According to Denny Hatch (Direct Mail Expert); below is a list of the most evocative words in the English language:

NEW, YOU, SAVE, DISCOVERY

MONEY, FREE, LOVE, SAFETY

GUARANTEE, HEALTH, RESULTS

PROVEN

You have approximately 5-seconds to convince a person to read your mail piece.  No matter which key copy driver you choose, you still need to put that message into the words that will make your customers want to read your mail piece.  Use these 3 important tips (from Pat Friesen – award winning copywriter) to make your direct mail speak to your customers.

Short Words: 75-80% of your words should be five characters or less.

Short Sentences: Sentences should be one-and-a-half lines or less.

Short Paragraphs: Paragraphs should rarely exceed 6 lines.

Use these basic direct marketing practices and watch your direct mail campaigns come to life!