A traditional direct mail sales letter uses a
A traditional direct mail sales letter typically uses a formulaic structure to persuade the reader to take a specific action. This structure is often referred to as the "AIDA" formula, which stands for:
A - Attention: Grab the reader's attention with a compelling headline, opening sentence, or question.
I - Interest: Generate interest by highlighting the benefits, features, or unique selling points of the product or service.
D - Desire: Create desire by emphasizing how the product or service can solve the reader's problems, improve their life, or achieve their goals.
A - Action: Encourage the reader to take action by providing a clear call-to-action, such as a response card, website URL, or phone number.
Additionally, a traditional direct mail sales letter may also include other elements, such as:
- A strong, attention-grabbing subject line or headline
- A brief, concise introduction that sets the tone and establishes the writer's credibility
- A clear, concise explanation of the product or service and its benefits
- Social proof, such as testimonials or endorsements
- A sense of urgency, such as a limited-time offer or deadline
- A clear, prominent call-to-action that tells the reader what to do next
Overall, the goal of a traditional direct mail sales letter is to persuade the reader to take a specific action, such as making a purchase, signing up for a service, or requesting more information.