Direct Mailing Lists and Advertising Mailing Lists information: To a specialized audience, such as persons who own or work in pharmacies, "Dear Pharmacist" is a good way to start. Some of my favorite openings... with wood "Dear Fellow Woodworker." Common sense prevails. The closer you can come to the person, the profession, or the market, the better. Other favorites are Dear Neighbor, Dear Friend, Dear Enthusiast. Following this are similar general terms like Dear Valued Customer and Dear Valued Patron.

 

My very favorite idea to enhance all the general headings is to put "and Friend" after the greeting. An example of this is "Dear Customer and Friend," or "Dear Neighbor and Friend." Don't take a chance with something too cute which may turn people off or appear insincere. Stay with the basics.

Limit paragraph length to seven lines or less. If a paragraph runs longer than seven lines, break it into two paragraphs. Artificially broken paragraphs are ok; this isn't English class - it's real life. Stagger the paragraph lengths so they don't all look the same. Keep visual interest the copy looking fresh and visually interesting.

 

 

 

 

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The objective of varying the text block design of the letter is to make it look inviting and interesting. No one wants to read a wall of type where each paragraph looks exactly the same.

 

To further break up the copy and keep it visually interesting, in the center of the letter you can list bulleted information to catch and hold the reader's attention. Bulleted copy: Directs the eye flow to this area, Draws attention to the important parts, shows the strongest benefits, show features, Enhances the best offer, Highlights the guarantee, Pulls the eye to features you want them to see, Increases the response you want.

 

Another visual trick in commercial direct mail letters is to use a shortened paragraph.

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