I have observed most every company that I work with dislikes direct mail campaigns as advertising projects.
I’ve even observed it with marketing managers and marketing communications (MarCom) folks. When you go online you find a bunch of forums where people say “no-no” to using direct mail advertising. Claims that it doesn’t work … there’s no ROI, are often due to the offer, not the medium.
Well, that’s full incorrect. Direct mail advertising is an approach that has been around for hundreds of years and can still work today much like it always performs.
One basic trouble (call it an issue) most entrepreneurs have when they send out a direct mail piece is that it’s just one more flyer or item of mail that all of us get daily. Nothing much added to a pitch to make it stand out.
Advertising and marketing … whatever from … is everything about resembling no other … grabbing interest. This is especially true with direct-mail advertising pieces.
Direct Mail Advertising
There are 3 actions to having successful Direct Mail Marketing Campaigns.
Initially, they should open up the piece of mail. There are several means to get this to occur. Don’t just send your normal envelope. Try several sized envelopes, test several colors, try using lumpy mail (small item inside, makes the envelope have a lump).
One means I use to get an individual to open the mail is to have the return address from an individual they know.
When you have a completely satisfied client, begin talking with them about exactly what professional and trade associations they belong to like Chamber of Commerce, trade associations, and so on … everybody belongs of something.
Then, ask if you would send a message to this group in their name. You write up the direct mail advertising item and enable them to check out it. If they desire anything altered, then transform it. The piece will discuss your company and also what you did for that customer as well as just how much they liked your solution.
Exactly what this does is assure the receiver will open the letter … 100 % assured. You surpassed a critical step among direct-mail advertising projects.
Pointer two is getting them to open and read it. In your daily direct mail, the trick is your headline.
In the recommendation above, it’s ensured they are going to think about it too. But if you try a different technique for direct mail … you need to get their attention with the first line in the direct mail item. You want them to read the rest of the letter.
Step three would be for them to take the activity that you tell them to do in the letter (you far better have a phone call to activity). So, if you want them to call you, claim CALL ME at the bottom.
For a reliable direct-mail advertising project, you have to send more after that first piece. A standard direct mail rule is Weeks 1, 3, 7, drawing from the day of the first response.
Sending one piece of direct mail is not doing the job. Repeat the message.
You could raise your opportunity of this taking place by testing and refining your copy. Your letter has points that time will show you can change and improve your offer copy.
Don’t think everybody is your target client. Find the areas that would have your ideal client positioned. See where companies and organizations cluster and will respond to your direct mail. An example is the Washington, DC area and associations. Many people prefer to work with local experts in direct mail.
Direct mail is not dead in anyway.
Direct Mail Lists
Bethesda List Center has always obtained its most significant clients with direct mail.
I have added new clients in under 60 days with direct mail alone. Some are organizations that just seemed impossible to identify a decision-maker. That is the power of direct mail lists and marketing with them.
No matter what you market, you need to be innovative … that’s what advertising is. Buy mailing lists by zip code or other demographics. Keep your direct mail advertising cost down by using a professional broker. Stand out from everybody else, use direct mail and reap the success for your direct mail campaigns.
