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How to Write Original Copy For Direct Mail Brochures

Updated on July 26, 2014
The Direct Mail Brochure In The Form Of A Questionnaire
The Direct Mail Brochure In The Form Of A Questionnaire | Source

The Idea for the Brochure

Originality and interactivity are the keys to writing great brochure copy. This means the idea for the mailing should be original and the pack should carry an involvement device. The idea for this particular direct mail package written for Hindustan Lever's Astral soap revolves around a woman's lifestyle.

The target audience is the type of woman who enjoys reading women's magazines such as Cosmopolitan. Chances are that she enjoys trying out the quizzes that regularly appear in the magazine. She is invited to discover whether she is the Astral Woman via a quiz.

Direct Mail Brochure

Are You the Astral Woman?

Answer the questions for each personality type as honestly as possible. If you have said yes to more than seven questions, your personality corresponds to that type. It might happen that you agree with five out of one type and five of another. In which case, you're influenced by both these personality types.

The Madonna

  • You often have prophetic dreams and can sometimes tell when something terrible is about to happen.
  • You are religious.
  • You firmly believe that the world of the future will be a better place to live in.
  • You are not materialistic.
  • Your favourite fragrances come from trees, grass, the scent of earth just rained upon.
  • You are a social worker or often give to charity.
  • You feel best when you are helping people.
  • You have fixed ideas about faith that no one can change.
  • You paint or write and adore music. Creativity is important to you.
  • You like dressing with style.
  • When a friend needs you, you go out of your way to comfort her.
  • Your children/close friends are very free with you on intimate matters.
  • If you're working, you're torn between priorities at work and at home.
  • You are quick to forgive and forget.
  • The most important thing in your life is your child/close friend.
  • You always wanted to have children.
  • You take time to accept that your children have grown up and are ready to fall in love.
  • You are an excellent cook. Your favourite fragrances are apple pie, freshly baked bread, and the smell of clean, crisp sheets.
  • You find home-making a challenge.
  • You never let the process of childbirth frighten you.
  • You are impulsive.
  • You are sensual.
  • You spend a lot of time making yourself look good. You like heady, strong scents.
  • You like to look good for your man – both in private and in public.
  • You are aware of how attractive you are to men and proud of it.
  • Your love relationship is very important to you.
  • You like parties, clubs, races – in short, you have fun.
  • You tend to play down your intellectuality especially when you are with men.
  • You feel you can get anything you want from a man.
  • You feel most women are jealous of you.
  • You are a born achiever whether it's a career or a hobby.
  • If you want to, you can be a successful career woman and a great mother.
  • You never waste time. You always make good use of it.
  • You are idealistic, sensual and imaginative.
  • You cultivate spiritual values.
  • You have your own philosophy that you live by.
  • You read a lot, but in a discriminating manner. Knowledge is precious to you.
  • You dress with style but never loud. You take good care of your skin, body and hair. You like to smell good all the time.
  • You are confident and know exactly what you want and what you're capable of.
  • You have a special aura that makes women envy you; heads turn when you walk down the street.

The Mother

  • When a friend needs you, you go out of your way to comfort her.
  • Your children/close friends are very free with you on intimate matters.
  • If you're working, you're torn between priorities at work and at home.
  • You are quick to forgive and forget.
  • The most important thing in your life is your child/close friend.
  • You always wanted to have children.
  • You take time to accept that your children have grown up and are ready to fall in love.
  • You are an excellent cook. Your favourite fragrances are apple pie, freshly baked bread, and the smell of clean, crisp sheets.
  • You find home-making a challenge.
  • You never let the process of childbirth frighten you.

The Enchantress

  • You are impulsive.
  • You are sensual.
  • You spend a lot of time making yourself look good. You like heady, strong scents.
  • You like to look good for your man – both in private and in public.
  • You are aware of how attractive you are to men and proud of it.
  • Your love relationship is very important to you.
  • You like parties, clubs, races – in short, you have fun.
  • You tend to play down your intellectuality especially when you are with men.
  • You feel you can get anything you want from a man.
  • You feel most women are jealous of you.

The Astral Woman

  • You are a born achiever whether it's a career or a hobby.
  • If you want to, you can be a successful career woman and a great mother.
  • You never waste time. You always make good use of it.
  • You are idealistic, sensual and imaginative.
  • You cultivate spiritual values.
  • You have your own philosophy that you live by.
  • You read a lot, but in a discriminating manner. Knowledge is precious to you.
  • You dress with style but never loud. You take good care of your skin, body and hair. You like to smell good all the time.
  • You are confident and know exactly what you want and what you're capable of.
  • You have a special aura that makes women envy you; heads turn when you walk down the street.

Important Note for the Astral Woman

Whether you're Madonna, Mother or Enchantress, you can still share the Astral Woman's sensational experience. She has a special aura about her which makes heads turn. The secret of her success is feeling good about herself, her body, her looks. She is the kind of woman who indulges herself with the luxurious soap, Astral. Try Astral. Its very special soap, created to make you feel special.

Then send me your opinion and get your personal set of stationery and a chance to win the Grand Palace-on-Wheels Prize. Send me your opinion before 5th March 1990 in a special form I've enclosed for you –Just give us your opinion about Astral and win the Grand Palace-on-Wheels Prize.

Astral Direct Mail
Astral Direct Mail | Source

Write Original Copy and Involve Your Reader

This example shows copywriters how to get the reader involved by making her do something. In this case it's answering the Astral Woman quiz created expressly for this exercise. Another factor that makes this mailing original is that it is written woman to woman - not written just by any woman from the client's side, but by the Astral Woman herself. It revolves around an original idea inspired by the reader's lifestyle.

Writing Direct Mail Is An Art Close To David Ogilvy's Heart
Writing Direct Mail Is An Art Close To David Ogilvy's Heart | Source

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