I’ve written before that DM copywriting, as well as web content, needs to be written to the reader’s self-interest as opposed to touting your client’s (or your own) interests. Your prospects only care about your product/service and the company behind it ONLY to evaluate the marketing message you’ve presented.

If the message doesn’t ring true, if it’s written in a self-serving style, if it doesn’t emotionally resonate with your reader, well … honey, you’ve lost them at the envelope or the message head.

In last week’s DM News, Dean Rieck in his "Creative Checklist" column offered an effective and highly visually way to evaluate your copy. He calls it the "Stop or Go Test":

• Grab a red pen and a green pen.
• Review your copy for all first person words - I, Us, We, Our and circle them in red.
• Then circle the second person words - you and your - in green.
• Review

If your copy is heavy on the red, light on the green — go back and revise. If it’s mostly green, it’s a go.

Great technique, Dean! (Give him a shout-out at DirectCreative and tell him the Copywriting Maven sent you.)

Maven’s Maxim
Ultimately, your reader/visitor/sales prospects only cares about one thing when it comes to your marketing message, "What’s in it for me and how much?" Answer those two questions with enthusiam, specifics, and respect for your reader and you’ve done your job.

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