The direct-mail piece you create delivers your message and offer to your list of highly targeted marketing leads. Although it is the last ingredient, it should be given careful consideration.
The package represents who and what you are. Make the direct-mail package consistent with what you’re selling. If you are selling quality, your mail piece needs to reflect that quality (you may want to use your letterhead). If you are offering a professional service, your mail piece should look professional. If you offer a colorful, visual product, include a vivid photo or examples.
The successful mail piece should achieve two objectives:
- Identify a need
- Show how you can fill that need
Create the best direct-mail offer:
Once you identify your market and build a mailing list, the next critical ingredient is your offer. All forms of direct mail include some type of offer. To determine the most effective offer, ask yourself, “What do I want to accomplish?” More customers and increased sales are probably the overall objective. Your offer must be strong enough to make your audience respond.
Making an offer doesn’t mean you are giving up your profit. Keep in mind that if your offer is strong enough to bring in a new customer, this one offer has resulted in another customer who most likely will bring you more customers. Remember, an offer doesn’t have to be perceived as valuable, but it does need to be perceived as needed. What do your customers need? What would make a prospective customer pick up the phone or walk into your business? What sets you apart from your competitors? When it comes to your customer, you are the authority.
Next steps: Build your mailing lists
