As the saying goes: It begins with an idea…but it certainly doesn’t end there. When it comes to direct mail marketing, many companies overlook the importance of clean and concise writing. After all, a good idea can only go so far if the text is poorly written. The quality of the copy that businesses use to communicate with their target market is critical to their sales and engagement.
Why is Clean Copy Important?
Several studies suggest that a single spelling mistake can cut a company’s sales in half. For many companies, this means millions of dollars in lost sales. Research also indicates that over half of consumers spend less than 15 seconds on an advertisement – a tiny window of opportunity to peak their interest!
The Advantages of Direct Mail Marketing vs. Digital Marketing
Since mass emails are flooding inboxes with spam and promotional material, the resurgence of direct mail marketing is unsurprising. It allows for a more personal and targeted method that is more likely to resonate with prospective consumers.
The Role of the Copywriter
Unfortunately, effective copywriting is a skill that is too often overlooked. Many businesses make the mistake of writing content without the help of a professional copywriter; assuming a general understanding of the English language is enough to get the job done. This results in grammatical errors and spelling mistakes translating to a loss of credibility and profits.
Since most people are quick to dismiss content that is unclear or contains poor writing, it’s important to make a good first impression. Copywriters offer meticulous and careful consideration when it comes to articulating your advertisement so it is well-received, resulting in greater sales and enhanced business performance.
Finding a New Angle
Copywriters are essentially expert communicators. They can help you relay the features of your product or service in a way that is intriguing and resonates with your target demographic. This involves coming up with creative, attention-grabbing titles. They create content that is original and persuasive rather than generic or convoluted.
The Medium is The Message
How information is communicated has significant implications. Poor quality advertisements and publicity material will almost certainly have a negative impact on sales. Copywriters are adept at breaking down information in a way that is clear and easy to understand by using headlines, bullet points, and images. An overcrowded flyer or brochure will likely be promptly dismissed and thrown straight into the recycling bin.
Polished copy will have an enormous impact on your direct mail marketing success. Copywriters help ensure the content is easy to understand and free of grammatical errors and they know how to communicate information simply. But don’t be fooled, writing simple copy is no easy task – it requires a thorough understanding of how people best digest information.
Good Copy Increases Sales and Credibility
The success of a particular product or service is contingent on the business’ ability to market it well. Direct mail marketing – though more effective than many other mediums – is still competitive so it’s important to take into consideration the numerous advantages of hiring a copywriter. Remember, whether you’re looking to raise awareness, drive sales, or provide information; your ideas are only as powerful as their execution.