Copywriters who are employed to provide the wording of direct mail campaigns have been told to concentrate on the benefits available to the consumer.
Hartland Ross, founder of eBridge Marketing Solutions, has told Web Host Industry Review that companies making use of direct mailing services must make sure that the content of their campaigns focuses on telling the prospective customer what he or she has to gain.
Mr Ross explained: “What’s important is not your product or service, but its direct and ancillary benefits.
He added: “The job of the direct mail copywriter is to sell the offer, not the product.”
Meanwhile, a report in the Daily Telegraph has revealed that nearly 60 million items of direct mail are sent to dead people every year.
Figures from the Deceased Preference Service show that the problem is worst of all in Hull, which receives the largest proportion of ‘deceased mail’ per address.