My best advice for writing direct marketing that works

Image courtesy of Stuart Miles / FreeDigitalPhotos.net

Getting people to take action, right now, without ever interacting with them face-to-face is really hard. In fact, a response rate of just 3% is considered a great result in many instances. Worst of all, we often make it even harder than it has to be.

That’s why what I’m about to share is my absolute best advice for writing direct marketing that works. If you follow this, you’ll get out of your own way, simplify the task at hand and improve your response rate.

So what is this magical pearl of wisdom?

When trying to do more accomplishes less

First let me say that I have nothing against Citizens Bank, its employees or the people who create their marketing and advertising. But the postcard effort I received from them the other day leaves me scratching my head.

It starts off well enough with a headline on the address side that reads, “Open your first FREE Green Checking® or a qualifying personal checking account and get up to $220 CASH”

Then, however, instead of expanding on the headline or directing readers to the other side to learn more, they introduce a second offer. This one is for a “Catalog of Fall Offers,” whatever that is. There’s no explanation as to what type of offers they are or if they relate in any way to the checking account.