Direct mail works
It's clear: direct mail allows you to reach more of your customers
with lower cost than other means. You can measure the results of every
mailing you send out, just by tracking the inquiries or traffic that come
from the mailing. You'll get a better 'feel' for what works and
what doesn't for your business, and you can make adjustments to your offers. Making future
mailings more effective and more profitable.
Direct mail can help any kind of business grow
If you can put together the essence of you product and services in a few
paragraphs, you can build your business with direct mail. You can drive
traffic to your store, find clients for a service, get people excited about
a new product, even make your existing customers more loyal - all through
direct mail. Are you a professional? Regular advertisements which include
developments in your field will keep you top-of-mind with your customers.
And it reminds them that you are a leader.
Mail often
Most professional marketers say all mailing programs take time to build
momentum. Which is why you want to mail regularly and mail often. The more
you mail to people who can use your products and services, the more top of
mind you become. If you're currently mailing four times a year, test a
increasing to six mailings. It will keep you in front of customers more
often, and has a better chance of breaking down resistance.
Response is all about the offer
To professional mailers it's the oldest trick there is: a quality discount,
or better yet free! So powerful is a good offer that most often it
appears as the largest element in Capitol Color Mail ads. And, make sure the
offer has an expiration date. Time and again, it's been proven that people
respond better to an offer if there is a limit on the amount of time they
have to do so.
Emphasize benefits, not features
Benefits are how the product or service improves your life. The
5-horsepower engine in a snowblower is a feature. Enough horsepower to
blow 10 inches of snow from 35 feet of sidewalk in 15 minutes is a benefit.
Do you have an important, valuable benefit? Put it in the headline.
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