A Guide to Direct Mail



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(1) Is DM for you?

(2) Choosing your list

(3) The Offer

(4) Call to Action

(5) The Package

(6) The Copy

>>Introduction<<
About Copy
Type Faces
Pictures
Paper Stock

(7) Testing

(8) Tracking

History of DM
Links


Direct mail copy is very easy to write. Good direct mail copy, on the other hand, is plain hard work.

It should convey a clear message clearly. Most of the words should be just one of two syllables. You should know what the goal of the mailer is and write all of the copy with that in mind. You should read your copy aloud over and over.

And so on. It is very hard.

Off to the left, in the menu, you see several articles under the "The Copy" section. They are all from the 1920s. I really like the text called "About Copy." Although the language is a little dated, the concepts are all there. The section called "Type Faces" warns about going "font happy." Also good advice. The next two sections talk about using pictures and illustrations in your copy and what paper you should print your copy on.

Click here to read "About Copy"