2. Selling By Mail

Consider the medium you are working with and how it is used by the audience you are trying to reach. Letters are a personal form of communication – hence the surge in post at special times such as, say, Christmas or Easter. Anything which is less than personal is likely to be ignored or, even worse, seen as an intrusive annoyance.

Because direct mail involves large mailing lists (typically counted in the hundreds of thousands), it can hardly be described as personal. Couple this with the fact that DM usually contains a fairly overt sales message and it is clear why so many of its recipients are infuriated by it.

If you do not want to be seen to be clogging up letterboxes with information about products or services your audience has no interest in, your copy needs to get personal and grab people’s attention.