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any good. I would rather take the risk of boring the reader by repeating words and thoughts, than
of losing him by quick change of mental direction. Putting it in a few words — be careful when
you use synonyms.
The best way to become a good direct mail copywriter is to practice writing about other people's
products or service when you don't have to do it. When you get a poor letter, try rewriting it your
way. It can be a lot of fun. Sometimes you will have difficulty improving the original. But every
bit of rewriting you do will strengthen your ability to write clearly, concisely, and with a readable
style.
THE TEN COMMANDMENTS - TAKE YOUR PICK
You might think some of the world's greatest copywriters would create terribly clever titles for the
checklists they developed to help others make their direct mail letters more effective. But it's
amazing how many simply produce what they title the "Ten Commandments." Over the years,
I've seen dozens of "Ten Commandments for Better Letters," but here are four I believe are most
helpful:
Bus REED'S TEN COMMANDMENTS
1. Be clear
2. Be convincing.
3. Be interesting.
4. Convert features into customer benefits.
5. Answer the prospect's subconscious question: "What's in this for me?"
6. Use adjectives sparingly.
7. Use active verbs.
8. Never make a claim without offering proof you can deliver.
9. Give your copy rhythm.
10. In place of hard sell or soft sell, use sensible sell.
PAUL BRINGE'S TEN COMMANDMENTS
1. Select the right list for your product or service. Without it, you have nothing.
2. In all your writing, talk to one person only. Never address a letter "To our Customers," or
"To our Suppliers." Direct mail is always from one person to another
3. Offer your most important benefit immediately. Recognize that your reader is as selfish
even as you and I.
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