Direct mail is a special form of persuasive writing that is commonly known as "junk mail." As you've experienced, direct mail can come in all shapes and guises, but usually we see it in the form of a memo or a letter. If a letter, it can be addressed to individuals or addressed broadly, such as "Dear Friend." Sometimes direct mail has an attention-getting message in the addressee's address location. Also, in place of a date, direct mail may have another attention-getting message.
Direct mail makes heavy use of arrows, bullets, and bold-face type--all aimed at capturing and retaining the reader's attention and making the letter or memo easy to scan. Also, lengthier direct mail will repeat itself many times by placing the same information in a different format and in different areas of the communication. For example, the letter's main message may be written in lengthy text, then bulleted, then briefly stated in a side bar or box.
The advantages of the offer or the emotional appeal almost always appear at the beginning of the message. The price always appears last--unless one component of the offer is free. The "free" message is placed in the forefront.
Finally, direct mail usually has a P.S. This is done because most readers skip to the end of a message to see who wrote it. Placing an attention-getter or incentive message in a P.S. means that the reader will see it.
In addition to using all the strategies of persuasive letters, direct mail usually adheres to the following rules rules of thumb:
Effective direct mail has
When writing direct mail, follow these strategies:
Organize direct mail by
*This is not as easy as it sounds. Writing good direct direct mail requires a creative spirit, excellent writing skills, and sound research.
Click on the following link to see some samples of direct mail.
Home
Up
Letters
Business Writing
Help