Copywriting for Boosting Direct Mail Response

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Recently, we dealt with the strategies and tactics that will boost direct mail response in part I of Direct Mail Response Boosters. In part II, it’s time to focus on copywriting. Copywriting for Boosting Direct Mail Response will answer all these questions and then some:

• What are the keys to the new direct mail letter?
• How are copy drivers leveraged properly?
• Should you use fascinations?
• What formats deserve consideration?
• What are the best ways to get your envelope opened?

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Description

Wielded properly, this creative piece of the tool box can significantly improve response. We at Direct Marketing IQ went to the top copywriters in the world, and asked for their very latest best practices on copywriting techniques, letter writing, envelope teasers, order card creation, format suggestions and component mixes … all in the name of boosting response.

Copywriting for Boosting Direct Mail Response will answer all these questions and then some:

• What are the keys to the new direct mail letter?
• How are copy drivers leveraged properly?
• Should you use fascinations?
• What formats deserve consideration?
• What are the best ways to get your envelope opened?

In addition, you’ll also get an in-depth look into four case studies about successful direct mail campaigns, along with many full-color examples of response-boosting mail from our Who’s Mailing What! Archive, the most complete library of direct mail in the world.

Learn up and then start boosting!

V INTRODUCTION

Section I: Copywriting

Chapter 1
The (Almost) Lost Art of Letter Writing in Direct Mail
by Mark Gauthier

Quick Ideas for the Letter
by Alan Rosenspan

Chapter 2
The New Letter
by Britt Brouse

Create High Impact with Johnson Box
by Ivan Levison

Chapter 3
9 Ways to Write a Better Sales Letter
by Ivan Levison

Chapter 4
The Long and Short of the Long Copy vs. Short Copy Debate
by Lee Marc Stein

Chapter 5
Most Important Words in a Mail Piece
by Britt Brouse

Chapter 6
The Key Copy Drivers
by Denny Hatch

Chapter 7
12 Copy Tips to Up the Ante for Your Marketing Messages
by Pat Friesen

Chapter 8
Fascinate Your Readers
by Denny Hatch

Chapter 9
Why the Lift Letter Deserves a Rebirth
by Ethan Boldt

Take It From This Copywriter — You Need a Lift!
by Ivan Levison

Chapter 10
Open Me Now! 11 Tips for More Effective Direct Mail Envelopes
by Dean Reick

Chapter 11
7 Ways To Get Your Envelopes Opened
by Ivan Levison

Chapter 12
Order! Order! A Guide to Writing an Effective Order Form
by Ivan Levison

Chapter 13
8 Ideas for Better Brochures
by Ivan Levison

Section II: 4 CASE STUDIES

Lead Generation Case Study
CollaborativeCARE Conference: Customized Mailings to Drive Registrations

Acquisition Mail Case Study
Mayo Clinic Health Letter: Long-Term Control Keyed by Editorial Premiums and Benefit-filled Copy Member

Acquisition Case Study
AvMed Health Plans: Growing Membership Through Predictive Modeling for a Health Insurance

Company Donor Acquisition Case Study
The World Wildlife Fund: Using involvement Devices and Premiums to Win Over Donors

About Direct Marketing IQ

The Research Division of the Target Marketing Group, Direct Marketing IQ (www.directmarketingiq.com) is the go-to resource for direct marketers.

Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts.

Direct Marketing IQ has unparalleled access to direct marketing data — including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories — and proudly produces content from the most experienced editors and practitioners in the industry.