When to Use Endnotes on a DM Letter
Should you ever use endnotes (footnotes that come at the bottom of the page or the end of the letter) when writing a direct-mail piece? Yes. In two ways.
For your prospect: Use endnotes in the letter to give your claims visual credibility.
You might, for example, use endnotes to reference medical journals that published studies substantiating your claims about the benefits of a particular ingredient in your client’s weight-loss product. Your prospect is not likely to chase down the references. But the endnotes show that you have reputable sources you’re happy to share with him.
When using endnotes for this purpose, average no more than one per page and no more than 10 in the entire letter.
For your client: Include endnotes that cite your sources. It makes fact-checking your specific claims much easier.
You can do this instead of – or in addition to – endnotes intended for your prospect. If the endnotes are solely for your client’s use, indicate that they should be removed before the final formatting of the letter. If you want some of the endnotes to be kept in the final letter, make it clear which ones those are.
Access endnotes in Microsoft Word in the "Insert" menu by clicking on "Footnotes." Then, in the window that opens, click the "Endnote" button.
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