Or looking for better marketing?
Take a long, hard look at Direct Marketing. It’s not just direct mail. In fact, the fundamental and techniques of direct marketing are ideal for many businesses. Here are three must have components that belong in every marketing advertisement.
1. When you look at any direct marketing mail, do you look for compelling copy?
You should not assume your marketing copy is compelling. Just because people think they are good writers, what do they know about compelling direct marketing copy? Ask for sample campaigns were they created the copy.
2. Does the design of the direct marketing mail entice you to look closer?
Design is a critical component of direct marketing. Without a clever design, accentuating the copy, does anyone ever look at direct mail? Check your mailbox and look for something clever or intriguing that makes you turn back to reading the copy.
3. Maybe it’s the offer that grabs your attention when you look at direct marketing or mail?
The heart of any direct marketing mail piece will always be an offer. What is an “offer”? Some people mistakenly assume that it’s a discount. It can be, but it could be any number of other things as well.
Very simply, an offer is the “terms of the deal.” It is you saying, “Here’s what you can get. And here’s what you have to do or pay to get it.” It’s the combination of several elements that make up the “deal.” You always have an offer in your marketing campaign, don’t you?
Now take a look at the promotional and marketing advertisements in the other communication channels you look toward for purchases. Does the sender use any of the three direct marketing techniques to persuade your interaction? If so, how?
Please bear in mind not everyone is like you. But a small percentage of the consumers you are trying to reach, think like you. When you decide to use direct marketing, adhering to the three components of good direct marketing will get the receivers attention. Like when a fisherman sets his bait when the fish begins to nibble on the baiy – the hook in this case is the offer.
It’s always a good idea to test. For example, depending on how the segmented audience is grouped, there may be a different offer for each segment. To learn more about testing and customer profiles, read “As any small biz marketing nerd knows…”
For a beginners guide on Direct Marketing, request our FREE white paper ($99.00 value); “The Right Notes in your Direct Marketing and Mail…” All we ask for is your name and email address. The paper is immediately sent.
Thanks for reading and please share with others – except your competition! It is truly appreciated.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.