Last week I wrote a little piece about ten factors that I think we should all consider when writing a direct marketing advert.  If you missed it, there’s a copy at  http://www.blog.hamilton-house.com/2010/08/19/how-to-write-the-perfect-advert/

I’ve had quite a few emails back about this, so I thought it worthwhile going on with my second list of ten points.  (You’ll be pleased to note that then concludes the list – there are only 20 points that seem to me to be worth considering).

And I would stress, as I did before, that it is quite impossible to cater for all these points in one advert.  What I mean, in putting this list together, is that the more of these points you meet, the more likely you are to have success with your advert.

Here’s the list.  As before, it is mostly in the form of questions that you can ask yourself once you have written the advert and you are reviewing it…

11.  Is it personally related to the life or work of the recipient?

12.  Does it leave the reader on a high?

13.  Does it answer the reader’s desire for something?

14.  Does it promise a better life, or better conditions at work?

15.  Does the advert specify an over benefit?

16.  Does it ask the reader an interesting, open, question?

17.  Does the advert include what would seem to the reader to be a good deal?

18.  Does it make the reader feel good about your company?

19.  Does it amuse the reader?

20.  Does it get the reader to think about the issues you raise?

I am dealing with a few of these points on the Creative Direct news group (CreativeDirect-subscribe@yahoogroups.com if you are not a reader of that news group and would like to be), and this list will be going on the HHM blog in due course.

If you would like to talk about the application of these ideas, or if you have an advert and you’d like my view on how it stacks up in relation to these 20 points, do get in touch.  You can email me at Tony@hamilton-house.com or you can call me on 01536 399 013.  No obligation, no cost, just you and me.

Tony Attwood