Creating good direct marketing material can be a challenge.

For example, do you want to communicate or persuade?

Communication is to tell, persuasion is to show.

A sign that says “circus” is communication; a waving clown is persuasion.

Two speakers address an audience. The one with good communication skills will receive compliments on the great speech. The one with the talent for persuasion, will get a “where do I sign up” response. The audience will be motivated to do something or take action.

Communication is the “what” persuasion is the “why.”

Buyers want to know “why.” Why should they buy your product or service? Why will it make them better? Instead of expecting them to buy because you say so, try telling them why they should buy and what they will get.

If you own an ice cream shop you could hang a sign that says:

Sally’s Ice Cream Shop

Or, your sign could read:

The Best Ice Cream in Town-All Natural Ingredients-More flavors than we Can Count!

Which shop would you visit?

The first key to writing good direct marketing copy is to keep in mind when to tell—just give information. And, when to show—paint a picture that will connect with your customers.