Do YOU Know the Three Important Letters in YOUr Direct Marketing? Mail? Email? Social? Lead Gen?
Well, I do, and I love to share it with YOU.
Many people say as the changes in technology are rapid but not as fast, as the words in copywriting, direct marketing, mail, and lead generating fade into a loss of popularity. Some come and go, while others are constants for the immediate future, but they also are shrinking.
Such words remain constant for a reason–they never lose their effectiveness. Next time when you develop copy for a direct marketing and advertising promotion, keep in mind the following staples in direct marketing vocabulary.
A few old geezers in your past business life probably taught you the first word you learn in copywriting. While writing copy for advertising, direct marketing, mail, sales, and so forth, you appear close and personal with your reader, referring to them as you. You speak to them one person at a time about features and benefits, interests, ambitions, desires, and so forth.
Like, for instance, how many times the word “we,” “us” or “our” appear in direct marketing and sales copywriting, rather than “you.” If you are using these words, they draw away the attention from the reader’s need to you as a seller. Still, when using the word “you,” the message grabs the eye directly toward the prospects and customers reading your material.
I reassure the folks reading our copy they are important because you understand their needs, wants and desires. Altogether, a copywriter’s first objective is to get the copy read. How to use the word “you” grabs the reader’s attention, which is more than likely will attract people to react and hopefully make a purchase.
Copywriters use the effective “you get,” copy focused on the “you.” You as a rule is considered being one of the most effective copywriting power words, ranking right up there with free, new and save.
As direct marketing legend Herschell Gordon Lewis says in The Art of Writing Copy, “Unless the reader regards himself as the target of your message, benefit can’t exist. Benefit demands a ‘We/You’ relationship.”
Test drive the “you” on your next copy for marketing and sales prospecting. Believe me, this can make a difference to you.
Please share with others–except your competition!
Direct marketing copy is like a puzzle.
Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are from my experience as a small business owner and a marketing entrepreneur in marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.
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Thanks again for reading. Questions?
Mdoc@direct2customers.com or 800-251-3608