Whatever you decide as the goal for your campaign, you need to turn your aspiration into language your market will understand and respond to.
- Research or analyse your existing customers to try and identify what made them buy, or what common features they share.
- Make a list of the features of your offering, and turn each one into a benefit that will appeal to the target audience.
- Look at your competitors, sign up to their databases and see what they mail to you.
- Avoid negative language in your mailing. Use key buzz phrases, but don’t overuse them.
