Direct response copy has some important rules and formulas.

One of the formulas is the 5 “U’s”.

The 5 “U’s” are a simple code for creating copy that is compelling, interesting and effective. Consider what your 5 “U’s” will be before you write your copy.

The 5 “U’s” are:

#1: Unusual approach. Every day, your prospects see dozens, if not hundreds of messages in their postal mail, email, Facebook feeds, in pre-roll videos and more. If you want to get noticed, do something different. Try a powerful headline that speaks directly to your target. Highlight an unusual, but strong offer. Or provide a guarantee that stands out from the rest.

#2: Urgent feel. Unless you can convince your customers to take immediate action, you’re at risk of losing them forever. To convey a sense of urgency, give the product or service you’re offering a limited window of time in which to buy. Also, be sure to offer valid reasons for the urgency, not just an arbitrary deadline.

#3: Useful and valuable information. Your landing page, email, Facebook ads, pre-roll commercials or direct mail letters should include some intrinsic value. Offering real value to your audience will greatly increase response.

#4: Unique Selling Proposition (USP). What makes you special? Why should a customer buy from you instead of your competitor? How is your offer better than anything else on the market? Your USP differentiates you in such a way as to make you the most compelling choice for your customers.

#5: Ultra-specific and details. Test after test proves it…specifics outsell generalities every time. Use specific numbers (tests show that odd numbers do better than even). Provide facts supported by percentages. Use names of authoritative figures when appropriate. Avoid vague copy and provide details that sell.

Direct mail in an online world is a fundamental part of a multichannel campaign. If you’d like to take a look at the newsalog or talk to us about doing a multichannel campaign or direct mail campaign, or both, give me a call me at 615- 933-4647 or email Craig at [email protected]

Incidentally, I use four formulas as guides for award winning copy.

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