radio•WebJust about every medium but skywriting

Direct Marketing Advantages

•Can be controlled•Can be regulated

- i.e. adapted to responses•Mailing lists provide selectivity (targeting)•Can be accurately measured•Is useable by just about any organization•Is the most personal of all ad media•Addresses by name – establishes a bond

Direct Marketing Writing Guidelines

•First, decide how to capture person’s attention•Obtain conviction via believability

-Be honest, straight forward-Don’t exaggerate

•Provide the means and ask for action•Make it easy and make it clear (often)•Make it urgent•Keep the copy easy to read and with a natural, conversational tone

•Use the second person form (You)•Don’t be too cute and cozy, or talk down

Guidelines for Success

•Determine objective•Describe selling points (features and benefits) completely•Emphasize the major or terminal benefits•Write and picture what the Product or Service does for the reader•Make sure the layout and copy have a good look and fit•Offer something free or at low price•Include a guarantee•Make it easy for reader to act•Repeat, repeat, repeat•Research your executions (Compare DM Ideas)•Make the envelope a major helper

The Mailing List

Send to the right list of people – the best prospects

• If not to the right people you get wrong results

• Mailing list houses provide lists based on demographic/psychographics breakdown

- Metromail (Div. of R.R. Donnelley)

• Price of lists varies depending on size, selection factors, and types of labeling or imprinting required

Examples

Examples (cont.)

Examples (cont.)

Examples (cont.)

Examples (cont.)

Summary

Having completed this chapter you will should be able to:- Define direct marketing- Identify direct response media/channels- Relate the characteristics of Direct Mail to the direct marketing function

- Associate database marketing with direct mail, internet marketing and e-mail

- State the advantages of direct marketing- Recognize the guidelines for successful direct marketing executions and the importance of a good prospect list/target audience