Who will read your offer? Consider their age, gender, location, purchasing habits, and more. By knowing your target audience, you can send more relevant offers and write copy that converts

How does your product or service benefit the consumer? Why is your offer the best? What differentiates your product or service from the competition? Before you can sell anything, you need to identify how it adds value

What is the purpose of your campaign? Do you want to drive sales calls or send traffic to your landing page or website? The "next step" must be clear and concise to you and each prospective customer

Your headline is your first impression. According to a recent study, 8 out of 10 people will read the headline copy, but only 2 out of 10 will read the rest of your offer/text. Your headline should include interesting adjectives, numbers, and provide a solution to the customer's needs, wants, fears, and/or problems. An example headline, "How You Can Effortlessly Lose 10 Pounds in Only 5 Days!"

Don't use filler copy or indirect suggestions. Tell the reader exactly what they should do. Your headline, subheadline, and body copy should all communicate clearly and effectively.

Never use passive voice when writing sales copy. For example don't say, "We had new inventory arrive recently". Instead, say, "New inventory now in stock, hurry in today!"

Always include testimonials from satisfied customers with similar demographics to your target audience. The more authority indicators and social proof that your product has, the less friction you will experience in the conversion process. You can also add items like an industry association logos, awards and social media links.

Your leaflet copy should boldly feature a single call to action. Wether you wish to drive phone calls, online clicks, or in-store traffic volume, your communication piece/leaflet should feature a CTA that drives immediate response. For example: "Call Today & Save 20%", "Order Online and Receive a Free Gift", "Buy in-store to Get 25€ off - This week only!"

Once you have a rough draft of your sales copy in place, read it out loud. Does it make sense? Is the message clear and simple? Does it catch your attention and push you towards the next step? Once the copy passes the test in your mind, read it out loud to friends or co-workers. Use their reaction and input to further optimize your message

Now that you have a fine-tuned message, it's time to trim the fat. Try to eliminate between 25% and 50% of your copy by removing unecessary words, consolidating ideas, and maintaining a "bullet point" approach. Remember, you have a very short window to connect with a direct mail leaflet recipient. Your offer must "pop" and quickly communicate key points and information.