Direct marketing letters and how to write them

You can really stuff this up if you don't remember one simple thing: people love themselves above all else.

There is nothing duller than a letter or email about how great someone's business is. Or about how good their new corporate website is. Or about what terrific features their product has.

But, I hear you say, I need to tell my customers about my new website (or product, or service). Yes, but there are ways you can do this without causing immediate zone outs or clickouts.

People want to read about themselves. You know those questionnaire emails? You know, what's your all-time favourite movie, what colour underpants do you have on, who is the last person you spoke to, etc etc.? Don't you just love them? So do I, because it gives me a chance to think and write about myself for a few minutes.

The lesson here is: make your reader think about himself/herself.

Your subject line or the first line or your letter should ask or talk about your reader. For example:

(for a new lawnmower) Make your weekend more relaxing.

(for a new website) Here's something we've designed especially for you.

(for a business web hosting service) What's the cheapest, quickest way to bring customers to your website?

See what I mean? It's all about your reader and her/his desires and anxieties.

The reason this is important is that if your reader starts reading something from you that is all about you, this becomes uninteresting within about 15 or 20 words UNLESS they are already searching for whatever you're selling. You're not creating any desire for your news because you're not engaging with and including your reader.

So the key here is to be creative about your topic. Think to yourself:

• How is the topic of my letter relevant or interesting to my reader?


• How can I make this about them?


• What would make them care?

Test it if you like. Send half your database the 'all about us' letter and the other half the 'all about you' letter. See which one gets a better response.

PS Please don't forget to proofread your letter. Typos make direct mail look unprofessional and spammy.