The Silent Killer of Mail Order Businesses
Here’s a hard truth most entrepreneurs don’t realize until it’s too late:
It’s not your product that decides whether you succeed.
It’s not even your market.
The silent killer of most mail order businesses is the ad itself.
Think about it. Your ad is the only salesperson most prospects will ever meet. If it doesn’t grab attention, spark interest, and close the sale — you’re finished before you start.
That’s why copywriting isn’t some side skill. It’s survival.
And yet, most ads flop because they break the same rules over and over again: too vague, too clever, too focused on the wrong things.
In this guide, we’ll break down the 10 do’s and don’ts of writing mail order ads that actually make money — and give you practical rules you can apply to your next campaign.
The Do’s: What Works in Profitable Ads
1. Do start with a magnetic headline
Your headline is the gatekeeper. If it doesn’t stop the reader, nothing else matters.
Great headlines create a quick mental movie: a problem solved, a desire fulfilled, a better life waiting.
Example:
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Weak: “Lose Weight Now.”
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Strong: “Finally, Drop 15 Pounds Without Giving Up Pizza.”
Reality check: If you don’t catch their eye, you’ll never reach their wallet.
2. Do write to one person
The biggest mistake new copywriters make is writing to a crowd. But ads don’t speak to crowds — they whisper to individuals.
Imagine sitting across from your prospect at the kitchen table. That’s the tone you want: personal, direct, conversational.
Use “you” as often as possible. Make the reader feel like you’re talking only to them.
Takeaway: Ads that feel personal get personal responses.
3. Do stress benefits, not features
Nobody buys a drill because they want a drill. They buy a drill because they want a hole.
Your prospect doesn’t care how long it took you to write the book or design the service. They care about what it does for them: less stress, more time, better results.
Features explain what a product is. Benefits explain why it matters. Always lead with the benefit.
Takeaway: Sell the sizzle, not the steak.
4. Do keep it simple and clear
The moment your reader gets confused, they’re gone.
Keep sentences short. Avoid jargon. Spell out exactly what they get, how they’ll benefit, and how to order.
If you need to be clever, be clever in service of clarity — never at its expense.
Takeaway: Confusion kills sales.
5. Do study the competition
Copywriting is a learned skill. And the fastest way to learn is to study ads that already work.
Clip ads from magazines, direct mail, and online campaigns. Re-write them from a different angle. Practice until persuasion feels natural.
Don’t copy word-for-word — that’s theft. Instead, analyze patterns: headlines that hook, benefits that pop, structures that guide readers to a decision.
Takeaway: Great copywriters are also great collectors.
The Don’ts: Mistakes That Kill Response Rates
1. Don’t exaggerate or lie
Nothing destroys trust faster than empty promises.
If you claim your course makes people millionaires in a week — and it doesn’t — you won’t just get refunds. You’ll get angry customers, complaints, and regulators on your back.
Reality: Trust is your most valuable currency. Once it’s gone, it’s gone.
2. Don’t try to be clever or cute
This is where many ads die.
Clever wordplay might get a laugh, but it rarely gets a sale. Humor, puns, or insider jokes distract from the one thing that matters: persuading your reader to act.
Reality: Clarity beats cleverness every time.
3. Don’t drown readers in details
Prospects don’t care how many years you spent developing the product. They don’t care about your research budget or your credentials.
They care about the transformation. Will their life be easier, richer, happier after buying? That’s what you must emphasize.
Reality: Benefits beat backstory.
4. Don’t sound like a stadium speech
Picture the difference between a politician on stage and a neighbor leaning over the fence.
Which one would you buy from?
Ads that sound like mass speeches feel impersonal. Ads that sound like one-on-one conversations build trust.
Reality: The best ads feel like private chats, not public lectures.
5. Don’t ignore timing
Even the best ad can flop if delivered at the wrong moment.
For direct mail, avoid Mondays — prospects are swamped at the start of the week. Drop mail on Sundays, Mondays, or Tuesdays instead. And avoid summer months when half your audience is on vacation.
Reality: Timing can double or halve your response rate.
Practical Ad Sizing Rules
Here’s a quick framework for matching ad size to product price:
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Under $3 → Classified ad.
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$5 product → One-inch display ad.
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$10 product → Quarter to half-page ad.
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$15–$20 product → Full page.
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$50+ product → Four-page letter with brochure, order form, and reply envelope.
Rule of thumb: The higher the price, the more copy you need.
Why? Because the more expensive the product, the more trust and persuasion it takes to justify the purchase.
Final Word
Let’s recap.
The Do’s:
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Headlines that hook.
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Write to one person.
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Benefits over features.
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Clarity over cleverness.
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Study what works.
The Don’ts:
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Don’t exaggerate.
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Don’t get cute.
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Don’t overshare backstory.
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Don’t write like a politician.
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Don’t ignore timing.
Now, here’s the challenge:
Pull up the last ad you wrote. Which of these rules did you break?
Rewrite it today using these principles. Test it tomorrow. Then watch your response rate climb.
Because remember — your ad isn’t just words on a page. It’s your only salesperson.
Make it work for you.