Direct
Mail:
Want to have
'em lining up to buy from you?
Then follow
these 10 new, helpful Direct Marketing tips ...
Now, we can learn the secrets that the big
boys know ... and use then for your direct mail success!
1. Make 'em an offer they can't
refuse ...
It's the oldest trick in the book ... and, it's all about
"the offer". Use a discount, a FREE gift ... maybe
a rebate. Give them more than they counted on. Make it big.
Put it in the headline.
Remember to put an expiration date on it
... or put a limit on the quantity available ... Time and
time again ... your prospects will respond to your offer
if there are some limitations ...
2. Emphasize "benefits"
-- not "features" ...
"Features" are pretty much just statements of
fact. And "benefits" answer the question: "So
what?"
For example ...
A "7-horsepower engine" in a
snow-blower is a "feature" ... but when you answer
the question "so what?" ... you get the "benefit"
... "that's enough horsepower to clear ten inches of
snow from 40-feet of sidewalk in just 20 minutes."
Sometimes,
your benefit statement is so important -- you may decide to
use it in your headline instead of an offer.
"Dana is a genius when it
comes to producing direct mail that sells. As a team,
he and Doug have been the top mailing service in the
Northwest for ages. Dana has done my marketing campaigns
for more than 20 years. I wouldn't think of using anyone
else."
Thom Curtis, PhD
Hagoth Publishing
3. Use a P.S.
Yup, that little post script afterthought at the
end of a letter is often read first ... so, that makes it
a good place to reiterate the offer or main benefit.
4.
This time, it's personal ...
Don't waste time, effort and money sending out a piece that
says ... "Dear Friends ..." Chances are, if you
don't know their name, they won't be considering you a friend.
Turn each piece into a personalized mailing.
Use new technology that can turn your mailing into a targeted
note directed to an actual "named" project.
5.
Drip. Drip. Drip.
No
doubt about it. The most effective advertising you'll do will
be the constant sending of direct mail to your customers and
prospects. It's like water dripping on stone. Over time, the
water has it's way.
6.
Tell 'em what you want them to do ...
Want them to call? Give them you phone number. Want them to
mail back a card? Be sure and put one in the mailing packet.
Want them to visit you website, be sure and give them your
web address.
For direct mail, we often suggest you include
a direct response card because research indicates they increase
response rates.
7.
Start a "club" ...
This is one of our "secrets" ... let's say you own
a clothing store. We don't want to refer to those on our mailing
list as "customers".
Instead, they are members of our "ABC Clothing President's
Club".
They get a membership card that entitles
them to special discounts
and offers. As a club member, they become very interested
in your success."
"I've been using
Doug as my mailer for years. His company gets the mail
out on-time. They are ethical and hard-working. In a
nutshell, I would recommend them highly."
John Rottle
Rottle's Department Store
8. Add a free gift ...
It doesn't have to be big. Consider a pen or a magnet. Adding
those items to the envelope may make it a little heavier
... and lead to greater response.
9.
Use the change up ...
If you've always sent a 4" x 6" postcard, test a
6" x 9" one and see if it out-produces your standard
results. Change it up and test the results.
10. Timing is everything ...
Make certain your direct mail ties in with the
season. This simple step can dramatically increase your
response rates.
Contact
us today for more information and price quotes.
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