This direct mail letter for a criminal defense attorney was designed to be mailed to folks as soon as cases against them were filed.
The idea here was to play off the single, greatest emotion that the reader would be feeling: FEAR. Fear of the unknown. Fear of jail. Fear of what a conviction might mean in the future.
The letter sets up the attorney as a friend, an advocate, a non-judgemental purveyor of information who only wants to help.
Click the image below to read the letter.
Oh, by the way, here's something that most copywriters and direct mail letter writers won't tell you: I later learned that this letter did not pull much of a response. Why? Both my client and I believe it was because we failed to consider that the target reader in this attorney's neck of the woods might only have attained a high school diploma. This letter, on the other hand, was written to a more sophisticated reader, and likely would have worked well in a different market.
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Renae Gregoire is a content mentor and clarity expert changing the world one outstanding leader at a time. The coaches, consultants, and experts she works with have big visions for creating transformational change--if only they could create that content! Her work typically involves a blend of strategy and wordsmithing, with a heavy focus on the reader's perspective. Renae is also the creator of the Blog Post Inspiration Deck, the Blog Your Brilliance online program, and the Content Coaching Club.