1. When you write the advertisement, write it from the reader’s (customer’s) perspective. Answer the question, “Why should I do this?” It should clearly state why the customer should take action. The direct mail piece should include benefits and what those benefits mean to the customer. Take out any references to features.
2. Eliminate the phrases “I, we, (and) us.” The words “you and your” are much better, since you are targeting readers and their needs rather than your own.