Common-Sense Marketing

Did you know that the vast majority of business direct mail campaigns settle for a mere fraction of the profits they could be making -- anywhere from 50%-500% LESS than they deserve -- because they have no idea they`re making critical, income-reducing mistakes? It`s true...

I know, because every day I open direct mail from businesses of all sizes -- from those with under £1,000,000 turnover to multi-national household names -- who are making the very same mistakes I learned to avoid YEARS ago.

I`d like to share with you my unbeatable formula of inexpensive direct mail strategies that I use to make my clients' campaigns successful every time.

First thing's first. Why invest in direct mail?

Marketing via direct mail has a number of advantages over branding and other less targeted mediums. For example, the ability to test and measure results can reveal the offers, copy and layout that generate the best response rates and sales leads. Here are my guidelines to make sure you avoid some of the most common (and expensive) mistakes.

1. What is the overall objective of the mailer?

What action do you want the reader to take? Is it to get them to contact you simply for information? Do you want them to agree to a demonstration to see your product or service in action?

More focus will create more positive results.

2. Include a lift letter

This is perhaps the number one rule for any enveloped direct mail piece. A lift letter (or covering letter) will dramatically increase the readership of your sales message and can increase response by up to nine times.

3. Utilise the envelope

First impressions really do count. Making an effort to have your outgoing mail look more personal will lead to it being opened first and receiving more attention. A customer is 71% more likely to do business if they receive information in a stamped, white envelope within 48 hours of requesting it.

Teaser copy on the outside of envelopes is particularly effective when your prospects are already aware of your company or you are providing more detailed information.

4. Make it personal

Almost all of the direct mail I receive every day in the post is too formal. Personalise your communication with: a salutation; a signature; a PS. Establish one-on-one communication as early as possible and make the reader feel important, not the victim of a shotgun approach.

Instead of sounding overly familiar, use the first name sparingly and inject other personalised data like the company name and other relevant profile data you've collected.

5. Research your design

Think effective, not creative. Any form of direct mail that simply entertains will not generate the response rate you desire. The "Common-Sense Marketing" guidelines I am sharing here are based on time-tested direct mail techniques and designs that are proven to win new business, time and time again.

Remember, your customers are just like you and I, they have certain triggers that must be pushed in order to grab attention and complete a sale.

One more thing on the design of your direct mail. Increase comprehension by using a readable font such as Times New Roman and avoid large blocks of reversed-out copy.

6. Encourage the reader to act

Include a relevant offer. Offering relevant information – rather than free gifts – will mean that your captured leads are inherently more qualified.

Also, add a sense of urgency and encourage the reader to act NOW. Include a time-specific offer and make sure you advertise your hidden guarantees in your call to action.

7. Understand the importance of relationship marketing

The most effective sales people make multiple attempts to close the sale. Likewise, continuous yet relevant mailings to the same prospect (while testing list performance) is a prudent mailing strategy. Research shows that over 90% of business will give up within four approached to the sales contact. And more than 50% will give up after the first call!