In direct mail, design matters. Paper matters. Format matters. But let’s be honest: The words are what ultimately move people to act. You can have the most beautiful self-mailer ever printed. Luxe paper. Perfect color. Gorgeous imagery. But if the message doesn’t spark curiosity, urgency, or value, it becomes just another piece of mail.
The right keywords can turn a quick glance into a read. A read into interest. And interest into response. Over the years, I’ve seen campaigns succeed (and fail) based on copy choices alone. The difference often comes down to a few simple words placed in the right spot. Let’s talk about the ones that consistently work and where to use them.
Why Words Matter More in Print
Unlike digital ads that disappear in seconds, mail gets handled. It gets turned over. Set on a counter. Revisited later. That gives you a unique advantage of more time and attention. But it also means every word has to pull its weight.
Direct mail readers don’t scan the way they do online. They look for signals:
- Is this relevant?
- Is there value here?
- Should I open this?
- Is this worth keeping?
Keywords answer those questions instantly.
Categories of High-Response Keywords
Instead of thinking in terms of clever phrases, think in terms of psychological triggers. The strongest direct mail copy taps into urgency, value, curiosity, trust, and ease.
Read the rest of this story on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
