How I write a direct mail package, email, ad or other marketing piece

by Steve Slaunwhite

When you hire me to write a sales letter, direct mail package, self-mailer, email, landing page or other marketing piece, I follow a specific process.

Here are the highlights:

• We schedule a time to meet by phone to discuss project details. We agree on timelines and you are guaranteed to receive the first draft by the deadline.

• You provide me with the background materials on the project. These can include existing brochures, previous mailings, web pages and PowerPoint presentations as well as reports, studies and briefings. I’m also interested in any competitor information you have available.

• I study the material extensively, clarifying my understanding of the features, benefits and advantages of your product or service; the beliefs, interests and desires of the target audience; the details on the “offer”; the specific format and components; and any other must-know information. 

• If necessary — and it usually is — I interview you and other contacts in your organization by phone to further develop the copy strategy. I may also ask to speak with one or two of your sales people; those who deal with your target audience on a daily basis.  

• I write the copy and send it to you as a WORD document.

• If I have design suggestions – and I usually do – I send these to you as detailed notes and annotated rough pencil sketches. (However, this is done with the understanding that I am not a professional graphic designer.)

• If you need revisions to the copy submitted, I complete these promptly and at no additional charge. This is provided that such requests are assigned within 30 days and are not based on a major change.

• If you request it, I will review the design drafts (usually the PDFs) to ensure that the copy is laid out effectively and that everything works.

Note: If you don’t have a designer or design firm assigned to the project, I can recommend one from my network of top-drawer professionals. (See Design.)

Steve Slaunwhite  |  905-846-2620  |  info@steveslaunwhite.com