If you operate a business using mailing lists, consumer mailing lists, opportunity seeker mailing lists or MLM mailing lists to target Opportunity Seekers, Business Opportunity Seekers, MLM Opportunity Seekers and Home Based Business Opportunity Seekers, you can benefit from reading this article.
DIRECT MAIL THAT WORKS
Direct mail is the medium most closely associated with direct marketing. In fact, it is one of the key forms of communication used by business today. This is because it provides the opportunity to send a personalized message to an individual or business, and to gauge the response.
The applications of direct mail are many and varied. It can be used to generate leads or sales, deliver information, conduct surveys, and to add value to your brand or product. Here are some practical direct-mail ideas that are quick and easy to introduce.
Planning direct mail
Before you begin writing your direct-mail piece, you should always establish your objectives. It’s important that you customize your message for your target audience. The aim of your campaign might be to find new customers, win back old ones or let existing customers know about an important opportunity. It’s vital to identify of your target audience and plan the acquisition of your mailing list. Will you use your existing database or should you rent a database.
The timing of your mail piece is important too. It may not be the best timing, for instance, to send it while there is another campaign running. If you have a special offer or competition, remember to include a deadline. It creates a sense of urgency and speeds up responses.
You need to think about the essential components of the mail pack, such as the outer envelope, letter, brochure, response device and the reply-paid envelope. When you start designing the mail pack, bear in mind that people need to be able to trust you. You cannot personally explain the benefits or entice them to buy, so the mail pack must do that for you. It is your “paper salesperson”.
The first thing your prospect or customer will see is the envelope, so don’t forget to sell on the outside. If you want to engage the reader, ask them a question such as “Can you afford to miss this opportunity?” If you don’t get them inside the envelope, you have no chance. Be creative, but remember that simplicity is the key. Inexpensive options can work just as well, or even better, than expensive ones.
Abraham Lincoln was once asked: “How long should a man’s legs be?” His reply was: “Long enough to reach the ground.” So how long should a letter be? Long enough to get a response. People don’t really read letters, they scan them. If it starts off interestingly, they will read further. To capture your reader’s attention, you should use bold introductions for attention.
Consider using the AIDA concept, a simple formula for writing successful direct-mail letters:
A - get attention
I - arouse interest
D - create desire
A - ask for action
You must grab the reader’s attention with your first words. In most cases, it is the bold area that will draw their eyes to the letter. You need to write something that they want to read. For example: “You deserve a holiday to Hawaii”.
Next you need to build interest. Once the benefit or statement has attracted the reader’s attention you need to expand on it. For example: “Why don’t you treat yourself to a long weekend? Recharge your body and mind and go back to work feeling refreshed.”
Now that you have generated interest, you need to build desire. Support your statements with proof and endorsements. Tell the reader what’s in it for them. Make them want to pack their bags today. “Imagine yourself relaxing by the oasis pool, sipping on a long tropical special while an expert masseur adds years of life to your feet”. You’ve got me!
For the last part of your successful letter you need a call to action. The reader should be told how to respond. Make it easy for them to understand, give them a reason to respond now. For example: “You can experience this by calling xxxx or by returning your details using the enclosed envelope.”
A second call to action in a postscript can also be effective. For example: “PS – But be quick, offer ends February 15th”. The PS is often read first and can entice the reader to return to the top of the letter.
A brochure is not essential but it can be very useful if it does something that your letter does not or cannot. It generally explores features and benefits by presenting images, photographs, charts and illustrations. It is ideal for time-conscious readers who may briefly scan to determine if there is anything of interest. But it can also carry the detail. Keep the brochure attractive, but simple, in both design and content.
You usually won’t get an order unless you ask for it. Developing the right response device to enable customers to respond is critical and will determine the success of your campaign.
Making sure your response device is practical and user-friendly will increase your response rate. Restate the offer: “Yes, I would like a room for two”. There are a number of response mechanisms, including phone, fax, reply-paid or the Internet. People like options, so give your campaign the response rate it deserves and provide your customers with as many options as you can. So now you’ve got an attractive offer, a compelling letter, a dazzling brochure and a dynamic response device all enclosed in an enticing envelope. All that remains is how to deliver your message.
Finally, make sure you are ready to cope with the influx of calls from customers responding to your direct-mail pack. Once you follow the AIDA formula, you may Hawaii.
Consider implementing these tips if you operate a business using mailing lists, consumer mailing lists, opportunity seeker mailing lists or MLM mailing lists to target Opportunity Seekers, Business Opportunity Seekers, MLM Opportunity Seekers and Home Based Business Opportunity Seekers and want to make more money than you are currently making.
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