Writing Powerful Direct Mail Letters

Benefits to you and your employer:

Benefits to your employer:

Packed with core fundamentals, industry wisdom, great tips and fresh ideas, this direct sales letter writing training course will give you a clear understanding of how people read and react to direct mail.

By the end of this course you will have the skills to:

• Increase results and response
• Boost sales
• Win customers
• Avoid wasting time and money on unproductive mailings
• Understand why people buy and why they don’t
• Know what generally works and what always fails

Benefits to you:

Any copy writing task you are given in your professional career will be positively affected by the techniques you will learn in this one day course.

You’ll be better placed to make informed decisions about every aspect of sales letter writing including:

• Personalisation
• Headlines
• Copy
• Layout
• Response coupons
• Printed envelopes

You will learn how to achieve much better results whether you write letters to sell:

• Products
• Services
• Subscriptions
• Appointments
• Seminars

Who should attend?

The Writing Powerful Direct Mail Letters course is designed for marketers who involved in planning, writing, approving or editing direct mail letters, or emails.

This will include:

• Copywriters
• Clients
• Agency account management
• Marketing executives
• B2B marketers
• B2C marketers

Previous delegates include:

• Credit Card Marketing Manager (Virgin Atlantic Airways)
• Finance Manager (DQM Group)
• Marketing Specialist (IMS Health UK)
• Marketing Executive (Cascaid Ltd)

Programme outline

The Writing Powerful Direct Mail Letters course is a lively and thought-provoking day.

You will gain a head full of ideas and a wealth of new techniques that you can apply right away to boost sales and win customers.

Here is the programme outline for this course:

The total uniqueness of the sales letter

• How sales letters can get results where other mediums fail
• How people read and react to direct mail and how to use it to your advantage

How to become a "salesperson in an envelope"

• Why 90% of your sales letters get trashed in less than 5 seconds
• 12 great ways to write compelling headlines
• Perfect grammar and punctuation – friend or foe?
• The importance of using the right tone and language
• How to define and articulate the real value in a proposition
• The magic formula that adds up to a sale
• The “killer questions” every prospect asks before they buy
• Emotional drivers that motivate readers to respond or buy

Valuable tips that boost response and results

• Using 'Power' words and avoiding 'Spoiler' words
• Long copy or short copy - what works best, when and why?
• How to achieve personalisation with very little customer knowledge
• When to sell features and when to sell benefits
• How layout can affect response: useful do’s and don’ts
• 12 recipes for disaster and how to avoid them all
• The last thing you should put into a sales letter

Writing for email

• The pros and cons of selling by email
• How to adapt your copy to suit the digital medium
• Useful tips for improving email marketing results

Send one of your typical direct mail letters, in advance, and your training course tutor will review a selection of delegates sales letters in an open class session. It’s a great way to get a constructive critique and expert recommendations for improvements. This consultancy service alone could justify your investment in this training course!

Training course tutor

Paul Chuter F IDM is one of the UK’s leading sales communications practitioners. Since 1991, Paul has provided communications advice and copywriting to leading international business enterprises, not-for-profit organisations, government agencies, professional bodies and academic institutions.

Clients past and present include: Ericsson, Hitachi Data Systems, Institute of Direct & Digital Marketing (IDM), Institute of Directors (IoD), Institute of Fundraising (IoF), Juniper Networks, Logicalis, Rocket Fuel Inc., Security Industry Authority (SIA), TradeDoubler, University of Leicester, University of Loughborough and Warner Bros.

Paul also advises UK and international advertising agencies on new pitch and client campaign strategy, and is a regular contributor to industry journals and blogs. He is a highly experienced speaker who delivers training that is extremely practical, applied and proven to be effective in the “real world”.

Delegate testimonials

"An enthusiastic and passionate tutor, Paul Chuter taught me far more than I ever imagined I'd get from the course - highly recommended."

Jane Pickering, Product Manager, Market Harborough Building Society

"Excellently presented and full of good content."

Ian McConnachie, Director, Red Square

"An excellent and enjoyable course. Broken into easily digested sections explained in a clear and concise way with examples. I now feel ready to return to my desk and improve the success of our mailings with brilliant copy."

Gemma Duffield, Marketing Executive, James Wellbeloved