Direct Marketing Article
The Secret to Direct Mail Sales Success and 5
Key Reasons Why This IS So Important
By Lisa Manyon
Do you want to know how to make your marketing even more effective?
Interested in discovering how to get more return on investment for your
advertising? Are you wondering why your promotional and marketing materials
don't pack the punch you had hoped they would?
First I'm going to share the secret to sales success. Then, we'll dive into
the 5 key reasons this secret (which really isn't a secret) is so important.
The secret to sales success is your copy; the written part of any sales,
marketing, advertising, promotional and direct mail piece. That's right;
copy is the KEY component to increasing sales.
The best illustration of how important copy really is was shared by my good
friend and mentor Lorrie Morgan-Ferrero. She explains that copy is the DNA
of all marketing materials. I have to agree.
Imagine stripping all of your marketing materials of words. How well would
your direct mail campaign, website, brochure, print ads, sales letters,
press releases or broadcast scripts work without words? Not very well.
There are 5 key reasons your copy is the most important aspects of your
direct mail sales success.
1. Although it's been said a picture is worth a thousand words, a picture
alone isn't going to sell very effectively. Your products or services
(or more aptly put, solutions) need to be supported with clever copy. It's,
of course, a great idea to include artwork in your ads but it's vital to
REALLY focus on painting the big picture with word-smithing talents.
2. Your copy is WAY more than just words. You cannot simply throw
just any words into the mix and expect to make sales. Your words (copy or
content) need to be carefully selected to build consumer trust, loyalty and
ultimately win sales.
3. Your copy is all about relationships. The days of the hard-sell
are over. Consumers are savvier than ever. They want more and they expect
more. By carefully crafting your copy to build relationships you're one step
closer to closing the deal.
4. Your copy is an extension of you and your business. Think about
that for a minute. What you say is just as important as how you say it. What
are you saying?
5. Your copy allows you to offer a solution and really make a difference.
When you approach your copy with a new attitude of service and sharing it's
easier to offer the solutions your customers are looking for.
I firmly believe everyone in business should have a solid grasp of the
importance of copy regardless of if you plan to write it yourself or not.
This means doing a little research, choosing mentors to study, paying close
attention to what works with your copy and finally choosing the right
copywriter for your business needs.
Your copy counts and actually your sales count on your copy. Speak directly
to your core customer in language that motivates action and increases
results. What is your copy saying? Take a minute to review your marketing
About the Author:
Lisa Manyon is the President of Write On ~ Creative Writing Services, LLC. A
Professional Copywriter and Marketing Strategist, she's a master of matching
your message to market via copywriting and publicity strategies.