Copywriting Tip: First Them, Then You

The most effective ways to get results is through direct response copywriting

When crafting any type of print marketing piece, whether custom postcard printing, mortgage mailers or real estate postcard mailers, one of the most effective ways to get results is through direct response copywriting—copy that urges the reader to take immediate action toward accepting your offer. However, convincing the reader to take the next step can be a balancing act. Aggressive approaches tend to turn the reader off, especially with unsolicited mail pieces. Conversely, a timid approach won’t do enough to get the reader to act.

The “first them, then you” approach to direct response marketing

To find the happy medium between these extremes, we recommend the “first them, then you” approach to direct response marketing. This approach doesn’t describe a strategy as much as it does an attitude. The idea is simply to put the customer first when crafting any offer, attempting to delight the customer and provide exceptional value before thinking about your own profits.

It’s not “just them, not you.” It’s “FIRST them, THEN you.”

“Wait a minute!” you might be thinking. “Are you asking me to take a loss or sacrifice profits just to make the customer happy?” No—and yes. Obviously, you won’t stay in business if you have no regard for your own profit margins, but neither do you have to do so. It’s not “just them, not you.” It’s “FIRST them, THEN you.” It’s not either-or; it’s prioritizing in order.

Look to your customers’ prospective needs and wants first when crafting direct response copy—then make sure the offer is sustainable for your business. And yes, you may take a temporary loss on a particular offer, but if you are offering exceptional value, you’ll make up for those losses with loyal customers who continue to buy from you—at the prices you ask.

How does “First Them, Then You” Work?

What are some powerful ways to integrate this customer-first approach into your copywriting? Some tips to help:

• Put yourself in the customer’s shoes. Think about what problems they have that you can solve, or what they need that you can provide. If you were the customer, what sort of offer would you find impossible to resist?
• Add value without expectation. Not all value is monetary. You can also provide valuable information and expertise that prospective customers can use whether or not they buy from you. Even direct response marketing pieces can be educational.
• Go the extra measure. Once you’ve crafted the best offer you can, one that’s already guaranteed to wow your prospect—go one better. Once you’ve offered a great product at a ridiculous discount, throw in an accessory for free. You’ve just made a great deal an irresistible one.

An effective direct mail advertising campaign is more than just focused demographics and targeted mailing lists. Implementing the “first them, then you” approach to your copywriting can go a long way to improving your conversion rates exponentially.

For more tools and strategies to make your direct mail marketing more successful, call Mail King USA today at (916) 296-0545.