Direct mail marketing is used to reach a very specific, desired audience. Despite the advent of social media and inbound marketing strategies, direct mail marketing remains a key component of a successful marketing campaign, according to a study conducted by Marketing Sherpa.
Direct mail marketing is only effective when written to attract the reader’s attention. Without a potentially interested client, your marketing efforts are likely to be fruitless.
However, there are several proven ways to help maximize your results.
Purchase a mailing list that fits the demographic you want to reach, and then write copy tailored to the needs of the potential client.
If you want to market your brand of aviation goggles to aviation enthusiasts and general pilots, and then target further to reach pilots over the age of 35 in Florida with an income of $100,000 or more, there’s a comprehensive list for that. Mailing lists for nearly every imaginable demographic exist. They can be pricey, but priceless.
Create an eye-catching headline that creates a good first impression. A boring headline will not attract your potential client. David Ogilvey, the “Father of Advertising” describes the headline as the most important element in most ads, and should be considered the “telegram” which prompts your audience to read the body copy.
Find a visual that illustrates your headline. Use a stock photo, product shot or clip art graphic that lends credibility and meaning to your message. According to Don Bly of “The Copywriter’s Handbook,” you have just 5 seconds to get your reader’s attention.
Begin your sales letter with a personal touch, even though you may be sending out 5,000 letters. Keep your tone personal and write in the first person. Use “I” and “you” to capture the best characteristics of a personal, individually written letter. Write in conversational style, using short, snappy sentences, advises Bly.
State your offer, which comprises the product or service you have for sale, and the price or cost of your product. Write about how your product or service can benefit the client; don’t write about your needs or sales goals. Identify the reader’s problem, and why they need your help.
Ask for an immediate response or action from your potential client. Include a reply form, your website address and other contact information to increase the response to your mailings. The easier you make it for your client to receive more information about your product or services or to reach you, the better your chances of making a sale.