4 of the Best Formulas for Generating Persuasive Direct Mail Copy
The success of a direct mail campaign largely depends on the mailing’s copy. Creating this copy can be a daunting task, however. Writers often must balance several factors, from the perspective of the reader to the primary aim of the campaign, as they attempt to create copy that pulls the reader in and convinces them to take action.
Fortunately, there are some tools that you can use to create engaging content. Several tried-and-true formulas that marketers use can help you create persuasive copy — and many of these translate very well to direct mail campaigns. Read on to learn about the different models and choose one that makes sense for your particular campaign.
1. Problem, Agitate, Solve
One of the most respected and widely used formulas in marketing is Problem, Agitate, Solve (PAS). This formula is particularly good for short mailing formats, such as postcards, because it contains a complete argument in as few as three sentences.
The PAS formula starts by introducing a problem. Importantly, the client should have this problem so they are intrigued by the initial proposition. Readers get pulled in only if they identify with the proposed problem.
Next, the copy introduces the future that could occur if the problem does not get fixed. Readers start to feel anxious that this future will happen to them if they do not address the issue. Finally, the copy proposes a solution to the problem. Individuals feel motivated to take action because of the anxiety created in the “agitate” line.
Each of these sections can be as short as a sentence or more elaborate, but concision often appeals to people more than extended discussions.
2. Attention, Interest, Desire, and Action
Perhaps the most popular formula for marketing copy is AIDA, which stands for Attention, Interest, Desire, and Action. Once you understand this formula, you will notice that it gets used for everything from television commercials to magazine advertisements.
AIDA also often works well for direct mail, and it can be easily adapted to a format without much space or expanded into something longer, like a letter. AIDA begins with a claim meant to catch the reader’s attention. This claim should be a header or the first sentence. The aim is to get people hooked so they continue reading, so it is the most important part of the copy.
However, the next part is also important. Most readers will not go past the headline, so you will need to offer something that will maintain their interest. Here, you should focus on new and interesting points that connect directly to the first point used to capture interest.
Next, you generate desire by diving into the benefits of the product or service being offered. This is the appropriate section for offering proof of claims. Finally, the entire piece ends by asking readers to take action, whether that means providing contact information for further information or making a purchase.
3. Before, After, Bridge
Another popular technique for marketing copywriting is Before, After, Bridge. This technique is particularly good at getting people to build a story in their mind. You start by introducing a problem the reader will identify with and, ideally, is grappling with at the current moment. Then, the copy introduces how this could be different. This section draws readers into the copy by showing them what their life could be like if the problem were not there.
Finally, the “bridge” part tells people how to get from the “before” to the “after,” which is generally the product or service being marketed. The formula has become very popular because of its ability to use narrative as a way to position products as a viable solution to a significant pain point for the potential customer. The reader wants to become part of this larger narrative.
4. The Four Cs:
People in the marketing world often hear about the four Cs. In truth, the four Cs are more of an acronym for writing guidelines than a true formula, but writers who keep it in mind are much more likely to produce great copy.
The first C stands for clear. All copy should be straightforward and easily understood. If recipients have to break down a sentence or analyze meaning, they will lose interest. The second C is concise. You should use as few words as possible to convey your message. Extraneous words will cause people to lose interest.
The third C is compelling. Individuals need to identify with the copy. If the issues do not speak to them, they have no reason to pay attention. The final C stands for credible. As much as possible, you should support your claims with proof, whether that is through customer testimonials, images, research findings, or something else. Virtually every piece of marketing content should adhere to the principles of the four Cs.
