Direct Mail Copywriting Secrets

March 23, 2011 by Tim
Filed under: Direct Marketing Mailing

The best copywriters like the late Gary Halbert or John Carlton will tell you….

..to aim to target prospects with perceived pain and get inside your prospects head to determine the root cause of their pain.

The concept is that people will do anything to avoid pain in it’s many forms. This can be applied to a consumer or business to business marketing models.

A mailer written for a small business owners who manages a small staff of people that during the winter months gets a time period of chronic sickness and absenteeism due to the avoidable spread of infections in the office.

Every year 22 million sick days are lost because of chronic colds and flues chronic sickness and every year 52.2 million cases of he common cold affect over 18 years of age each year.

From this research or facts that you gathered the next step is to tap into the emotions and get them to realize that nothing they are doing will work to solve their problems.

Show them that by improving the hygiene they will benefit measurably from the results like regular hand cleaning have proven to reduce the risk based on employee absenteeism by over 50%.

Because bacteria and viruses can live on surfaces such as desks, door handles and computer equipment for as long as two hours. Conventional hand washing with soap and water offers a degree of protection but it’s not comprehensive to prevent the infections of germs.

Finally you offer a solution to their problem.

You are the small business owner’s savior by coming up with a Alcohol Free Hand Foamer is the most advanced hand cleaner on the market. It kills and offers long lasting protection against 99.9 % of the germs.

Show them the facts on how research by the United States Department of Agriculture has proven and found that you advanced formula contains and advanced active barrier that continues working on the hands after six hours of an application.

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