Copywriters who write fiction will find that it helps them keep their writing original, their ideas plentiful and their imagination rich. Here are some of the finer points of writing a great direct mail letter.
Direct Response Requires Stylish English
The copywriter should write with style. Reading good fiction will help him develop a ear for the sound of words.
He should:
- Write short sentences.
- Vary the length of sentences to create a pleasing rhythm.
- Vary the length of paragraphs.
In Sales Letters, Show Don't Tell
This rule is applied with great effect in fiction and makes sense in copywriting too. The writer shouldn't just tell his reader that his product is great; he should show how and why it is great.
Mastering Links in Copy
The typical direct mail letter follows a "logic track."
- Why this letter to me?
- What about?
- What if I respond?
- What must I do?
Example of Direct Mail Letter for Campari
Here’s the first paragraph of a letter for the aperitif, Campari. The creative brief mentioned that it takes three drinks of the aperitif to get hooked to it. Therefore, the creative idea -pause a little.
The Envelope line says:
Pause a little before you open this envelope.
The Campari Letter:
"Dear Mr. Sample,
I requested you to pause a little before you open this envelope because I have reason to believe that you make conscious decisions. There is just such a pause before the realisation of genius."
The writer is addressing this particular recipient because the latter is a conscious decision maker.
Here's the second paragraph:
"Genius is never easy on the tongue. I speak here of a legend of a drink that is cherished by discerning palates all over the world. "
Once again the recipient is being paid a compliment. He has a discerning palate. And why is genius not easy on the tongue? Because (as he will read in the brochure), it is said it takes three drinks to render a palate loyal to Campari.
"I speak of Campari. Its sensual, warm, passionate and romantic taste has led me to many an adventure round the world. It’s unique taste opens doors through which beckon those things that are never by chance. No masterpiece comes by chance. Especially not Campari."
In the third paragraph above, Campari is finally revealed. The copywriter is also leading his reader into the brochure that narrates Galantino’s three adventures round the world. The client wants the international quality of the drink to come through.
In a Direct Mail pack, each element must lead to another in sequence: the envelope to the letter to the brochure (if any) and finally to the Response Device.
The three adventures lead to three tastes of Campari. The baseline is Never by Chance, which is why attention is drawn to how nothing of genius comes by chance.
And the final two paragraphs:
"As for myself, I am never without my bottle of Campari. Indeed, no Campari, no story to tell. As you will find in the enclosed Adventures With Campari. And after you have enjoyed (I hope) the story of my own discovery, and learned more about this adventurous drink, I believe you will be moved to accept two complimentary drinks of Campari at your favourite restaurant.
Simply take your Campari Privilege along, and you will be subtly served. After you have enjoyed the taste that has set so many hearts on fire, fill in your name and address on the reverse of The Campari Privilege. The bartender will take care of the rest. After all, nothing wonderful happens by chance!
Ciao,
Galantino"
In these final paragraphs, the copywriter draws attention to the writer of this letter – Galantino. Creating this imaginary character made it easier to warm up to the reader and have fun with him.
The reader is requested to look at the brochure – Adventures with Campari. He is urged to act through the offer of two complimentary drinks of Campari. Once again the focus is on the baseline – Never by Chance. For his tasting the drink too is not by chance. It is being offered exclusively to him.
Direct Response Basics
Copywriters who write and read fiction can keep the hinges of their minds well oiled with ideas. In order to write a good sales letter, they need to write with style and follow the "logic track" used in Direct Mail writing.
You may also want to read more examples of direct mail writing - Humor in Advertising, Copywriting Ideas From Brand Names and Direct Mail Letter Writing - American Express.
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