Copywriting – Frequently Asked Questions

I am frequently asked about how to write good copy for direct mail and while it’s hard to pinpoint specific rules, here are a few general observations which may help:

1. Write to someone specific

When writing a sales letter, I always imagine I am writing it to someone I know. It seems to make the copy flow more easily if I have an image in my mind of the person who is reading it. It’s even easier if you know some of your customers personally as you can appeal to their wants and needs from first-hand knowledge.

2. K.I.S.S.

Don’t try to be too ambitious with your writing. 'Keep It Simple, Stupid' is very apt here. Short sentences and short paragraphs make sales letters and brochures easier to scan. If you also insert a number of paragraph headers you will allow the reader to grasp the essentials of your offer very quickly.

3. Testimonials

Confirmation from others who have used your product or service is an essential support to all good sales letters. They make all your claims real. Gather testimonials from as many customers as you can – they will always be useful. You could even make it a condition of doing business with you!

4. Which fonts should I use?

In direct mail, it’s been proved many times that serif fonts are easier on the eye (and therefore easier to read, and therefore likely to give you better response!!) so it makes sense to use Times New Roman, Palatino, Goudy Old Style or Century Schoolbook. Sans serif fonts (Arial, Rotis, Gill Sans, Helvetica) are OK for headlines, but for the main body copy of your sales letter or leaflet always use a serif face.

IMPORTANT! If you use a graphic designer (as I do) to prepare your sales letters and brochures for print, you'll need to make sure that they follow this principle. They always like to use what I call 'designery' fonts, which may look good on the page but are very difficult to read.

A number of special fonts have been created specially to make text easier to read on web pages. Verdana (which I'm using here) is probably the best-known and most-used face although Arial is also much used online.

5. Reversed-out type

Graphic designers love to use reversed-out type (e.g. white type on a solid black background) in their page designs, but as a rule-of-thumb I suggest you do not allow them to do it. It’s very difficult to read at the best of times and if the printing is very slightly out of alignment, it will be impossible to read it. So it’s best not to do it!

If you would like to use my copywriting skills to improve your own marketing material, please click here to send an email to me and outline your requirements, or call me on 01803 875522. I'm always happy to have a chat!

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