In our last post we discussed “The Follow-Up to the Follow-Up!” And it may seem a little backwards to talk about “Direct Mail” after we discussed following up but we wanted to prepare you for what you need to do.
Direct mail is one of the best ways to reach your customers and prospects. Yes I know that everyone wants to use email because it is fast and free but studies have shown over and over that the vast majority of people actually still prefer regular, old-fashioned mail.
No matter how much money you have or don’t have, how much market savvy you possess or
don’t possess, direct mail is one of the best ways to go. It’s like having hundreds of salespeople at your disposal. You can get inside of someone’s business without having to get past the gatekeeper, security guards, etc. These wonderful little salespeople are welcomed in every morning without buying donuts and coffee, flowers, pizza or anything!
You can make your pitch, get your point across, save your prospects money, create buzz and so much more; with a happy salesperson that today still only costs around $1.00 and never takes a day off – you can’t beat this!
In order to make “Direct Mail” more effective please keep in mind that you need to think through the copy and how it should be laid out. Don’t go into this with an “anything will do” attitude because it won’t. Writing effective copy is an art and science all of its own. Always have a headline at the top of the letter. The headline becomes the ad for your ad. What does this mean?
Always think of this from your customers and prospects point of view. You only have about 3 seconds to grab their attention; this is where the headline comes in. If you grab their attention with the headline, they are more apt to continue reading so make sure you spend some time on the headline.
The copy is just as important because this is where you are going to make your pitch as to why they should do what you are asking them to do so think this through. Remember, most people open their mail over the trash can so make sure you are compelling and engaging in your letter.
Direct mail is so important because it is like having hundreds or even thousands of salespeople at your fingertips at a very low cost. Now that we have slightly touched on “Direct Mail” we hope that you can see the importance of our last post “The Follow-Up to the Follow-Up.”
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Until our next post – we wish you all success!