Mistake No. 6: Superficial copy. Nothing kills the selling power of a business-to-business mailing faster than lack of content. The equivalent in industrial literature is what I call the "art director s brochure." You ve seen them: showcase pieces destined to win awards for graphic excellence. Brochures so gorgeous that everybody falls in love with them"”until they wake up and realize that people send for information, not pretty pictures. Which is why typewritten, unillustrated sales brochures can often pull double the response of expensive, four-color work. In the same way, direct mail is not meant to be pretty. Its goal is not to be remembered or create an image or make an impact, but to generate a response now. One of the quickest ways to kill that response is to be superficial. To talk in vague generalities, rather than specifics. To ramble without authority on a subject, rather than show customers that you understand their problems, their industries, and their needs. To write strong copy"”specific, factual copy"”you must dig for facts. You must study the product, the prospect, and the marketing problem. There is no way around this. Without facts, you cannot write good copy. But with the facts at their fingertips, even mediocre copywriters can do a decent job. Don Hauptman, author of the famous mail-order ad, "Speak Spanish Like a Diplomat!," says that when he writes a direct-mail package, more than 50% of the work involved is in the reading, research, and preparation. Less than half his time is spent writing, rewriting, editing, and revising. Check back or subscribe to the RSS feed for "Mistake No. 7: Saving the best for last."
West Coast Mail Services Ltd. is Victoria-based company (British Columbia, Canada) with a phone number 2503918881. Our data show that the company is located at the address: 137-937 Dunford Ave. The company has a web site: www.westcoastmail.ca.
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