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How to Edit Direct Mail Copy in 3 Easy Steps
Every direct mail copywriter needs a good editor. Yet many decision makers who edit and ultimatly must approve copy—clients, compliance officers, board members and managers—aren’t trained to edit the copywriter’s work.
Here’s how to edit copy in 3 easy steps:
Easy Step 1
When reviewing a direct mail letter for the first time, step number one is to sit on your hands. Too often, an editor picks up his or her pen and starts marking up the copy before reading the entire mailing package. You do need someone to check for spelling, sentence structure and grammar but when you start revising copy before reading the entire package, you’re likely to miss the big picture. It’s like letting a tree block your view of the forest. Leave your red pencil on the desk for now, read the complete mailing package and then ask yourself, does this letter:
- Talk one-to-one to the person receiving the letter?
- Convincingly show how the offer fulfills the needs of the reader?
- Clearly communicate the mailing’s objective?
- Give the reader reason to believe your claims? Does it establish your credibility?
- Tell the reader what specific action they should take?
Once you’re satisfied that the copy meets these initial requirements, it’s time to move on to a more detailed review.
Easy Step 2
A good editor isn’t the “word police” and understands that direct mail copy must capture the reader’s attention very quickly.
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Is the letter starting with its best lead? Often, you’ll find a even stronger lead buried in the third or fourth paragraph?
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Can the reader understand the letter’s purpose and how its contents apply to them within the first few paragraphs?
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After reading the first few paragraphs, you should understand which audience is being targeted. If, for example, the letter is targeting previous donors or customers, the copy should recognize the recipient’s special status early in the letter. Whatever group you’re targeting—homeowners, investors, subscribers, donors, members—acknowledge the reader’s inclusion in the group early on.
And to increase readership, the editor will check…
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Is the letter using short sentences, wide margins and a double space between paragraphs? Are the paragraphs indented? Is the letter “inviting” to read or does it look like it will be a chore to read?
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Like a newspaper, the letter’s page breaks should be in mid-sentence to encourage the reader to turn the page.
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Be sure the letter uses a serif font style for its body text. A serif font is proven to be easier to read than a sans-serif font and increased readership leads to higher response.
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Is the text large enough for the targeted audience to read? A 12-point type is good for most groups—especially for older audiences.
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Does the copy flow smoothly from paragraph to paragraph? And does the message unfold in a logical manner?
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Can you substitute “in-house” words for words the average reader will easily understand?
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A successful letter is from one person to one other individual so, whenever possible, replace words like “us” and “we” with “me” and “I.”
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When the copywriter calls for a personalized salutation but doesn’t personalize the body of the letter, ask why. Typcially, it will not raise your package cost to personalize the entire page.
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Can you rework any passive sentences?
And to add creditability to the package…
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Review the letter as part of the complete direct mail package. All components—the outer envelope, letter, response form, reply envelope and any inserts—need to work in harmony. You’re editing one component of a package and not a stand-alone element.
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Are you using letters from customers, documentation of test results, product specifics—anything that supports the claims made?
And to increase the letter’s credibility…
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The letter should look like a letter from one person to one other. Make sure the letter-signer’s signature, plus any “handwritten” notes in the margin, are all printed in the same handwriting and ink color.
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Is the letter’s signature legible? (Signatures that are difficult to read promote a negative response.)
Has the copywriter done all he or she can to make the sale…
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Are the offer and benefits to the reader easy to identify?
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Does the call to action clearly tell the reader what action to take?
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Are the benefits and the call to action repeated in the letter’s P.S.
Easy Step 3
Now, read your letter aloud. The best direct mail is written in conversational English and this is where you’ll spot clumsy phrasing, overuse of particular words and paragraphs that don’t connect smoothly with the previous thought. Hear the words you read as being a conversation with the recipient.
Finally, use a 16-point font size or larger to view the letter’s copy on your computer screen and you’ll find that it’s easier to spot typos, misused words or unnecessary words. You may even want to read the copy backward as it forces you to focus on each individual word.
A good editor is worth their weight in gold regardless of the copywriter’s experience. And the relationship between editor and copywriter should be a partnership rather than confrontational. Only by recognizing the expertise of the other, can the copywriter and editor accomplish a common goal—making the mailing more responsive and profitable.
About the Author
About the author:
Hugh Chewning is a direct mail specialist who provides strategy, copywriting and consulting to help consumer, nonprofit and business-to-business groups acquire, retain and cross-sell customers. You can find more about Hugh’s approach — plus his free-package critique offer — at www.cdmdirect.com. And for more free tips on how to improve your mail’s profitability, sign-up for his free blog, Direct Mail Insights.
Copyright © Hugh Chewning. All rights Reserved. You may reprint this article online provided that you keep the links live and keep all the content “as is,” including title, author byline, article text, and “about the author” information.
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