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 pros-
pects 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. He has done my marketing campaigns for more than 20 years. I wouldn't think of using anyone else."

Thom Curtis, PhD
Hagoth Publishing, Hilo , Hawaii

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 its 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."

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.

 

Let us know if we can help you, contact us today:

(425) 355-1415

Glen@LuminaPhotography.com