One of the major direct response copy blunders is writing from a corporate or company point of view.
This is true for direct mail, website, email and any marketing communications. It breaks not only one, but two golden rules of direct response copywriting: Write from one person to one person...and the importance of “you”-driven copy.
Chances are, if you’re writing from a company perspective, it’s “we” directed.
The fact is, writing from a company point of view is colder, more distant and ensures depressed response. To generate outstanding response, write copy from one voice, such as a spokesperson or company president. It humanizes your copy and presents an authority to your prospect. It also injects personality into your campaign.
One voice is key. Not even a committee or team of people has the same punch as one person. Think about it: When have you received a letter written by two people?
Start by crafting a personalized letter from your spokesperson expressing the offer and the high points of your product or service. The letter should have a closing and, most important, a signature. If your materials permit, include a picture of your spokesperson.
Examine your marketing materials and look for this common blunder. Are you writing from one voice? If not, choose an individual or spokesperson, then write a letter that lets him or her “sit down” with your prospects and talk with them.
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