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Words That Work: 10 Words to Use on Your Direct Mail Postcards

September 16, 2014

10 Words that Work for Postcards

Are you struggling to write headlines and copy for your next direct mail marketing campaign? Writing effective copy can be tough, but by using the right words in the right places, you can write copy that truly connects with your readers.

Sometimes the difference between a great headline and a mediocre one is a single word. In this blog post, we’ll cover 10 massively effective words that you can use to make sure your next direct mail marketing campaign is a success.


Every good direct mail piece – whether it’s a postcard or a long-form letter – uses the word “you” frequently. “You” personalizes copy that might otherwise feel too impersonal and generic, giving it a human touch that makes all the difference.

If your copy feels too impersonal and generic after several revisions, try adding “you” to more of your sentences. The more personal your copy feels, the greater your response rate will be.


Everyone loves getting something for free, and if you have a free offer available it’s always worth making a point of it in your copy. Try adding “free” to your headline to make an impact and grab your audience’s attention.


If your offer seems too good to be true, many of your readers will have doubts about whether it’s worth responding to. Adding “proven” to your copy shoes that you have a reliable, trustworthy offer that people can feel confident responding to.


In The 22 Immutable Laws of Marketing, Al Ries and Jack Trout make the point that it’s often better to be the first than to be the best. If your offer is the first of its type, make a point of it by using “first” in your headline and copy.


If your product or service isn’t the first of its type, how can you distinguish it? By being the best of its type. If your offer stands above the competition in terms of quality, use “best” in your copy to make sure your readers know it.


Nothing feels better than getting a good deal on a product or service. If you’ve got a discount offer that can help your readers save money, use “save” in your headline to draw in their attention by showing the value you can offer.


Do you want to know a secret? People love knowing secrets. If your copy is packed full of information that most people don’t know but should, make sure you mention that you’ve got secrets to share in your headline.

How To

People love learning how to do things, especially if the things they’re learning can save them money or enhance their life. If you’ve got tips to share, use “How To” in your headline and copy to emphasize the valuable information you can offer.


Do you want your readers to take immediate action? Use “now” in your headline or copy to emphasize the importance of taking immediate action and build a sense of urgency around your offer.


Asking a question is a great way to draw in your readers, and the best questions to ask usually begin with “why.” Whether in your copy or in your headline, questions can be powerful psychological tools to entice your target customers.

Which words have you used on your postcards?

Think of this blog post as a cheat sheet – a list of powerful words that you can return to whenever you’ve got a headline or paragraph of copy to write. As you write, check off the words you’re using and think about the effect they have on your audience.