Sales & Marketing Authority, Bestselling Author & Business Motivational Speaker

A properly designed direct mailing campaign can make or break any business. The trick is to make sure your mailing is designed with a message that will make your readers want to take action – other than dropping your mailer in the waste bin, that is.

I’ve compiled a list of 5 important tips you should keep in mind as you design your first direct mail marketing piece. Incorporating these into your plans will ensure a successful mailing:

5. Personalize Your Message

Your direct mailing advertisement should be more than a simple brochure. It needs to convey a thoughtful message that puts you and your prospect on the same level. Use colorful graphics, colored paper, and even consider hand writing your addresses instead of letting a computer merge and print them. Another way to make your mailing stand out is to use smaller or larger envelopes, anything that is a little bit abnormal without breaking any postal laws or rules. The less like an advertisement your piece looks, the better your chances of it actually being read.

4. Advertise a Benefit

Make your mailing special. Anyone holding your direct mail piece should feel as though he or she is holding onto something that the average person does not have access to. Your mailing might offer a special discount, free product, or even an invitation to a special event.

3. Make it URGENT

The wording and benefit you outline on your direct mail piece should instill a sense of urgency in your reader. Create a deadline after which the discount or special service will either expire or reduce. Deadlines inspire immediate action, resulting in a quicker and higher response ratio.

2. Choose a Target Audience

Don’t waste your time and money trying to reach a large group of people. Spend some time compiling a list of customers and prospects that actually have a need for the services you offer. Start by making a list of your current customers and then expand your list to include their referrals, non-competing businesses, and names you obtain from a targeted mailing list company. A specific list will yield more results than a randomly compiled one.

1. Once is Not Enough

Your mailing needs to go out frequently, not just one time. The average person may not be ready to purchase your product or service the first time you send out a mailing, but that does not mean he doesn’t need what you are offering. Statistics show that the average person needs to make contact with you anywhere from 6 – 12 times before they’ll make a purchase.

You have your work cut out for you, but if you are persistent about getting your message out in the world you’ll soon see results. Direct mail is an incredibly effective way to communicate with potential customers. Design your mailing properly and you’ll be astounded at the outcome!

Sean

Sean McPheat

Telephone 0800 849 6732