5 tips to help ensure your copy hits home
Written by Go Inspire Solutions
Great copy is vital to any successful marketing campaign. Knowing what you want to say is only half the battle; it’s how you say it that counts and makes the difference between activity and inactivity on the part of the recipient.
Once you understand your audience and have a better grasp on their needs, wants and desires, you can turn your attention to creating and structuring the campaign. However, no matter who you’re communicating with, there are a number of rules that you can follow to ensure that your copy has the maximum impact. Here are five ways to help you compose effective copy for your direct marketing campaign.
1: Inject a sense of urgency
Sometimes, no matter how exciting your product or service happens to be, it can still fall foul of the procrastinating prospect: those who hover, musing over the benefits but never actually investing when you need them to. Injecting a sense of urgency can help you to get the results you need at a time that suits your overall sales or development plan.
There’s no need to be pushy however; be helpful. Tell your prospects why acting quickly is in their best interest. Make it immediately clear as to what they’ll miss out on if they don’t buy or sign up now. Be honest and genuine, and make it easy for them to respond. By doing so, you give them plenty of incentive to act.
Key vocabulary to consider: Deadline | Instant | Hurry | Now | Limited offer| Only
2: Show that you understand
By considering the ‘life stage’ of the mail recipient rather than simply their age, you’re able to ‘put yourself in their shoes’ to some extent. Young adults living in the home of their parents, (typically aged 18-24) are more likely to be actively concerned about their social status, concentrating on spending their earnings on socialising and the latest fashions than retirees who have seen their family grow up and leave home. So talk to them in a way that resonates. Use language and grammar patterns that reflect their age and stage of life. Show that you understand where they are on their journey, what they need, that you know what their particular ‘pain points’ are, and how you can help to ease or solve them. Tailor your offers to suit.
Key vocabulary to consider: We understand | Care | Know | Help | Family | Assist
3: Make it clear that the mail is for THEM
When you talk to your customers or prospects, address them in the second person. Focus upon the “you” aspect of your message, rather than the “we”. From the envelope onwards, make the message as personal as you can and use it to illustrate how you’re going to make their life better for them. “Everything you need to make your living room cosy” will always be much more enticing than “We have a huge range of living room furniture”.
Key vocabulary to consider: You | Your | Yours
4: Get the length right
Who you are writing for will dictate how long your copy should be. Typically, younger readers who embrace the world of social media and instant messaging will appreciate shorter, punchier copy. Those in charge of the household in the ‘young families’ demographic will be busy juggling family life, so aim for shorter copy that clearly sets out what you want them to do and how to do it. Retirees however, or those whose children have grown up and flown the nest typically have more time to read. Indeed, ‘The Life Stages of Mail’ (a report published by Royal Mail MarketReach) found that older retirees spend an average of 21 minutes per day reading and dealing with mail – more than any other group. Longer copy is therefore more appropriate here: you can afford to go into more detail about your products and services and the benefits they offer, without having to push the ‘hard sell’ button.
5: Communicate your proposition clearly
Whenever you put together copy for your customers or prospects, it’s vital that you work from the standpoint that your product or service is far less important than its ability to fulfil their needs. Clearly break down how your proposition can bring value into their lives; list the benefits, highlight how it can make them feel better, improve their life situation or help them to save money. How you do this again depends on how well you know your mail recipients and what they need or want at their particular stage in life - or at a particular point on their customer journey with you.
Key vocabulary to consider: Value | Improve | Offer | Save | Benefit | Deal
These are changes that you can make today. Right now. And by doing so, you’ll be giving your business the chance to benefit, to grow and be more successful as a result. With the right marketing support, you can achieve so much.
At Go Inspire we inject creative ideas into your marketing campaign, ensuring that your message resonates clearly and effectively with your target audience in a way that they understand and appreciate - and can easily and quickly respond to, in line with your specific timeframes. We’ll enable you to vary and segment your output so that you can send out truly personalised communications, filled with copy of the right quality and length that addresses precisely what your customers need.
Whatever your message, we’ll work with you to ensure it truly delivers.