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| 25 Ways To Make Your Next Direct Mail Campaign Work |
By:
Tyrell MacGregor |
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| This list contains 25 powerful strategies to improve your direct mail results. It would be wise to use this as a checklist to ensure you’ve included as many as possible in your advertising. Any one of these strategies could measurably boost your response. How many of these are you using?Have a strong, powerful headline that promises a benefit.Offer a strong guarantee or warranty.Put a dollar value on free offers. Example: “$500 off Your New Deck!”.Have a strong call to action – “Call now”.Offer free information – a consumer guide, free report, design guide, etc.Include your address.Include a toll-free number.For a large ad, use a coupon. Give the coupon a headline that affirms positive action. Example: “Yes, I’d like to cut my energy costs by 50% or more.”Give the reader multiple response options – call, fax, mail, email.Use graphics that make the ad easy to read.Include your web site address.For a smaller ad, put a coupon border around the entire ad.Give compelling, specific reasons why your company is the right choice, superior, etc.Offer a free audio tape, video, catalogue, etc.Include an eavesdrop line – recorded testimonials that clients can hear on tape or a voice line.Have a strong offer. Bright line rule: the better the offer, the better the response.Include your personal or company “story”.Include your photo with a photo caption – people like to see who’s “talking” to them to see if they look friendly and trustworthy. Smile!Avoid “me-me-me, we-we-we” speak. Be YOU oriented. Example: “we do top quality work” changes to “you get first-class workmanship”.Each feature has a benefit. Example: Change “we’ve been in business for 10 years” to “our 10 years of experience means your project will be done right, the first time”.Change terminology to create more value. Example: “free estimate” becomes “Free project feasibility study”. Explain the difference.Include a deadline or expire date for your offer.Limited supply: create urgency by having a finite number of appointments per week, free gifts, free info, etc.Make your phone number large, bold, and easy to read.Placement – place your ad where it will be seen and read.Don’t be afraid to invest a few bucks in your next direct mail campaign. When done properly direct mail provides an impressive return on investment.Tyrell MacGregor is Managing Director of FootBridge Media, a Referral Marketing Company that specializes in client newsletter templates and home improvement marketing solutions for home improvement contractors. Visit them at http://www.footbridgemedia.com |
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