| Direct marketing copywriters and advertising | | | | something else, especially if they're only marginally |
| copywriters who depend on the written word to sell | | | | interested in your offer in the first place. |
| their clients' products or services, take heed. An ERSI | | | | Titles in marketing brochures are especially in need of |
| study conducted by the International Adult Literacy | | | | this kind of treatment. A title sets the tone for the |
| Survey (IALS) has shown that aa many as 55% of | | | | piece and mentally prepares the reader for what's to |
| adults in Ireland are below Level 3 literacy, the | | | | come. If a title is confusing or irrelevant then the |
| minimal level of literacy "necessary for the demands | | | | reader may be bewildered when reading the |
| of modern society". This means that the majority of | | | | marketing offer, wondering what exactly they are |
| people in Ireland may be unable to read direct | | | | reading and how the product/service on offer relates |
| marketing text that is in any way complex or not laid | | | | to them. |
| out in a clear, straightforward manner. This doesn't | | | | Wonderfully clever, pun-filled titles, so loved by |
| just mean that they may not get all the subtleties | | | | marketing copywriters in Ireland, may be great for |
| and complex details of written direct marketing | | | | the readers who actually get it but for the rest it's |
| promotional material and communications like these, | | | | just another source of frustration. Keep your direct |
| this means that they may not understand direct | | | | marketing message in Ireland simple and keep it loud, |
| marketing offers at all! | | | | that way everybody knows what you are saying |
| Of those surveyed, 25% are at what is called Level 1 | | | | and your message has the widest reach. |
| literacy. This means very low literacy skills, where | | | | Literacy skills are not just about reading prose |
| even short, simple instructions can't be understood | | | | however; many people in Ireland have difficulty |
| easily. Another 30% of people are at Level 2. At this | | | | reading more technical information such as forms, |
| level they can follow step by step instructions and | | | | diagrams and tables. Others have difficulties with |
| basic prose but anything more complicated gives | | | | basic numeracy skills such as adding figures or |
| them difficulty. These are the people who adopted | | | | understanding percentages. |
| just enough literacy skills to get them through day to | | | | Finally, relevance is also a key to people |
| day life but could have difficulty with complex | | | | understanding your direct marketing offer. The |
| sentences or text and writing styles that they are | | | | average Irish reader assumes that all information |
| not used to, including direct marketing buzz words | | | | provided to them in a direct marketing offer is |
| and jargon. | | | | important. Going off on a tangent into another |
| It's important to understand that people in these | | | | unrelated or unimportant topic for a short while is |
| groups are certainly not stupid; a variety of reasons | | | | likely to cause great problems. People reading it will |
| could be behind their poor reading ability. Often it can | | | | wonder how this connects with what they have read |
| be as simple as bad eyesight or hearing difficulties. In | | | | previously and are liable to become confused as to |
| other cases it could be due to sporadic school | | | | what you are trying to sell them. |
| attendance or a lack of money for textbooks and | | | | This applies not only to text but to diagrams and |
| materials. Whatever the reason people in this | | | | pictures in direct marketing material too: if it's not |
| category are the majority in Ireland so direct | | | | connected with the promotional message you are |
| marketing copywriters better take their needs into | | | | trying to give people then it should not be there! It |
| account when writing! | | | | may look very nice and add wonderfully to the feel |
| So what can be done? How can a direct marketing | | | | of the page but if you're trying to talk about |
| copywriter ensure that their words can be | | | | healthcare, for example, and you use a picture of a |
| understood by the widest possible audience in | | | | yacht then your marketing message can get lost |
| Ireland? Well really the best thing to keep it simple. | | | | along the way. |
| Short, snappy sentences work best, both to make | | | | For direct marketing offers in Ireland the best advice |
| the direct marketing message clear and to keep | | | | is to keep your message simple and keep it to the |
| people interested. This is not only relevant to people | | | | point. Short words, short sentences and short |
| at lower literacy levels but for everyone in Ireland. | | | | paragraphs work best; and remember: if it's not |
| Long drawn-out sentences can bore the average | | | | adding something to the reader's understanding of |
| direct mail reader, even if they understand what | | | | your offer then there's a very good chance it's |
| you're saying, and might make them skip on to | | | | taking something away. |