Direct Marketing isn't all Brute Force

There are so many metrics surrounding direct marketing. Thus many facts, figures, test results and other sundry measurements.
It's tempting to suppose the sole thing that matters with direct marketing copy is to get the tried and tested parts in place.
If that were the case, you'd be able to buy DM copywriting software.
You would simply enter a few lines of data regarding your product - worth, offer and audience - and therefore the software would draw on a database of thousands of previous, proven DM letters and ads. Press Enter and you would have near-perfect copy delivered to your screen in the blink of an eye.
Sounds cool, eh?
The bother is, the 'metrics' approach to direct response writing - whether written by you or a machine - limits your potential considerably.
One major attribute of each good direct response piece is how it touches its audience at a private level. Nice DM speaks to us as individuals. It touches our hopes, fears and ambitions. It makes us feel, it makes us 'need'.
And by that, I'm not talking about the 'smack-em-in-mouth' approach. As in, "If your life isn't insured, your children could end up on the streets". Or, "Get out of debt in 30 minutes". I do not think our business is served well by manipulating the fears of good people. Or over-promising in any way.
>> An example of DM copy that touches the reader
A while ago I was given the duty of beating a management brochure that was selling a book on the subject of US forces in Vietnam.
I changed nothing except the captions beneath the photos.
I keep in mind one photo that showed an Yank 'Tunnel Rat' concerning to enter one among the Viet Conga’s tunnel systems. A scary job, to mention the least. The prevailing caption said one thing like, "At the doorway of a tunnel system".
There are two things wrong with this caption. First, it is redundant, telling you nothing the photo itself does not already communicate. Second, it fails to 'touch' the reader in any way.
It is a while ago, but my rewrite was one thing like this, "Tunnel Rat tenses before plunging into the darkness".
What I wrote was probably abundant higher than that. I spent a ton of your time on that brochure. However hopefully you get the point. What I did was use words that said one thing the photo alone did not express. I also put the reader within the mind of the soldier. To some small degree. I simply wrote in a very manner that engaged the reader's emotions.
Sensible DM writing will that all the time.
And yes, the new brochure beat control.
>> How this applies to the Internet
When it comes to touching your reader on a personal level, the internet offers more opportunity and potential than any different mass medium. Online, people respond immediately and completely to any sense that a web site contains a personal voice. People love that somebody is 'there'.
Where will you add these personal touches? Where will you reach individuals on an emotional level? Just about anywhere within the text. In headlines, subheads, body text or links.
(By the means, do not start writing captions for all the images on your site. In an exceedingly print brochure folks generally have a look at the photos first, and then scan the captions second. Not thus online. Visitors to net sites observe the text first. They wish to grasp if your website can offer them what they are wanting for.)
You'll be most successful with this personal approach if you utilize a lightweight touch. Place the verbal hammer and exclamation points away. There is no need to shout. Just build certain the text sounds like it was written by a living, respiratory, feeling human being. Don't just state the facts...write in an exceedingly manner that touches the reader's emotions. Facilitate them feel it, not just scan it.
Things very begin to fly when you combine the proven principles of direct selling with the private potential of the web.

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