I'm still seeing direct mail from DTC companies with messaging that leads with either who they are (e.g. The toothbrush re-imagined) or a discount (e.g. Save $100 off your first order), not the benefit they provide. Just a reminder, leading with the former doesn't give the customer a reason to buy and leading with the latter trains them to expect discounts. Again, I am talking about the main messaging. If a company is pursuing a discounting strategy, it can still have it as, say, a violator on the main image. Lead with benefit. #copywriting #messaging #marketing #marketingcopy #DTC #directmailmarketing #directmail …see more