| 1. |
Use Attention, Interest, Desire and Action (AIDA) in the structure of your letter. It’s one of the oldest formulas in the book, but it works. |
| 2. |
Write from the reader’s point of view – not yours. To do this you will need to know a lot about your customers and prospects. |
| 3. |
For example, find out the kind of people who have bought in the past. Learn previous objections raised by your customers. |
| 4. |
Make the letter as personal as you can. The more you identify with your reader, the more interest and desire you will create. |
| 5. |
Use you, your and yours liberally. Moreover, sign off the letter with a legible signature, and to lift the attention of the reader, get the most important person you can to sign it. |
| 6. |
Don’t try to be clever or funny – just relevant. If the offer is relevant there is no need to be clever. And remember, humour is invariably personal – be aware that your brand of written humour may leave the reader cold. |
| 7. |
Crystallize and condense your thoughts. Take your product or service apart. What are the benefits most likely to appeal to your reader? All good copywriters have learnt their trade by transforming 500 words into 100 without loss of meaning. Be concise. Use short words and sentences. Use vivid Anglo Saxon words; for example use the word start rather than commence. |
| 8. |
Define what you are selling and make it crystal clear. You may know your subject well but don’t assume your reader has the same knowledge. Find someone who knows nothing about the subject and ask him or her if the message is clear. |
| 9. |
Talk benefits, not technicalities - ‘What’s in it for me?’ Define the most important benefit. What makes the product or service so special? |
| 10. |
Use copy layout to keep the reader reading. People scan. Use headings, underlining, and highlighting to maintain interest. In direct mail letters consider using a PS for the final call to action. |
| 11. |
Use testimonials, media comments, and scientific reports to back up your claims. Testimonials can increase response dramatically. |
| 12. |
What offers and incentives can you use? For example would a free trial lift response? |
| 13. |
Give the reader lots of options to respond. Feature email response addresses, freefone numbers and freepost addresses. Ask them to respond now. |
| 14. |
Test different approaches (click here for case history) |
