Direct Mail Copywriting

Direct Mail Copywriting

Increase Direct Mail Response Rates by Assuming Ownership

If you are like me, you're always on the lookout for any kind of edge when creating marketing materials or promotions--- Something that will increase your direct mail response rate without spending any more of your precious marketing dollars than you absolutely have to. Here's a tactic that's been around for decades, but it still works as well as it did 60 or 70 years ago. Its called "assuming ownership." It can be an incredibly powerful direct marketing tool if you use it right. Let me explain:

Assuming ownership means that you assume that the prospect is going to take you up on your offer. It does this by planting the idea squarely in the mind of the reader that they already own whatever it is that you are selling. This copywririting technique can be further expanded upon by creating word pictures in the prospect's mind that help them visualize actually having and using your product or service-- even before they order!

Here is a paragraph of some typical direct mail copy:

"If you decide to buy now, the CloseShave Razor will be shipped Federal Express on the same day you order. Batteries are included."

OK.--- Not bad, but what if a little copywriting magic make it stronger by helping the prospect visualize actually owning and using the razor? Like this:

"Your new CloseShave Razor will be shipped overnight to your home or office on the same day you order. It will be carefully packed and shipped to you along with 2 fresh AA batteries--- that way you can use it as soon as you open your package. Imagine yourself getting a clean, close shave with your new cordless razor at the office just before an important meeting or even this weekend at your favorite wilderness campsite."

See how this works? You are helping the reader picture himself opening and using his new razor--- on the very next day! If they don't buy, they'll have to deny themselves the positive feelings that they had thinking about it. It's an incredibly powerful technique that really works.

How to apply this to your own direct mail materials:

1. Count the number of times you use the words 'you' and 'your' in your copy. Now count the number of times you use words like 'I,' 'we,' and 'us'--- Eliminate as many of these last three words as you can, so you focus on the prospect more than yourself or your own company.

2. Make sure you have created a compelling word picture in your copy that describes the prospect actually having and benefiting from your product or service. Telling them about benefits is one thing, but illustrating them in their mind is quite another!

--Jim McCraigh

Copyright 2003 J. McCraigh.
May be copied and distributed freely if author credited.