How Can I Make Direct Mailing Work?
Before you even contemplate starting to put together a mailer, think about what you want to achieve. There are a variety of different mailers:
1. Direct Sale or Prospective Mailers (Mailers which attempt to make an immediate sale).
2. Lead-Generating (Mailers which attempt to create interest and contact on the prospects part).
3. Endorsements (Via 3rd parties in Host/Parasite deals).
4. Database Marketing (Mailing to your own customers - newsletter, updates, etc).
Once youve decided what type of mailer you want to send out, think about who you want to send it to - are you approaching the right demographic? Your list of addresses should be compiled with logical thought as to whether they would want your product, or have shown interest in a similar product in another market. But how do you find these addresses? Simply, you can either sit down with your phone book and go through the names, or you can turn to list brokers, people who specialise in compiling lists sorted into specific groups based on their buying and responses to other marketing contact. With these people, you can avoid wasting time and money on people with no interest in your mailer.
Although brokered lists will cost you, their superiority over just leafing through a phone book makes them worth the investment. Now you know what youre doing and who youre sending out your mailer to - theres one final, and major part of the process to think about, the mailer itself. Remember, a mailer is a sales-pitch in an envelope, and you should expect it to be just as effective as a face-to-face visit. But this will only come through ensuring that you give your prospect everything they need. The foundations of any mailer are:
- The Envelope - Dont just think of the envelope as a way to send your mailer out. This is the first part of the mailer your prospect will see, so you need to ensure that A) Your mailer is noticeable, and B) Wont be dismissed as just another piece of junk mail. Thus, you need to think about the size, colour, material, even whether or not to use a stamp or a meter to send them out. Everything matters when putting the envelope together. Also, dont be afraid to use teaser text, despite any thoughts you may have of it always being part of junk mail. Used well, teaser copy can work for you.
- The Prompter - Typically the first thing the prospect will see when they open up the mailer, the Prompter should be a short thank you to the prospect and encourage them to read on.
- The Pitch - Commonly in the form of a letter, the pitch is, well, the pitch. It should put across in clear terms what youre offering, what benefits it has, what you expect of them, etc. Make it engaging and easy to read - complicated terms can leave a reader confused and unwilling to accept your offer.
- The Brochure - If the pitch is the meat of your mailer, the brochure is the sauce. The brochure should compliment the pitch, reiterate what was said and, if possible, go into more detail. The brochure is commonly the most colourful and attractive part of the mailer. Think of it as a Quick Reference guide to your pitch.
- The Order Form - If you want a sale, always, always remember to give them the simplest means of doing so. Include an easy-to-use ordering or reply form with any mailer you send out.
- The Reply Envelope - Theres no point in trying to make the replying process easy if you dont give them a way to send the reply back. A self-adhesive, postage-paid envelope can make the reply process just that little bit more simple and inviting. So, when thinking about your mailer, remember:
- Find the right mailer.
- Find the right people.
- Make the mailer attractive.
- Make the mailer informative.
- Make it easy for the prospect to respond.
Dave Grooms is obsessed with solving business problems. He views your business problem as a personal challenge to his genius. Thats why he always finds a profitable solution.
Visit his web site http://www.hma-solutions.co.uk for more information on how you can increase your profit by 100% in just 90 days.
Dave would love to speak at your next business event and will get your guest fired up with his great money making techniques.
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