“We grew up founding our dreams on the infinite promise of American advertising. I still believe that one can learn to play the piano by mail and that mud will give you a perfect complexion.” — Zelda Fitzgerald
The prospect of writing and assembling a direct-mail promotion — whether it’s for a traditional mailer or online — can be intimidating to a beginner copywriter. (And sometimes to experienced ones, too!) But it needn’t be the beast it appears to be if you just apply some logic and follow a step-by-step approach.
Of course, there is no one set of rules for approaching every promotion. Ideally, the product or service will dictate how it’s presented. But I’ve found that if I follow these suggestions, in the order they’re presented, more often than not I will end up with a good, strong promotion. At the risk of oversimplification, the steps are as follows:
Before you attempt to write any copy, thoroughly study the product. Familiarize yourself with its features, benefits, past performance, applications, and the markets it appeals to. Digging deep for the facts always pays off because in advertising, people look for specifics.
This article is reserved content for Wealthy Web Writer Platinum members. To continue reading this article please log in or become a member today.