Tracy Johannsen

The headlines you use in your direct mail campaign can make or break its success. This may determine whether the recipient even opens your mailing. That’s the first step. Keeping their attention through the call to action is the next step. How can you best keep your audience captivated?

Focus on the reader. Don’t make the message about you. Make the recipient feel as if the piece was written just for them. Using the person’s name is a plus.

• Straightforward and simple. The reader will decide within five seconds whether to keep your mailing or throw it away. Make them understand your message as soon as they look at it.
• Include benefits. Highlight specific benefits and not just product descriptions. The reader will ask themselves, “What’s in it for me?” Make sure you answer that for them.
• Create urgency. Give the recipient a deadline in which they must respond. If they don’t take immediate action, chances are they won’t take any action.
• Appeal to emotions. Address the problem that you hope to solve for the reader. Appeal to them on an emotional level and lead with thought provoking questions, such as, “Are you paying too much in taxes?”

Headlines can make or break your campaign. Don’t settle for the first attempt that you write. Instead, write several, analyze them, ask for feedback and test them.

For more information on marketing your business, visit Marketing Minutes, the American Rental Association’s (ARA) online member marketing resource.