Other Added - Direct Mail Advertising Copywriting - Twelve Ways to Evaluate Direct Mail Copy

1. Does the writer know the product? Has the writer dug out every selling point and benefit? Has the writer concentrated on communicating product benefits instead of features only?

2. Does the writer know her market? Is she aiming at the most likely prospects rather than at the world in general?

3. Is the writer talking to the prospect in language that the prospect will understand?

4. Does the letter look like and read like a letter written by one individual and intended for another individual? Or does it sound like it’s written by an organization, and intended for the masses?

5. Does the writer make a promise to the prospect and then prove that the writer can deliver on that promise?

6. Does the writer get to the point soon enough? Does she make that all-important promise quickly?

7. Is the copy relevant and specific to the selling proposition?

8. Is the copy concise?

9. Is the copy logical and clear? Does it follow a logical progression?

2. Does the writer know her market? Is she aiming at the most likely prospects rather than at the world in general?

3. Is the writer talking to the prospect in language that the prospect will understand?

4. Does the letter look like and read like a letter written by one individual and intended for another individual? Or does it sound like it’s written by an organization, and intended for the masses?

5. Does the writer make a promise to the prospect and then prove that the writer can deliver on that promise?

6. Does the writer get to the point soon enough? Does she make that all-important promise quickly?

7. Is the copy relevant and specific to the selling proposition?

8. Is the copy concise?

9. Is the copy logical and clear? Does it follow a logical progression? Customer Service for the Airlines
Customer service for the airlines is so important these days because the weary traveler is already upset with the treatment, heightened security at the airports and the cut backs of meals on planes and>3. Is the writer talking to the prospect in language that the prospect will understand?

4. Does the letter look like and read like a letter written by one individual and intended for another individual? Or does it sound like it’s written by an organization, and intended for the masses?

5. Does the writer make a promise to the prospect and then prove that the writer can deliver on that promise?

6. Does the writer get to the point soon enough? Does she make that all-important promise quickly?

7. Is the copy relevant and specific to the selling proposition?

8. Is the copy concise?

9. Is the copy logical and clear? Does it follow a logical progression? Thinking Ahead in the Job Search
Job Searchers, have you ever been so close to getting a new position that you stop doing most of the things that brought you to that point? It is easy to get so excited over one potential opportunity it’s written by an organization, and intended for the masses?

5. Does the writer make a promise to the prospect and then prove that the writer can deliver on that promise?

6. Does the writer get to the point soon enough? Does she make that all-important promise quickly?

7. Is the copy relevant and specific to the selling proposition?

8. Is the copy concise?

9. Is the copy logical and clear? Does it follow a logical progression? Business Plan
A business plan can make or break your hope and dreams of having a business. If everyone knew how to write a business plan, then everyone would have their on business and be their own boss. In this a Does she make that all-important promise quickly?

7. Is the copy relevant and specific to the selling proposition?

8. Is the copy concise?

9. Is the copy logical and clear? Does it follow a logical progression?

10. Is the copy enthusiastic? Does the writer obviously believe in what she is selling?

11. Is the copy complete? Are all the questions answered, especially obvious ones like product size and colour?

12. Is the copy designed to sell? Or is it designed to impress the reader with the writer’s ability? You don’t want prospects to exclaim, “That’s a great mailing!” You want them to exclaim: “That’s a great product, and I want one now.”

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