mail copy is very easy to write. Good direct mail copy,
on the other hand, is plain hard work.
It should convey a clear message clearly. Most of the
words should be just one of two syllables. You should
know what the goal of the mailer is and write all of the
copy with that in mind. You should read your copy aloud
over and over.
And so on. It is very hard.
Off to the left, in the menu, you see several
articles under the "The Copy" section. They are all from
the 1920s. I really like the text called "About Copy."
Although the language is a little dated, the concepts
are all there. The section called "Type Faces" warns
about going "font happy." Also good advice. The next two
sections talk about using pictures and illustrations in
your copy and what paper you should print your copy on.
Click here to read "About Copy"