1. Writing for Results: Using Direct Mail to Communicate Mary-Jane Atwater Atwater Communications

2. Direct Mail Brochures and flyers Newsletters Fundraising letters and packages Membership appeals Ads

3. Direct Mail: A Personal Medium Advantages: – Track results – Target prospects – Customize your mailing – Multiple options: letter, sample, photos, brochures, reply form BUT…..

4. You only have 8 seconds to get the reader’s attention! Key to direct mail success:  Reach the right audience with the right message and right benefits.

5. What We’ll Cover Marketing vs. copywriting Examples: components of direct mail What to do before your write Writing dos and don’ts Fundraising packages

6. Marketer vs. Copywriter Know why you are writing Know to whom you are writing, why they might be interested or care Know what benefits the person you are writing will receive if he/she responds  This is the Marketing Plan

7. For More on This Presentation Contact Mary-Jane Atwater to see this complete presentation or to talk about having Mary-Jane come speak to your staff or colleagues: 703-683-4213.