How To Become A Direct Marketing Copywriter

There are no shortcuts to become an expert direct marketing copywriter. The expertise which many copywriters want to possess comes with a lot of practice, a lot of cross- referencing, and a lot of exposure to new and different methods and styles of writing direct mail marketing copies. However, one point worth remembering is: the ultimate aim of your copy is to sell the product and nothing else. Therefore there are no set ways or methods of writing the ‘perfect’ direct marketing copy. Whatever style is makes a successful sale is the best!
However, a few pointers would see you through if you are attempting to write a direct marketing copy yourself. Firstly, be friendly. You are attempting to ‘connect’ with a vast pool of faceless and nameless people who you call your audience. The only welcome approach would be the friendly one. Speak to your audience as you would speak to them over a cup of coffee. Keep your tone warm and engaging. Make your audience feel that they are the single most important species on the planet. There is nothing like a little ego massage to get you going. Secondly, never bore your audience with long sentences, jargons, technical terms, and a story about yourself! Most copywriters tend to focus so much on themselves- why they are what they are and so on, that they forget about their objective of writing the copy. Your audience doesn’t care a zilch about who YOU are and why you are selling whatever it is that you are selling. And you know what, they don’t even care two hoots about the product! Seriously! All they want to know is why they should buy your product and what use would it be to them. So before writing about all those ‘salient features’ of your product in bullet points, get your act together and write, instead, what the benefits of your product are.
Your copy is directly responsible for the image of your company. If you write negative things about some other companies or products, it would reflect on the reputation of your company. The best way to keep a squeaky clean reputation would be to avoid indulging in verbal battles. Many companies indulge in rabble rousing copies about how ineffective their competitors’ products are compared to their own. Keep away from any such intentions even if you are tempted to. Always let your customers be the final judge.
The last advice would be to make sure that your product lives up to its reputation. Your copy would have created an image in the minds of your audience about your product. If, by any chance, it fails to deliver in one or more parameters, your customers would write it off immediately. And a negative remark takes negligible time to spread and can seriously damage your reputation in the market.