Why does mailing copy like this work?

by Oziboomer

Posted: 9 years ago 9 replies

COPY WRITING

I'm on a mailing list for a proactive fishing tackle business and they have consistently been mailing a similar package every two months now for at least the last 8 years.

They change it up with different topics but the formula is always very similar.

Every event drags in the fans and the new business and the business continues to grow against an onslaught of online shopping options.

Please share your thoughts as to why the mailing works.

The envelope and enclosed flyer are shown below for you to study, refer to and comment on.

Enjoy...

The envelope:

The outside of the brochure:

The inside of the brochure:

#copy #direct mail swipe #mailing #work

RickDuris

9 years ago

It's profitable for a couple reasons:

1. What a retail business wants is warm bodies in their store. This does the trick.

2. If prospects have an interest, a meaningful percentage will often buy "something" while they're in there. Even if it's just an impulse buy.

3. One of the reasons the mailing works are the door prizes. If you do seminars these days, door prizes are a must.

4. My favorite part is the speaker.

Assuming the speaking is passionate about their topic, they don't even have to be good at sales. He just says nonchalantly, "I caught this 50-pound halibut with 8.5' Ugly Stick and an Abul 6500 C3 reel with 25 lb. mono."

The tackle shop better have those in stock.

PS: This is great work.

PPS: A few years ago, I thought about opening a tackle shop. I wanted to name it MasterBaiters.

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angiecolee 9 years ago

Originally Posted by RickDuris

PPS: A few years ago, I thought about opening a tackle shop. I wanted to name it MasterBaiters.

*high fives*
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ewenmack 9 years ago

Originally Posted by RickDuris

PPS: A few years ago, I thought about opening a tackle shop. I wanted to name it MasterBaiters.

You've missed out Rick, the name has been taken,
as seen here...
https://www.google.co.nz/search?q=ma...w=1024&bih=719

Best,
Doctor E. Vile
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- RickDuris 9 years ago
  
  Originally Posted by ewenmack
  
  You've missed out Rick, the name has been taken,
  as seen here...
  https://www.google.co.nz/search?q=ma...w=1024&bih=719
  
  Best,
  Doctor E. Vile
  
  The name wasn't trademarked when I thought of it. I remember it now, because it was a funny idea at the time.
  
  I was thinking of building it out like Bass Pro shops, except with girls dressed in fish net stockings.
  
  Oh, well. Isn't the first time I had an idea and someone else ran with it.
  
  Thanks
  
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sethczerepak

9 years ago

Originally Posted by RickDuris

PS: This is great work.

PPS: A few years ago, I thought about opening a tackle shop. I wanted to name it MasterBaiters.

Or...Tackleshop/Other kind of store. I bet that would do great in Tampa. We've got the world's largest concentration of Adult Stores AND some of the best fishing spots in the state.

PS: "Fishing" as in, for real fish...get your minds out of the gutter.

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Cam Connor

9 years ago

Aside from the reasons mentioned above, I think the reason its successful is a pretty simple one:

They know what their audience wants, and they hit 'em with it, hard.

For example, they know the "Topics" that their audience want to learn about, and rather than talk about the merits of the speaker for 20 minutes (who no one's probably heard of anyways) they say, "He's a renowned fisherman... and here are all the things he's going to teach you that you want to know about..."

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Oziboomer

9 years ago

Originally Posted by Cam Connor

They don't need to say much about the speaker because he is one of those that is always on television here and there on the lifestyle shows or during the weather segment in the news talking about what is going on fishing wise.

Another component that would not necessarily be recognised is the timing of their mailings.

In October there is a run of one of the species mentioned in the brochure and many people make a pilgrimage to Fraser Island where these bigger fish congregate to breed.

The photo they use with all the people on the beach is typical of that period.

Each of their mailings is always about the particular type of fishing that is "just around the corner"

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splitTest

9 years ago

Originally Posted by Oziboomer

They don't need to say much about the speaker because he is one of those that is always on television here and there on the lifestyle shows or during the weather segment in the news talking about what is going on fishing wise....

Each of their mailings is always about the particular type of fishing that is "just around the corner"

Well, that helps!

That's probably a big part of why it works... Why'd you leave that out of the original post?

Originally Posted by Cam Connor

They know what their audience wants, and they hit 'em with it, hard.

^ This is also true. Harks to the fact that the magic is mostly in the list/audience (and knowing where they are in the buying process) rather than in fancy copywriting...

This is an interesting case to dissect though... O.P. -- how would you improve the piece?

Though obviously if it ain't broke don't fix it -- a few thoughts for the sake of discussion:

outside left panel: "Door prize" would mention what the prize is, right in the header... (Something like "Door Prize -- Gary Howard Performance Fishing Rod", to catch the eye and make the piece more scannable...)

outside middle panel ("join the Jones tackle email out..."): Could be handled better from a graphical standpoint... Seems to waste a lot of space with that big block reverse-type lettering... Probably could also do more selling with more specificity re: the discounts, tutorials, etc.

inside left panel: Would play up the tv "celebrity" status of the speaker, and the fact that the fish are in season as mentioned above... Could make room for that by replacing some of the redundant copy that's right above "Speaker: Gary Howard". (Redundant because it's repeated in the next panel, under "Topics"...)

inside middle panel: Would replace the subhead ("Topics") with something that hawks a benefit (without getting too wordy)... Maybe something that hints at how the topics are perfect for the season...

Also might use some promotion to try to get the regulars to bring a friend... Might also add a driving map & make the address more prominent...

Anyway, just talkin' copy...

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Oziboomer

9 years ago

Originally Posted by splitTest

Well, that helps!

That's probably a big part of why it works... Why'd you leave that out of the original post?

This is an interesting case to dissect though... O.P. -- how would you improve the piece?

I didn't include the timing of the mailing as I wanted some discussion about copy and what was going on there.

For an improvement maybe add some personalization.

They could have used a handwritten font rather than a label on the envelope and personalized the invitation with my name and potentially given me a personalized entry form to be used on the night.

They did enclose another offer...

here it is...