May 2017

May 18, 2017

To define a benefit, ask yourself “So What?” Read the article below to find the answer.

We are excited to continue a series of articles that we’re sure you will find informative.  Here is the fourth of twelve.  If you missed the previous articles, please visit our website at and click on the Newsletter tab.


The 12 Most Common Direct Mail Mistakes… And How To Avoid Them


Mistake No. 4: Features vs Benefits.
Perhaps the oldest and most widely embraced rule for writing direct-mail copy is, “Stress benefits, not features.” But in business-to-business marketing, that doesn’t always hold true.
In certain situations, features must be given equal (if not top) billing over benefits. For example, if you’ve ever advertised semiconductors, you know that design engineers are hungry for specs. They want hard data on drain-source, voltage, power dissipation, input capacitance, and rise-and-fall time…not broad advertising claims about how the product helps save time and money or improves performance.
In the same way, I suspect that doctors are swayed more by hard medical data than by advertising claims, and that industrial chemists are eager to learn about complex formulations that the average advertising writer might reject as “too technical.”
In short, the copywriter’s real challenge is to find out what the customer wants to know about your product—and then tell him in your mailing. Robert Bly
If you would like more information after reading this article, please visit our website and use the Contact Us tab or just give us a call at 619-593-9121 X114

Note from Cindy: Direct mail is a powerful and dynamic marketing tool. It provides you the opportunity to continually improve and hone its effectiveness through your design, your message, your offers and your targeting. Even if you refine your campaign with just a few of our monthly tips with each mailing, you should see measurable results.


Click For Current Specials

Mail Management Group, Inc.

409 Vernon Way
El Cajon, CA 92020

Phone: 619-593-9121
Fax: 619-593-1193

“Holiday” Calendar to Use for Fun Promotions

Woman-Owned Business

Sign Up for our Quick Tip of the Month emails
Contact Us for any of our services
  • Free Consultation for New Customers
  • Special Discount for First-Time Customers
  • Special Pricing for Non-Profit Organizations
  • We are HIPAA Compliant


The Chamber of San Diego & East CountySouthern California Postal Customer CouncilsBetter Business BureauPrinting Industries Association of San Diego, Inc.Mail Systems Management AssociationSD DirectSD Direct

/* Script to fix video */ Skip to content