Direct mail reality check (Part 2)

Here is how you can evaluate a winner from a loser…and one of several formulas I use in creating winning direct mail.

In our last issue, we talked about 2 useful copywriting formulas: AIDA and AIDPPC.

Now let’s take a look at one more, known as the 4 Ps:

  • Promise. AIDA tells you to start with Attention, but the first P tells you how: Catch your readers’ attention by promising them a benefit. Call it out in the headline, elaborate on it in the subhead and then expand further in your opening. Showing your readers what’s in it for them is the only surefire way to grab attention.
  • Picture. Help your readers imagine themselves enjoying the benefit or outcome you’ve promised. This approach appeals to your prospects’ emotional triggers. Specifically elaborate on how your product or service will make this benefit a reality.
  • Proof. Back up the picture you’ve painted with cold hard facts: Statistics, research studies, charts, graphs, testimonials, third-party reviews, certifications, product photos and product demonstrations.
  • Push. This is more than just a call to action—it’s also delivering your irresistible offer and illustrating how much value your recipient will receive. Your goal is to link the promised benefit to the enticing picture to the acceptance of the proof…all to result in an action.

Remember this: Prospects will not buy what they don’t understand. In every direct mail piece, be sure to educate and inform your reader about the benefits of accepting your offer. Well-structured copy—the result of a well-designed formula—will boost your chances of generating the lead or closing the sale.