Direct mail, along with radio, is copy is at its most important. You have absolutely got to get this right. The letter, the leaflet, the order form, everything has to fit perfectly together, selling as hard as possible.
An ad in a newspaper or magazine can be ignored simply by turning the page, but the page is there in the reader’s hands already.
A direct mail letter, on the other, arrives unbidden and unopened – it must convince the recipient that this is no “junk” mail, that it absolutely will have something to interest them.
It must grab them instantly, making them pick up their pen or phone and make that decision to buy what you’re offering.
And it’s all down to the writing.