print direct mail

Designing On-Point Direct Mail Part 2: Writing Great Copy

Designing On-Point Direct Mail Part 2: Writing Great Copy

Contrary to popular belief, yelling doesn't work. There are a lot of different copywriting mistakes that can be made when putting together a direct mail campaign. Everything from typos to going off-message can weaken a print ad, but the majority of mistakes can be grouped together under the heading, “yelling at people.” As we all know from life, someone doesn't actually have to be in our faces, screaming, to make us feel like we're being yelled at (or talked at, or talked down to, or threatened, or even unduly questioned). There are a million different ways to make someone feel uncomfortable in a dialogue, and most of those can be found in writing copy for direct mail, too. Here are some of the major things that can make people feel uncomfortably like they're being yelled at in a print ad received in the mail: A font size that is too large within the context of the rest of the ad. […]

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