Direct Mail Printing

As in any piece of art, each element of the design can enhance or detract
from the response. This will also ensure your letter will be consistent. Always keep in mind you are not writing a letter, you are writing copy and inserting it into a piece of art, The objective of the art is to create a handsome and attractive design that makes the copy appear easy to read. The objective of the copy is to guide the reader through a set of benefits leading logically to a desire to order the product. And that's exactly what the first line in your letter should do. An opening paragraph should be one line; maybe two lines, at most.

 


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Direct Mail Printing info: Avoid starting any paragraph with the first person singular "I." Things to avoid. Remember you are writing in terms of reader benefits and should be speaking in print in terms of "you." You should be using "you" in the letter throughout. Instead of writing "I will send you," you should be thinking in terms of "You will receive." Think in terms of what the reader will get - and let them know. This also breaks up the copy from the monotony of squared-offs reading. visual blocks. Set the paragraphs to rag right. See also Direct Mail.

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