For years direct marketing, a promotional technique that involves sending business offers or informational letters directly to a mailing list of consumers, has proven itself to be not only a reliable, but a cost-effective method of gaining new customers. However, with the sheer volume of what a consumer might consider to be junk mail piling up in their mailbox each day, it’s important for your business’s piece to stand out – otherwise, it might end up in the recycling bin alongside other unwanted mail.
Hiring a professional with experience in copywriting can be one of the best ways to ensure that your business’s offer gets seen by your target audience. Here are just a few of the ways a copywriter may be able to help make the most out of your direct marketing strategy.
Targeting your ideal customer. Copywriting professionals have experience writing for a variety of audiences and they know how to get inside the minds of different profiles of people. A trained professional will know when it’s appropriate to break out a concise, business-like style and when they can tone it down and go for a more casual and fun prose.
Engaging the customer. People are busy these days, and most of us don’t have the time for vague direct marketing messages that beat around the bush, and that don’t immediately get to the point. On average, you have just 10 seconds to peek a person’s interest in buying your product or service. Trained copywriting professionals know that every word counts, and they are able to effectively, and instantly engage a prospect’s attention.
Ensuring professionalism. There aren’t many things that can ruin a business’s first impression more than a direct marketing letter littered with typos, but it happens more often than you’d think. Everyone has their strengths and weaknesses, and unless you majored in business with a minor in English, you might not be the best person to edit copy. Trained copywriting professionals, however, are experts at making sure that your copy is free of spelling, grammar and punctuation mistakes, thus preserving your company’s credibility.
Creating an original message. Consumers are much more likely to react positively to writing that sounds human, rather than to a message that seems mechanical or reproduced. Unfortunately, many small business owners simply don’t have the time or the practice required to create new messages for every direct marketing campaign. An experienced copywriter, however, can take the time to ensure that each new message is personal and creative, customer-friendly and inviting.
This article was written by a guest blogger.