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Direct Marketing
DIRECT RESPONSE COPY
Direct response copy written for direct mail has a different format from copy written for publication
advertising. Direct response publication copy has a strong promise-of-benefit headline to attract
immediate attention. It is done in a news of a special value to attract a selected type of audience. Subheads
appear frequently, describing the offer in a different way. This is immediately followed by an abundance of
clear copy, spelling out details of the offer. Provision of information is made about all forms of evidence
available to give assurance to the reader, specify money-back guarantees and close with a special bonus
for promptness in replying. The order form should be big enough for the reader to fill out easily. Terms
should be clearly presented, including handling and shipping charges, approval offers or money-back
guarantees and use of credit cards if allowed.
It is available for marketer to use professional services for the preparation of direct response copy
or messages.
ADVANTAGES OF DIRECT MAIL MAREKETING
- SELECTIVITY: it can be aimed directly to any group of customers or recipients whom a
list is available. - TIMELINESS: direct mail advertising can be sent out as quickly as it can be prepared and
addressed. - INTENSELY PERSONAL QUALITY: direct mail is not subject to the time and space
limitations of other media. Each mailing material can be individualized and the message
personalized to the point of being absolutely confidential. - LACK OF LIMITATIONS ON FORMAT: the direct mail material can take any size, shape
or form the local mailing method will allow. - COMPLETE INFORMATION: the direct mail material can carry short or lengthy copy,
diagrams and illustrations that say much about the product. - NO COMPETITION: it is not in direct competition with other types of advertisement
message. - TESTING: extensive testing can be done on the product, price, appeal and other factors
before the whole is sent out. - RESULTS: the result of a direct mail material can be checked by means of an offer packaged
with the mailing.
DISADVANTAGES OF DIRECT MAIL MARKETING
- HIGH COST: direct mail has a high cost per mail piece.
- DIFFICULTY OF SECURING AND MAINTAINING MAILING LISTS: proper mailing lists
are hard to secure and expensive to maintain. - RECEIVER ANNOYANCE: the receiver may be annoyed with the mail. They are usually
referred to as junk mail by the recipient because its substances are purely commercial
advertising with no editorial or entertainment value.