How Do You Write a Good Direct Mail Piece?

A letter is the most common form of direct mail, and writing a good one isn't easy. That's why bigger businesses often hire direct marketing professionals to create their mailings.

If you

First, write down the most widespread problems your prospects face on a day-to-day basis. Begin the letter with a question or statement that directly addresses the most pressing issue you can think of. Immediately grabbing the reader's attention greatly increases your letter's chances of escaping the wastebasket or delete button. Once you have their attention, tell them how you can solve their problem with your product or service.

Use headlines that address the prospect's problems throughout the letter to keep their attention. Address only their most urgent concerns with headlines. Think in terms of their greatest fears, concerns, and goals.