Don’t Try This at the Office

Mistake #5: Omit the Obvious

Stating the obvious in the direct mail piece is an important element to close the sale. How could you ever know for sure if the recipient of the mail piece remembers or understands every benefit and component of the product and/or your company? Consider that you probably don’t remember what you had for dinner last night let alone the benefits of a product or company you haven’t seen or heard about for weeks, months, years or ever. That’s why it’s important to restate obvious benefits, such as two-day shipping, an 800-number, no assembly required or a product premium. The more you communicate, the better chance you have of eliminating questions and removing obstacles to purchase. In direct mail, never think the obvious is obtuse.