ࡱ> Root EntryRoot Entry Fr*`Fk&Data a1Table6HUMacros e'`Fkr*`Fk5xi  !"#$%&')*+,-./01234j789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`bcdefghlkmnopqrstuvwyz{|}CompObj jObjectPoolr*`Fkr*`FkWordDocument()MSDigSig(Author)$8SummaryInformation( &DocumentSummaryInformation8VBAe'`FkP(`FkPROJECT   !"#$%&'()*+,-./0123456789:;=>?@ABCDEFGHIJKLMNPRSUWXYZ\]_`abcdefghijklmnopqrsuvwxyz{|}~՜.+,D՜.+,h$ px  /,) -Copywriting Checklist for Direct Mail Pieces Title 8@ _PID_HLINKSA`i9msbp://-r:1A50C6FE/  FMicrosoft Word Document MSWordDocWord.Document.89qThisDocumentThisDocumentModule1Module1ID="{C5DF6562-8402-11D2-9E40-00C04FB160FE}" Document=ThisDocument/&H00000000 Module=Module1 Name="TemplateProject" HelpContextID="0" VersionCompatible32="393222000" CMG="CCCE76A28AC88EC8Oh+'0&( HT p |  -Copywriting Checklist for Direct Mail Pieces9.0opyMicrosoft Corporationfoicr copywrit.dotporMicrosoft Corporationfo9crMicrosoft Word 9.0o@G@~X@Hpb@@/|NG$VT$m N&WordMicrosoft Word   @Times New Roman*wgw ! - 2  05/14/98   2 w 5 '@"Tahoma !w*wgw - - !6-   2    - - ' - !6-  M2 , Copywriting Checklist for Direct Mail Pieces           2    - - ' - !l-  - !lI - - !-- !-- !-- !_ -- !_ -- !l-- !l_ -@"Tahoma K!w*wgw K - 2 = o '2 on Which lists am I using? (No writing should begin until you have an idea of what types of lists you are using.)                           2 o o ' 2  o '%2  What is my offer?      2  h ' 2  h '#2 7 Is the offer sta      2 7Z ted clearly in the headline? (If using a letter, is the offer clear in the opening lines?)                    2 7A s ' 2 i s '=2 ! Does the offer sound tantalizing?       2  o ' 2  o 'I2 ) Will the lead grab them in five seconds?          2  i ' 2 1 i '2 cV Does my product/service need explanation? If yes, direct mail and letters can be a gre                     D2 c& at way to educate potential customers.           2 c t ' 2  t 'b2 : Is there a clear reply mechanism? (Reply cards work best.)              2  s ' 2  s '^2 +7 Are all details of my offer included on the reply card?t               2 + r ' 2 ] r 'R2 / If using a coupon, is my address on the coupon?l           2 m f ' 2  f 'V2 2 Can I offer something for free? (Think: free br           2 t_ ochure, free gift, free consultation. Change our company catalog to your free product                    '2 % guide.) 2 %  u ' 2 W u ';2   Can I use customer testimonials?      2  a ' 2  a ':2  How does the customer reach us??       2  o ' 2  o '2 QT How can the customer pay? (Credit cards or invoicing after delivery have best respon                  2 Q}  se rates.)   2 Q e ' 2  e '2 x Will a salesperson call? If not, this can be a powerful statement. But make sure you live up to your end of the bargain!                             2 a e ' 2  e '+2  Is the tone personal?      2  s ' 2 K s 'Y2 }4 Is the copy written from the customers perspective?               2 } s ' 2  s 'I2 ) Is the offer and supporting copy focused?e          2   s ' 2  s '2 E Ca;2 E  n I cut any fluff from the copy?       2 E  ' 2 w  '2 [ Did I add a P.S. in the letter? (The P.S. statement often gets read before other copy.)p                           2   ' 2   '- !4-- !4-- !4-- !4-- !4^ -- !6-- ! -- ! -- ! -- !6^ -- ! ^ -- ! ^ -- 2  System    -                           0/ *H  010 *H 0g +7Y0W03 +70%7)O•0 0 *H I7d.zn ?00)ъĽ5ǛSV0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.00  *H 0. h|,-.  WSu3* [4 Z%}XsjxqX)X^-bXq"X/6MJ;"V~!lJGj6 -Ӵ90  *H :>{թy=q#+(ߌe,ZbVkbEƢ5"r-| CMlX 5ʉp*}a qfbB="2"d$006C!FXF%`0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z01'0%U VeriSign Time Stamping Service10U VeriSign Trust Network1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.10U VeriSign, Inc.10UInternet00  *H 0aGܴ^i b1FI:?xZcEO n06- o' Q`5OTOз,B Ѝ^㖴"IBlӘV.:X"e匫xGBh[-}0  *H m`_i{p+b#D Q#tI'\q5+ൖ苧KsH ڋ %VNGWF8V!&;-%2Λ@GmGv0;~*1+ݰUApF-,~0 0 yfnжneq0  *H 0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA0 980416000000Z 990416235959Z0]10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA1F0DU =www.verisign.com/repository/CPS Incorp. by Ref.,LIAB.LTD(c)961>0<U 5Digital ID Class 3 - Microsoft Software Validation v21 0 UUS10U Washington10URedmond10UMicrosoft Corporation10U Microsoft Corporation0 0  *H  0&dm{AO o*q.S26h5IؖeS zpm̳*02X|k%gw #1Y0U0u0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CAyfnжneq0 *H 0 *H  1  +70 +7 10  +70 *H  1НeJq0 +7 1x0v42Checklist for Direct Mail>}p#_B ~e#L^rc@ V^bRXo>qu3ᅉ ϴVbK/   bjbj )"g  8T `$ PRtOPPPPPP$RR rT;P ;Pw PPwww@  D.0!  tOwwi* - @" U"-$-\fP0P-$HUwHU-wwMicrosoft Business PlannerGo to Article :  HYPERLINK "msbp://-r:1A50C6FE/" Creating Direct Mail Materials Copywriting Checklist for Direct Mail Pieces Use this form as a checklist to review the key selling points of your ad copy. Adjust this form as necessary to meet the needs of your company. Note: When you save this template as a document, note the document's file name and location. To edit the document next time, you must open it using Word. Every time you open this template from Microsoft Business Planner, a new document is created. Microsoft, 1998.  Copywriting Checklist for Direct Mail Pieces Which lists am I using? (No writing should begin until you have an idea of what types of lists you are using.) What is my offer? Is the offer stated clearly in the headline? (If using a letter, is the offer clear in the opening lines?) Does the offer sound tantalizing? Will the lead grab them in five seconds? Does my product/service need explanation? If yes, direct mail and letters can be a great way to educate potential customers. Is there a clear reply mechanism? (Reply cards work best.) Are all details of my offer included on the reply card? If using a coupon, is my address on the coupon? Can I offer something for free? (Think: free brochure, free gift, free consultation. Change our company catalog to your free product guide.) Can I use customer testimonials? How does the customer reach us? How can the customer pay? (Credit cards or invoicing after delivery have best response rates.) Will a salesperson call? If not, this can be a powerful statement. But make sure you live up to your end of the bargain! Is the tone personal? Is the copy written from the customers perspective? Is the offer and supporting copy focused? Can I cut any fluff from the copy? Did I add a P.S. in the letter? (The P.S. statement often gets read before other copy.)   DATE \@ "MM/dd/yy" 05/14/98 ,-NOPnopq/3(:<= mHnHu jUOJQJ5h0J5 0J5>* 0J%B*phjB*Uph B*phjB*Uph5<,pq./'(;rrrr`#$$$dIfNa$#$$dIfN$$$dIfN"$If!$If]$$IfTl+0*04 la$If  ;<=>kl0Pf$$IfTl+0*   04 la$If]$$IfTl+0*04 la#$Iflm[\~'(cdh i $If ! 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WSu3* [4 Z%}XsjxqX)X^-bXq"X/6MJ;"V~!lJGj6 -Ӵ90  *H :>{թy=q#+(ߌe,ZbVkbEƢ5"r-| CMlX 5ʉp*}a qfbB="2"d$006C!FXF%`0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z01'0%U VeriSign Time Stamping Service10U VeriSign Trust Network1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.10U VeriSign, Inc.10UInternet00  *H 0aGܴ^i b1FI:?xZcEO n06- o' Q`5OTOз,B Ѝ^㖴"IBlӘV.:X"e匫xGBh[-}0  *H m`_i{p+b#D Q#tI'\q5+ൖ苧KsH ڋ %VNGWF8V!&;-%2Λ@GmGv0;~*1+ݰUApF-,~0 0 yfnжneq0  *H 0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA0 980416000000Z 990416235959Z0]10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA1F0DU =www.verisign.com/repository/CPS Incorp. by Ref.,LIAB.LTD(c)961>0<U 5Digital ID Class 3 - Microsoft Software Validation v21 0 UUS10U Washington10URedmond10UMicrosoft Corporation10U Microsoft Corporation0 0  *H  0&dm{AO o*q.S26h5IؖeS zpm̳*02X|k%gw #100u0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CAyfnжneq0 *H p0 +7 100 *H  1  +70 +7 10  +70 *H  1R6Z_gޥ0  *H |prtԹgig"D*eUre Ẹl (wgtYX*)En1,u  !aQ|t|Zyt7G5"\DFꦅPGުP6FW6 Zs5SabDO]:Jf65{Doӹ0<U 5Digital ID Class 3 - Microsoft Software Validation v21 0 UUS10U Washington10URedmond10UMicrosoft Corporation10U Microsoft Corporation0 0  *H  0&dm{AO o*q.S26h5IؖeS zpm̳*02X|k%gw #V))TemplateProject.Module1.MainTEMPLATEPROJECT.MODULE1.MAIN@ \x@@UnknownG:Times New Roman5Symbol3& :Arial5& zTahomaWGeorgiaTimes New Roman7& Verdana?5 zCourier New"8h *D+F5r% N,N,$d))8*2,Copywriting Checklist for Direct Mail PiecesMicrosoft CorporationMicrosoft CorporationDyK yK (msbp://-r:1A50C6FE/8ECA90CA90" DPB="F6F44C845C848785878587" GC="20229ADD9BDD9B22" [Host Extender Info] &H00000001={3832D640-CF90-11CF-8E43-00A0C911005A};VBE;&H00000000 [Workspace] ThisDocument=0, 0, 0, 0, C Module1=22, 22, 628, 462, Z ak  *\G{000204EF-0000-0000-C000-000000000046}#4.0#9#C:\PROGRAM FILES\COMMON FILES\MICROSOFT SHARED\VBA\VBA6\VBE6.D__SRP_1[__SRP_2V,__SRP_3To__SRP_4Q__SRP_5OBThisDocument<_VBA_PROJECT LL#Visual Basic For Applications*\G{00020905-0000-0000-C000-000000000046}#9.0#0#C:\Program Files\Microsoft Office 2k\Office\msword9.olb#Microsoft Word 9.0 Object Library*\G{00020430-0000-0000-C000-000000000046}#2.0#0#C:\WINDOWS\SYSTEM\STDOLE2.TLB#OLE Automation *\G{2DF8D04C-5BFA-101B-BDE5-00AA0044DE52}#2.1#0#C:\Program Files\Microsoft Office\Office\mso9.dll#Microsoft Office 9.0 Object Library F7@ThisDocument0137862b94ThisDocumentNModule1433747f15cModule1L[8:d^O