Article 2 min read

Craft a catchy message

Published On
20 March 2025

Näytämme tätä sivua English -kielellä, koska se ei ole vielä saatavilla Suomalainen -kielellä. Toivomme, että se käännetään pian.

How you say it is paramount to getting customers to act.

5 seconds. That’s how long you have to convince a customer to read your mail.

With smart copy and design that maximizes those word choices, you have a better chance to draw that necessary immediate interest, straight out the mailbox.

The 7 key copy emotions

The written word is the most powerful response driver for a direct mail campaign. Evocative words and phrases that dial into a reader’s emotions can make a powerful impression and encourage them to act.

Direct mail experts have identified seven key copy drivers to help determine your writing’s emotional approach. Swedish entrepreneur Axel Andersson and Seattle direct marketing guru Bob Hacker originally defined these seven key copy drivers, and copywriting expert Denny Hatch expanded upon them in his book Secrets of Emotional, Hot-Button Copywriting.

The 13 most powerful words

According to direct mail expert Denny Hatch, these are the most evocative words in the English language.

Use your words. And fast.

No matter what key copy driver you choose, you still need to put that message into the words that will make your customers actually want to read what you’ve written. When crafting direct mail letters, award-winning copywriter Pat Friesen, author of the Cross-Channel Copywriting Handbook, advises the following guidelines to achieve maximum readability.

Short words

75 to 80 percent of your words should be five characters or less.

Short sentences

Sentences should be one-and-a-half lines or less.

Short paragraphs

Paragraphs should rarely exceed six lines.

Design adds character to the conversation

Typography, layout and hierarchy basics can help your copy stand out too, ensuring your message is easy to read and understand.

Type choice

For a coherent message, select a font that’s legible and time-tested. To enhance readability, use the most common type alignment: flush left, ragged right. Avoid all caps and script fonts, as well as small and reverse white text, all of which can be hard to read.

Imagery

Make sure the image you select not only supports your concept, message and format, but strengthens them as well. For printed pieces, remember the resolution must be high to ensure readability of text on an image. This is also an opportunity to use variable imagery and batch target your audience.

Hierarchy

Determine an organizational system for content that emphasizes some data over others. This prioritizes your message and lets readers scan text. Use one or two cues to signal your hierarchy, like font size, weight or color.

Grid

Arrange content in a grid. Elements that align with one another feel more harmonious and are easier to read. White space can also help emphasize your message.

Music company creates dramatic direct mail to describe its products: A case study

To make a personal connection and help customers understand that D’Addario music company is at the forefront of orchestral string design, this direct mail campaign pairs explanations of Kaplan strings’ superior performance with intimate portraits of musicians. Evocative, dramatic language and high-end printing techniques demonstrate the strings’ sophistication that you need to hear to believe.