10 Elements Every Direct Mail Piece Should Have - Subheads that lead...
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4. Subheads that lead into text. If you have a couple of paragraphs of text with no lead in, there’s nothing to entice people to actually read the copy. A subhead will give people a place to start reading. If you have only a 100 words or so you may be able to get away with it, but if the text gets any longer than that the average reader will want to have some guideposts along the way.
5. Benefits, benefits, benefits. One of the biggest errors people make in advertising is stating features, rather than benefits. For example, never assume recipients know what benefit can be derived from a lower interest rate on their mortgage. Let them know how their monthly payments will go down.
6. The offer. An offer is always a good idea and should represent a specific reason to call now, such as “Limited supply” or “Interest rates are climbing.”
7. Your company name and logo. Although this needs to be on the mailer, it shouldn’t overshadow the offer. Customers care most about what you can do for them.
8. Call to action. Tell prospects exactly what you want them to do. “Call today for more information” or “See us online” are two of the most common desired actions.
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