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Informative Articles

Direct Mail Deadlines: How To Use Them Effectively
Giving your prospect a deadline for ordering, particularly when that deadline is a date and not simply a period of days ("Order within the next 30 days"), will outpull mailings with no deadline almost every time. But you need to be cautious about...
Direct Mail Marketing
Using direct mail marketing should be a part of your business, whether it is an offline or online business. Established companies can use their existing client list to use as a base of mail marketing. Alerting your current customers to...
Hook Your Direct Mail Sales Letter Readers With Good Transition Sentences
Anglers in Maine catch trout using dry flies with barbless hooks. Unless they keep tension on the line all the way to the net, they lose the trout. Your sales letters must do the same. But how? One secret to keeping busy business readers hooked is...
How to get prospects to open your direct mail envelopes.
In direct mail, you have a formidable enemy—the wastepaper basket. Your prospects take one look at your mailing envelope and decide if they will open it or fling it into the trash can (or recycling box). One way to persuade them to open your...
In Business-to-Business Direct Mail Sales Letters, Make It Easy To Respond
I have a client who wanted to drive prospective customers to his online store using a business-to-business postcard. Great idea, I thought, and cost effective. He had a terrific product, a compelling offer, and a sound business model....
Manufacturers Shift Marketing Budget Away from Direct Mail in since 2009
In early Q3, TR Cutler, Inc. conducted the largest North American manufacturer survey about anticipated marketing budgets in since 2009. Statistically significant findings indicated that nearly two-thirds (64%) of the manufacturers surveyed anticipate a...
Raising Funds For Your Nonprofit Using An Annual Direct Mail Program
A good annual direct mail solicitation program can produce unrestrictive operating funds for your nonprofit organization year after year. And such an annual direct mail program, if done right, should produce more funding for your organization each...
Real Estate Marketing, Do You Use Direct Mail?
Prospecting for leads is by far the most difficult part of being a Realtor or small business professional. In fact, lead development is by far the most expensive and time consuming aspect of your job. However, you level of success in lead...
Selling to Hi-tech Prospects with Direct Mail.
High technology prospects are different. They don't respond like consumers and they don't respond like other businesses. What works with them is often the opposite of what works with consumers. Here's a primer on how to sell high-tech products to...
Writing direct mail that really, really works
So, you have something you want to sell. It may be a product, a service, or a cause. It could be a membership, a subscription, or a motor car. It might be paper, health products or the idea that the humane society or the Alzheimer’s association is...
 
 
 
7 Secrets to Winning the Direct Mail Game

If you want to find lots of new customers, here's seven things you'll want to be sure to check before you mail the first piece.

1. Look at your direct mail as your recipient will look at it.

This is much easier to say than to do. To create successful direct mail you need to talk with your customer. Find out what's important to the people who buy what you sell.

2. Remember your primary objective - what you want your prospect to do.

As you create your direct mail think "Why am I sending this mail to this prospect at this time?" That is, what do you want the recipient to do when they get your mail? Whatever it is it had better be important. Something significant. It should lead to a positive and profitable end result.

3. Does your Number One benefit hit your prospect right between the eyes?

No matter the product or service, there are always a collection of benefits. Find out why people buy from you. How they use your product. Learn their level of satisfaction. When you do this you'll soon have the #1 benefit clearly identified.

4. Does your direct mail package "flow"?

Make certain your direct mail "flows", so your audience sees it as all together. And, make certain it looks like you.

5. Does your direct mail address the benefits you offer against the NEEDS of the prospect?

First, talk benefits. It's fine to want or dream or desire. But if that's

 


where your prospect stays - you'll never sell them a thing. You must turn the "want" into a NEED. Show how your product or service fulfills the "dream" - which makes it a NEED. If you can show their NEED will be met, you've got a new customer. If not, you don't.

6. Is there a reason to act now?

An offer is mandatory in direct mail. The offer is a reason for your prospect to consider doing business with you - NOW! Offers rarely make the sale. What an offer does is STOP your prospect. Makes them pause. To consider doing business with you. Always have an offer in your direct mail.

7. Is it easy to reply to your Direct Mail - now?

The easier you are to do business with the more likely you are to gain new business. Adopt the philosophy you'll take business anyway you can get it. If you'd rather get it by E-mail ... fine, list your E-address first. Along with your phone, fax, web site and "snail-mail" address. The more convenient you are to reach, the more likely you are to be found ... and to do business with.

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