The Direct Mail UK Readers don’t want to receive.
If you’ve been looking around the Internet for marketing resources - which seems quite likely because you’re reading this page - then you’ve probably come across a lot of sites selling copywriting and marketing courses, programmes, books and other resources.
And you may have been tempted to invest in them.
Not a bad idea, either - but some words of caution before you do: most of these are written and created by marketers in the US who are selling to the US market... and like it or not, there are some differences in style you need to consider before taking their teaching to heart.
It’s true the fundamentals are the same: you need to write in a conversational tone that’s both personal and personable. And you still need to follow the AIDA (Attention, Interest, Desire, Action) formula for best results.
And this is hardly surprising because as we marketers have known for a long time, and science has recently confirmed, we make our decisions emotionally in the limbic system of the brain, and then rationalise this in the neocortex.
What this means is because we’re all built the same way, and the differences are cultural, we’d expect the same general approach to work in both markets.
Yet, for all this, marketing and the direct mail UK readers respond to best is different from how you’ll see it portrayed in these courses and programmes. To be sure, the differences are of style rather than substance, but they are important, nevertheless.
Typically the direct mail UK prospects respond to best is more understated and less “hyped” than you’ll be taught in these programmes.
Similarly, it’s been reported that red headlines - something very effective in the US - tend to drive UK readers off. As soon as they see the red headline, they realise it’s a sales letter and dump it without reading it.
As always, test, test, and test some more.
Take a look around the rest of this site and see some of the specific direct mail strategies you can use to increase your profits starting TODAY!
Happy Direct Mailing!
Chris Cardell
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