Although the Internet has drastically changed the face of marketing, savvy business owners can still reach prospects and generate sales through direct mail marketing.
Yes, direct mail – that form of marketing everyone else thinks is worthless.
But because I’m sending out 15,000 pieces of direct mail today for a test campaign – I thought I’d share some tips with you.
In many cases, we’re seeing direct mail marketing as more effective than email or banner ad marketing because there is less competition – instead of competing with a hundred other emails or image ads, you only compete with a small stack of bills and junk mail.
It’s not uncommon for our return on investment to exceed 100%… not too shabby.
In order to grab recipients’ attention and compel them to buy from you, though, it is important to craft your direct mail pieces carefully. It doesn’t have to be difficult to create a winning piece that gets attention.
Here are a few tips to get you going:
Ask yourself what you do when you get a piece of marketing in the mail? Toss it to the side? Does it even make it in the house before hitting the trash? Here’s a tip that works every time.
The first goal of direct mail is to get your envelope opened.
So here’s a trick: Hand write the addresses on envelopes.
Most direct mail marketers use printed labels or envelopes with printed addresses when sending direct mail pieces. It might be cheaper and faster, but your pieces will end up being nothing more than junk mail.
Handwritten envelopes spark curiosity because they are unusual.
Could this be a long-lost friend?
Prospects naturally want to know what’s inside.
Less than one in 100 recipients will throw away a hand-addressed letter without opening it. If you want to get the word out about a special offer, a new product, or the grand opening of a new store location, this is the route to take.
If you walk into a meeting and are handed a stack of papers just like everyone else, do you feel special?
Of course not.
Now, if the attendant addressed you by name, and your name was on those papers, you may feel far more important.
That’s what variable printing allows.
You can also use variable printing to insert the prospect’s name, location, and other data into the body of the letter.
This extra step of personalization makes recipients feel more special – and if you can make your customers feel more special, you’re already more than half way to the sale!
Here are some must-do tips for layout. This isn’t the place to mess up – especially now that you have your readers in the envelope and feeling good about your letter:
By using these simple strategies, you can create direct mailers that excite and engage your prospects. As you test and refine your marketing mailers, you can turn a higher percentage of your prospects into satisfied buyers.
In your corner,
P.S. Would you like more advanced tips like these? You can find them in the Predictable Profits Insiders’ Club.
Known as “The Entrepreneur’s Marketing Champion,” Charles Gaudet offers more than just business and marketing advice – he helps entrepreneurs push beyond what is considered “ordinary” to build great companies. His advice has appeared in worldwide media such as Business, Inc. and Business Insider. He’s a popular speaker, business coach and author of THE PREDICTABLE PROFITS PLAYBOOK: The Entrepreneur's Guide to Dominating Any Market and Staying on Top Follow him at: Twitter | Google + | Facebook
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