Some say the era of direct marketing is over, but those are some who are missing out on the big slice of the cake that direct marketing provides.
Slowly the market is coming to realise, again, something that some of us have never forgotten – direct marketing is one of the best ways to communicate with your list of clients.
I mean, what is the first people do when they return home? Open the letterbox, rummage through the contents and see what the has come in the post that day!
Even the big players are finding that direct mail is one of the best mediums for advertising – For example Myer will this year spend more on direct marketing to its Myer One customers than all of its other advertising put together…
Now that’s saying something!
So this week I’m still ranting about my 17 Point Checklist to getting your client’s and prospect’s attention… This is the same checklist that I myself use before I send out any direct mailing material.
Every business owner hates wasting money on advertising that just doesn’t work. By this I mean advertising that just doesn’t bring in the customers to justify the initial expense. Because of this, many get jaded and start to think that anything more than a minimal budget for marketing is a waste of money – and who can blame them… You might as well be flushing the dollars down the loo!
But what if you could guarantee a profit of at least a few times the return on investment, every single time you market?
I mean, what if I said to you, “Every time you give me $100, I’ll give you $500 back.” Would you do it? Of course you would!
Everyone likes to know that their money is well spent, and will get the return they’re hoping for. And this is why I’m stressing this topic so much – because THIS is what marketing is all about… Getting your marketing material, noticed, read, and ACTED ON!
That’s why I’m giving you these 17 Tips. I know they work, and will likely get the same results for you as they have to me. But only if you’re sensible enough to put your opinions and ego aside, and listen to what I have to say.
So what’s next?
Definitely an important part of any direct mail campaign – possibly THE most important part, is to…
GET YOUR LETTER OPENED!!
No matter what you send to people, they’re not going to see it unless they actually take the time out of their busy day to sit down, open it, and actually read it.
Now this is where the tricky part comes in – you need to realise and appreciate the fact that people are BUSY. Unless you grab their attention and make them sit up and pay attention to what you have to say, then your letter is going in the rubbish with the rest of the clutter they get each and every day… along with your money.
And who can blame them? With jobs, family, TV, sports, music… any myriad of things to do everyday, why SHOULD they share their limited time with you?
So what you absolutely must do, is forget all the boring old marketing you’re used to doing… Getting peoples’ attention these days is going to take a bit of IMAGINATION – remember that?
Some of us may have lost this as we got older. If that’s you, find the nearest kid and get them to help you!
Think of something that is going to intrigue and interest your prospect enough that they’re going to be dying to know what’s inside… Can’t wait to get inside, throw everything else aside and rip open your letter to know what you’ve got in store for them…
Wouldn’t that be lovely?
But here’s the thing – it’s not as hard as you may think!
All it requires is a bit of creativity. Have a bit of fun, think of different ways to inspire and intrigue… Here I’ll think of some for you so you can get what I mean…
– Lumpy, or 3-Dimensional Mail: Put something chunky inside your letter to make people wonder what it is… This could be a teabag (get comfy and make a cup of tea while I tell you about…), a playing card (don’t gamble with your…!), or some glitter (I’ve once had my staff do this one, only to end up with a sparkling office! Bit messy, but a lot of fun!).
Heck, I’ve even once received a mango on my doorstop from one company who promised me “a sweet deal…” Now that sure got my attention!
– Teaser Copy: Write something intriguing on the outside of the envelope, so they’re going to want to know what’s inside. A favourite of mine that I used lately was “You’ve already won!” Wouldn’t you want to know what you won??
– A Live Stamp: Mail houses give you the option to use a real stamp, instead of just a postmark. When coupled with handwritten font for their address, this gives the look of a “real letter”, and not marketing material – so they’ll be inclined to open and see what’s inside.
Sure, getting the live stamp put on and sent out takes a little extra time and investment, but you’ll find more people will actually be opening your letter, which means more people will be seeing your offer and more will be wanting to do business with you!
So have a bit of fun and make people laugh – find ways to get their attention and you’ll see your profits skyrocket!
And remember that the most important thing you DO NOT want to forget – is to TEST the results! Find out what works best for your target market, and stick with it.
Next week I’ll be talking about one of my favourite topics – your HEADLINE.
So until then, have fun!
All the Best,
Committed to Elevating the Financial Wealth and Wellbeing of Society
Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism
P.S. If you’ve missed any of my previous Rants, I have them all available for you to see on my website.
Simply go to www.rebelliousrant.com and enjoy!