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The Direct Mail Letter:

Copywriting Basics (Not Gimmicks) Are Persuasive

An online devotional for writers

A Word From The Word

A far-sighted, practical, and sensible man built a house, dug deep, and laid a foundation on the rock. (Luke 6:48, AMP)

A Word For Writers

Dejected didn’t even begin to describe how I felt. 

The Direct Mail Letter: what I learned about copywriting basics based on Luke 6:48. An online devotional for writers with Word Wise at Nonprofit Copywriter #WritingTips

I’d just completed a 10-month course in copywriting basics and had invested hours in my final project: a direct mail letter.

My score was 71 out of 100.

And it was accompanied by a confusing feedback report.

You write well, said the instructor, but you haven’t persuaded me.

He went on to say that the content of my main point was not the issue, but rather simple fundamental mechanics, such as …

  • “Your main point was buried on page 2. Move it to the opening paragraph.”
  • “I should be able to skim your subheads, like an outline, and get the main point of the letter.”
  • “Use underlining or other formatting tools to emphasize your main point.”
  • “Highlight your main point by setting it apart with white space.”

He made his point: I need to use copywriting basics – structural fundamentals – to make my point.

I had neglected to do so in this direct mail letter. Instead, I worked too hard at being clever, mistakenly thinking that I had to be cute with words to make my point stick.

Gimmicks don’t work.

Basic copywriting skills lay a strong foundation for persuasive writing. They’re basic because they work.

A Wise Word

Copywriting basics lay a strong foundation for persuasive writing.

A Word To Pray

Gracious Father,

Let me dig deep and lay a strong foundation in building basic copywriting skills. Forgive my pride in trying to short cut the process or by trying to be clever.  Help me to be a solid writer that honors you.

In Jesus’ name, Amen.


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