Like most things in business, direct mail letter writing is frustrating and difficult until you know how. The good news is that you don’t need innate talent, but you do need passion.

Learn from two great letter writers:

Jane Austin said “Express yourself on paper as if you were in conversation with your friend.”

Mark Twain said “Write only about things that your correspondent has an interest in.”

And for even more practical advice you can follow these top tips:

• Start with a single-minded, benefit-led headline that grabs their attention. Ideally it should state that you could solve their problem or fulfil their need
• Focus on making the letter 100% relevant to the needs and wants of a particular audience
• Understand how to structure your letter so it’s more likely to persuade
• If you can, use a case study to tell the story. People will listen to stories from beginning to end
• If you’re stuck, use these example direct mail letters for inspiration
• Never use financial jargon. Instead, include some of the most powerful words in marketing
• Edit, edit, edit. The best writers revise and edit their work many times over several days
• Include a P.S. It’s the second most read part of the letter (after the headline)
• Finally once you think you’re happy with it, read it aloud. It’s a great way to check that the argument flows and that you’re striking the right tone.

If your letter is sent to the right person, on the right subject, at the right time, and appeals to their self-interest, it will work. If you’d still prefer to employ a copywriter here’s how to find a good one.