Today, St. Patrick's Day, the Irish are on our minds. Specifically, we’re thinking about that pot of gold at the end of the rainbow. Rather than chasing that gold down, why don’t you create your own? With these quick direct mail tips, you won’t need the lucky leprechaun.
Narrow Your Mailing List
Instead of sending your next direct mail campaign to everyone on your list, choose those who have been engaged with your company for a while. These could be leads that have requested more information about your products, customers who have made previous purchases, or prospects that have visited your website or store on multiple occasions. You’ll spend less on your campaign sending the fewer people while also seeing a larger average purchase amount.
Stress the Benefits
If your product has some of the coolest features around, that’s great. Don’t focus too much on those features, though. Instead, tell buyers how they’ll benefit from those features. Target the buyer’s pain and show how your product solves it.
Choose Better Words
Buyer psychology is a strange thing. You can say the same thing in two different ways and only one statement will get a reaction. That’s why you should be careful with your wording. Here’s a few words that spark responses from buyers:
Tell a Story
When you write a letter, tell a story. Whether you tell your story about why you started the company or the story of a customer whose life was changed by your product, the key is just to share. Give your buyers something to connect to. That story will stick with them much longer than the name of your company or the products.
Add a Postscript
It’s a sad fact but true: most recipients will skip the copy of your letter and go straight to the PS at the bottom. Always include a postscript, and be sure to summarize the most important points in the text. Use those power words to hook the buyers, and they might just go back and read the rest of the letter.
We want to help you grow your business through direct mail marketing. We’ll help you put all of these tips and tricks into practice so you can see immediate results. When you’re ready, we’ll be right here to help.