How Do You Write a Good Direct Mail Piece?

A letter is the most common form of direct mail, and writing a good one isn't easy. That's why bigger businesses often hire direct marketing professionals to create their mailings.

If you choose to do it yourself, though, you have one key advantage: No one knows your market and prospects better than you do.

First, write down the most widespread problems your prospects face on a day-to-day basis. Begin the letter with a question or statement that directly addresses the most pressing issue you can think of. Immediately grabbing the reader's attention greatly increases your letter's chances of escaping the wastebasket or delete button. Once you have their attention, tell them how you can solve their problem with your product or service.

Use headlines that address the prospect's problems throughout the letter to keep their attention. Address only their most urgent concerns with headlines. Think in terms of their greatest fears, worries and goals.

A good direct mail letter engages the reader's interest in the benefits of your product or service long enough to read your call to action. That should be at the end of your letter, and it can take many forms. Remember your goal is to generate interest -- or, better yet, business. Make them an offer they can't refuse. Give something of value away in return for their response.