How I Write Copy for Direct
Mail and Other Projects

the only way tow rite good, persuasive, fact-filled copy that people want to read is by knowing the product and the market.

That's why my first step for every copywriting assignment is to gather as much information as I can on every product in the market - even when it's something I've used.

Research is a necessary first step to see with a fresh perspective.

While I do the research and study the information I keep my letter toolkit by my side. The letter toolkit is a system I have developed for keeping track of ideas for headlines, deciding which emotions to stimulate, recording the desires of the market and all the other golden information nuggets my research uncovers.

This reduces the reams of source material and research to a neat little stack of 15 to 20 pages. These pages are then distilled into a copy platform. The copy platform generally contains multiple copy approaches, headlines, and order devices.

The copy platform is what I send to you for approval.

You can choose the best two or three for split testing. It is always best to do a small test and roll-out the winner rather than bet the success of an entire mailing on one approach.

Approval of the copy platform allows me to write the package. I'll go through several drafts before showing the copy to you, and asking you to take the time to make comments.

The draft is provided in an MS Word file and I recommend making your comments directly in the file using the track changes feature. This enables us to keep everything in one spot and it even allows you to have more than one person make comments.

I'll revise the advertising copy to your comments until you are satisfied and it's ready for mailing.

After the advertising copy is laid out and the package is designed, I will gladly look it over to be sure it sends the message we want it to.

I'll provide you with any comments or corrections I have and then the package can be printed and mailed (or loaded into your web site).

When the results come in, I always appreciate knowing how each package performed. This is the last stage of an assignment, and it gives us an opportunity to discuss future endeavors.