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Everyone's using AI for marketing copy these days. ChatGPT, Claude, whatever tool fits your workflow. The question isn't whether AI can produce decent content. The question is how to use it to deliver the most value.

Does this challenge sound familiar? How do you personalize direct mail at the scale customers expect without a massive marketing budget or sophisticated data infrastructure? The answer? Look at what your email is already telling you.

Most marketers approach direct mail the same way: Think about the list, nail the messaging, get the design right. Done, right? Not quite. There's actually a step that comes before all of that. It's the one that determines whether your campaign works or falls flat.

You're staring at a blank page, tasked with creating sales brochure copy from scratch. What should you include? How do you make it compelling without being a trained writer? The good news? Effective brochure writing follows straightforward principles anyone can apply.