Sure, it’s a high tech, internet world. But don’t kid yourself….direct mail, properly focused and developed, still makes the phone ring.
So let’s get right 6 ways to do direct mail, and do it well.It almost doesn't matter what business you are in, direct mail properly executed works. Sometimes it may not be very economical if you sell a low priced item, but a well crafted letter can get a prospect to take action.
1. Do Your Research. Unless you’re selling guided tours of the Titanic, direct mail doesn’t exist in a vacuum. You have competition, and people buy from them. Find out why, how they do it, and in the process you’ll discover how to do it better.
2. Create an Offer. Direct mail without an offer is, by definition, not direct mail…it is, rather, information sent through the mail. So whether you’re offering free merchandise, a 10-day no-risk trial period, greater charisma, or fewer calories, make and offer, and make sure it’s something your customers and prospects want.
3. Start with a Great Headline. It’s said that 80% of all consumer-targeted direct mail gets opened. Do you believe that? Neither do I. That’s why your outside envelope or front side of your postcard needs a simple-to-understand, high impact headline that immediately grabs the interest of your prospects…otherwise “plop”, right in the garbage.
4. Develop a Prospect’s Interest. Great headlines can’t do all the work. So once you have someone’s attention and have gotten them inside the envelope, other side of the postcard, etc., get right to the point to demonstrate the value of your offer in terms that appeal directly to the self-interest of your target prospects.
5. Include Testimonials. People expect you to say great things about yourself, your products and your services. But when someone else delivers the praise, it’s far more believable, especially when the testimonials are genuine and come across that way.
6. Give Prospects at Least Two Means to Respond. No matter how frustrating this might seem to you, some people will NEVER pick up the phone in response to a direct mail offer…even if it is for a tour of the Titanic. First, they might not believe you, and almost always, they don’t want to succumb to a hard-sell pitch. For those who want to sample your wares at arm’s length, provide a postage-paid reply card and/or give them access to your web site…and watch the response rates climb to the heavens!
Six isn’t the magic number…just a good start. Contact us today if you’d like more information on how to make direct mail work for you.
Phone: 860-282-2268
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