Copywriting: Letter Perfect
How many times have you received direct mail with obviously expensive enclosures and brochures ... but the letter just didn’t “grab” you? This seems to be fairly common, and it’s bad practice.
A good direct mail letter or email cover letter is the part where a personal connection is made.
It’s written to one person ... not an “audience.” It opens with a statement that makes a promise; “If you continue to read, you will learn something valuable or helpful.” A good letter delivers clear, succinct benefits for the product or service offered.
For your next MarComm campaign, try spending more time copywriting.
In fact, try sending merely a well-crafted letter. You may be surprised by the results.