Dear <<future customer>> / <<future donor>>,
I hope your last contact with us left you feeling all the feels you want to feel–and none you don’t.
Please consider paying those feels forward by purchasing our <<product>> / <<affiliation>> / <<service>> / <<whatnot>>…
You get the picture, right? Junk mail? Or maybe you don’t.
Truth is, most junk mail gets thrown out unopened, landing in the recycling bin before its myriad literary merits can be appreciated.
Yep, you guessed it. I’m a junk mail writer. And I am not ashamed. (OK, I’m a bit ashamed.) I don’t often talk about my day job here at Rust Belt Girl–I’m a compartmentalizer–but I got my start as a communications and marketing writer creating junk (ahem) direct mail for a large insurance company we will nickname Lizard. In the ensuing years I’ve found my niche in article-writing for universities and health systems. I tell the stories of students, alumni, professors, doctors, patients and donors. But I cut my teeth on junk. So, here they are:
5 things writing junk mail taught me about writing (in descending order for big feels):
5. Formulas are formulas because they work. As a student of creative writing, I eschewed formulaic writing. I ascribed to the whims and meanderings of the muse! In the business world, I learned that, just as no one wants to read a blog post that meanders for 5,000 words, no one wants to read a direct mail solicitation that strays from a tried-and-tested path. And so here we have one five-paragraph formula for direct mail appeals: #1: Lead; #2: Introduction of signer and idea; #3: Exploration of idea and connection to the reader; #4 Ask; #5: Wrap-up and thanks. I dare say we could apply this same formula to blog writing even–with the ask not for money but for time. Stick around my blog; I’ll show you why you should. Which brings me to…
4. Persuasion is an art worth studying. Oh, Aristotle. I’m sure my former English 101 students tired of me fawning over the big guy of persuasion, but I’m still not done. By thinking about Ethos (Greek for “character”); Pathos (Greek for “suffering” or “experience”); and Logos (Greek for “logic”) in our writing, we can convince our audience of just about anything. (OK, not a geocentric universe, sorry Aristotle.)
3. We write to one reader. There is much talk of lists in the direct mail world. Basically if you’ve ever connected with any company or organization anywhere, you’re on a list. (You don’t have to be up on the news–Cambridge Analytica anyone?–to understand that lists of personal data are big business.) However, even if I’m writing to a list of thousands of people, those people are individuals. Likewise, one of the best pieces of advice I’ve received as a newish blogger is to write to one unique reader: you.
2. Go ahead and try funny. I like to think I’m funny. I haven’t quite convinced my kids of this, but that doesn’t deter me. Funny on paper is even tougher. Still, it’s worth a shot. What? You don’t think funny when you think direct mail? Example: I was tasked to write a Valentine’s Day-themed appeal to former insurance customers. How to get the reader who had moved on to a new carrier to open the envelope from their ex-carrier? A “teaser,” basically a catchy lead printed on the envelope. My boss had us copywriters come up with dozens of teasers before we selected one, but this one came to me instantly. (I mean, how different is a former customer from a former lover, right?) Baby, come back. (Ok, maybe it’s not funny funny, but it still makes me chuckle, and if you too now have the 1970s Midnight Special song in your head, you’re welcome!)
1. “Try again. Fail again. Fail better.” Samuel Beckett wrote that, and he knew what was up. I admit it is with some trepidation that I write this post. It might fall on deaf ears; it might bomb. This, after the WordPress editors chose “My Interview with FURNISHING ETERNITY author David Giffels” to appear on WordPress Discover (cue the late, great Sally Field’s “You like me!” Oscar speech). Still, we can’t succeed if we don’t give it a go. As for direct mail, I don’t think I’m spoiling anything if I explain that the letter you receive from the president of your alma mater, your favorite charity, or your car insurance company was written by somebody like me, which makes me a ghostwriter of sorts. And anonymity can be freeing! How much of our writing would be better if we could forget ourselves and concentrate on our reader?
How about it? Have some writing advice to share? I’d love to get your take.
Want more writerly advice? How about literary publishing advice? Book reviews? My handy dandy categories make it easy to find what you’re looking for.
Yours <<truly>> / <<sincerely>> / <<with everlasting gratitude>>,
Rebecca
Rust Belt Girl 
I like this Rebecca. You know, there is a lot of creative writing that does not get the appreciation that it should. I never considered junk mail in that category, but it’s true! It’s a talent!
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Thanks for checking out my post, Penny! You’re right–we writers can be a little snobbish when it comes to defining what’s “creative” and what’s not. I could write a book of lessons I learned from copywriting. Another is brevity, so I’ll stop here!
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I love this post so much! Such good writerly advice. I’m personally working on this one: “How much of our writing would be better if we could forget ourselves and concentrate on our reader?” and I’ll be keeping your words in my head. 🙂
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Thanks, Becca! You’ve certainly got my #2 locked down. I always go to your site when I need a funny fix!
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Great advice Rebecca!
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That’s a great post. I used to work in financial services and there is a template for everything. Tested and tried many times. Junk mail though – 😦 I loathe junk mail, but I appreciate your posts. Good one.
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Templates. Right! One thing that frustrated me about that is it left little room for creativity. I wanted to tell a new story, which is why I’m no longer a copywriter. I know, I loathe junk mail, too–just don’t loathe the messenger! Thanks for stopping by!
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Haha – never. Love all your stuff. 🙂
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Part of my job involves sales, and one of my favorite pieces advice for selling to people interested in our company came from one my former managers. She said, “You have to tell them a story about how this product works for our clients, it just doesn’t have to be yours. Borrow from your coworkers.”
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Excellent advice!
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Good ad copy is as inspired as any writing endeavor … and maybe tougher than some!
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Would writing junk mail fall under copywriting? Or, is it content writing? I’m have never fully understood the difference between the two..great post!
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Thanks for checking out my post! You got me! I feel like content writer is a more current term. My title at the time was direct mail copywriter–but who knows. I was happy when I was writing and not just managing projects through the concept to printer to mail house process. Still am happiest with pen to paper (or fingertips to keys)!
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What a great post! I used to write marketing letters for a finance company too.
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Thanks for checking out my post! At least, we’re good at writing letters–a lost art!
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This must have been an interesting experience, thanks for sharing some lessons.
I’ve recently seen that there’s a new collection if essays coming out on the Rust Belt, I don’t think I would have noticed it if it weren’t for you, I wasn’t familiar with the term.
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I wonder if the essay collection is from Belt Publishing. They do a lot of great on-the-ground journalism and publishing in the Rust Belt. Thanks for stopping by!
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It’s from Picador: https://www.goodreads.com/book/show/34930866-voices-from-the-rust-belt
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Ah, the task of writing direct mail. Great post!
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Ha, thanks! Here’s hoping you’re doing none of this in your new gig!
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I’m so happy we bumped into each other on WordPress – I already love following your blog (and your writing). You have opened up my eyes to another world of writing. You are correct, I’ve never thought about the writers behind junk mail, but now I find it interesting. First, I love that you get to find and write about people and their stories. Inspirational people are one of my favorite subjects to write about. Second, you didn’t fail on this piece after “My Interview with FURNISHING ETERNITY author David Giffels” was featured on WordPress – I loved this post too. Plus, I learned something new. 🙂
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Me too! Blogging is the best, isn’t it? I had no idea when I started how many wonderful connections I’d make–you and your lovely blog are definitely included there. Thank you for following!
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“Baby, come back” is great!
Being funny is all about timing, how can they be conveyed in print?
Difficult but worth it when it goes right!
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Thanks! Ha. My one shining funny moment in junk mail! Timing–yes. On my to-do list is to study humor writing–not at all easy. I appreciate your checking out my post!
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I stumbled upon this article while reading your post linked to the “Place in the World” photo challenge. The title drew me in because I have recently begun to consider launching into the world of writing junk mail, at least for a little while. I appreciate what you had to say. It was well-organized, informative, and delightful. Thank you. 🙂
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Thanks so much for stopping by! I joke about “junk mail” but the world of direct marketing (mostly for annual funds) has been good to me. Best of luck to you!
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Thank you!
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