Direct mail marketing is a tricky business these days. You want those potential leads to turn into customers, and to do that, you have to create a sense of urgency. At the same time, creating too much urgency can make you look a bit like Chicken Little. Wondering how to walk that fine line successfully? These tips can help.

First, it's important to note that creating that sense of urgency may only come with the second, third, or fourth draft. When you're creating marketing copy, the first draft is never good enough, so don't expect it to be. Pour your heart and soul into the first draft, but understand that you're going to have to revise it to get what you're looking for.

One of the best ways to make your copy a bit more urgent is to start omitting part of what you've written. You may need to trim much of the first part of what you wrote so that you aren't building up to what you wanted to say. Instead, you're just saying it.

Along with that, make certain that you leave out any of those needless words. With a statement like "The benefits are clear. Buy my product now," you can easily leave out at least four or five words to help create the must-act response. In many cases, those needless words will be adjectives, so don't hesitate to take them out.

You should also move quickly through your copy. Sticking with any given idea for too long will ensure that you lose readers. Remember, with marketing copy, shorter is always going to be better. That applies to sentences as well as entire paragraphs.

You want your potential customers to know acting now is important, and you can do that by infusing that urgent tone into everything you write on your marketing flyers.