The Do’s and Don’ts of Writing for Engagement

I recently was headed out of town to lead a workshop on “The Do’s and Don’ts of Writing Successful Direct Mail Copy.” As part of the prep, I dissected what I do every day and why I do it.

No surprise, the same techniques that work for writing direct mail copy also apply to developing digital content. The basics of direct response writing is channel agnostic. The key is in knowing how to apply the do’s and don’ts for engaging readers and motivating them to take the next step.

(For 33 chapters of copywriting tips, check out my very recent. An envelope’s upper right corner is used by the mail screener at home and office to decide whether to toss or keep your mailing. Don’t let your lettershop decide how your postage should look … it can affect response.

Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of 'The Cross-Channel Copywriting Handbook,' published by Direct Marketing IQ. Reach her at (913) 341-1211.

Publish date: December 13, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT