Mistakes to Avoid in Direct Mail

A direct mail letter should start to sell the benefits of the product or service it is selling immediately. Follow our list of the mistakes to avoid and you won’t go wrong.

1. Don’t use a font that’s difficult to read.

2. Don’t use justified type (that has smooth right hand margins).

3. Don’t write in a business format – use lots of space, bold, headings and pictures.

4. Don’t write ‘date as postmark’ – it looks like the letter is out of date.

5. Don’t use unnecessary words – your writing should be clear and to the point.

6. Don’t type ‘Dear’ and hand-write the customer’s name – this tells them they have received a standard letter to which their name has been added.

7. Don’t use jargon – make your writing easy to understand.

8. Don’t write long sentences – short sentences will hold the attention of the reader.

A good rule in direct mail is: keep selling until you run out of sales points. By the end of the letter your reader should know everything that needs to be known about the product you are selling and how it will benefit them.

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