Experience has proven to me direct mail marketing is one of the most effective ways for any type of small business to bring in fresh business through the door as well as increase sales to its existing customer list.
The problem is business owners tackle it in altogether the wrong way. A productive direct mail advertising campaign is not only a case of delivering some arbitrary letter or card through the mail and expecting it to result in a flood of sales.
Successful direct mail marketing, like all forms of successful and profitable small business advertising is based on keeping to the rules of the game, rules laid down over the last 150 years or so.
They are not rules as in statutes you must follow ?or else?, but rather are suggestions which have been found empirically to give more desirable results (i.e. higher Return on Investment, or ROI).
Sad to say, most direct mail campaigns are produced by people who are simply not up to the job. Typically it?s graphic designers, and even though they may be first-rate at developing elegant things, they are almost never experienced in direct marketing. Your piece could very well seem excellent, but so what if it?s not making you any revenue?
More serious still, it?s fruitless picking an argument with them: despite the presence of masses of evidence to the contrary, I still hear graphic designers telling my customers what I?ve created for them has too much copy and nobody is ever going to read it (which explains why the 22-page sales letter I fairly recently sent out for a client went to 30,000 + people and produced an ROI of 150,000 GBP or more, I assume). Here are a couple of simple ideas I suggest you test in your direct mail marketing, and just see the difference they make.
Rule # 1: Be casual
Big blunder coming up: most direct mail advertising looks like just what it is: mass produced, impersonal sales pitches in a low-priced envelope with a slick logo on the front. This is a really awful idea..
Why? Because it?s obvious even to my dog this is an advertising piece ? and it follows you?re going to try and sell me something, which straight away puts me on the defensive.
Rather than doing this, invest in some proper ?personal? envelopes, get them hand-addressed or make use of a good handwriting font, and then stick on a genuine stamp from the Post Office. Yes, it?s a touch more inconvenience and a tiny bit more expensive, but the additional responses will more than repay your cost.
When it?s truly important to have a return address on it, just add to to the front in the top-left corner, though don?t put your company name (put your own name if you need to) and most definitely leave out the logo.
This is automatically going to mean even more people will in fact open your direct mail advertising pieces. Of course, when they?ve opened it, they?ve got to read it then reply.
Rule # 2: Write from ?me? to ?you ?
This is in direct contrast to the direct mail marketing pieces you receive every day, I ?d put money on it. Most of them have no obvious reason even for existing ? I assume the ninny creating them waxed lyrical about ?brand? or something. But developing your ?brand? doesn?t in and of itself make you money. Brand comes after and is a result of service.
So write your direct mail piece from one individual to another, in informal, friendly terms. And then, make sure you?re discussing one thing, and one thing only.
Aim your whole piece at spotlighting one problem and one problem only, by making a big, bold promise in your headline. Then, in the main part of the piece, tell them you CAN fix it, and then explain to them JUST HOW they can obtain this miracle solution you have. In other words, you need a focused and impossible-to-miss call to action, like ?Ring me on 00000-000000 NOW and set up your free meeting? places are restricted to the first seven callers, so if you?re the 8th caller, you?ll miss out?. Dead easy.
These ideas alone will make a tremendous difference to your results, I guarantee.
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