The 3 Fundamentals of Direct Mail
Every direct mail marketing piece must be strong in the following three basic areas…
1) The offer- You must “stop traffic” with your offer! Go over the top with free bonuses and gifts! Don’t say, “I don’t think I can give that much away,” be brave. A very simple way to create over the top offers is to put a dollar value on everything you do anyway with a new customer. If you always do a “free estimate” or a “free consultation” put a price tag on it this way people feel as though what they are getting is worth something!
2)The copy- Make sure you speak to the person reading the piece. Know your potential client. Understand their pains, fears, problems, and the benefits they are seeking. Copywriting is a learned skill and you basically have two options. Take the time and pay the price to get good or higher a pro and take a short cut!
3) The list- Everything can be in place, good offer and good copy but if your list is not good your direct mail efforts will not stand up! Think of it as a three legged stool! If one leg falls off the stool goes down! Carefully select your list based on your current clients!