Direct Mail Rules of Thumb

First and foremost - You should identify your target market. Target your direct marketing lists. Identify who you are selling to, and why they should buy from you instead of your competition. Keep in mind that placing your offer in front of 100 targeted response leads that have shown an interest or have a history of using your product or service can be much more effective than marketing to 1000 non pre-qualified leads.

Find an angle: Attract attention with your mail piece, grab your prospects interest, and hook them in with your offer. The goal is to offer the sales prospects something so irresistible that he or she will immediately want it. Some companies will hook new clients in with an offer close to cost with hopes of retaining the clients in the future.

Your message: Choose a benefit with enough appeal to play on impulse buyers emotions. Know why people buy and identify their want or need. What problem are you going to solve? What "want" will you fulfill? Make sure that your direct mail creative is appealing, start at the stamp and go from there.

Prove it to them: Explain how your service, or your product will perform, and fulfill the prospects wants or needs.

Make it easy to buy: If you want them to place an order make it as easy to make a purchase or gather more information as possible. If you want folks to call you, get a Toll-Free number, if you want to generate a lead, create an easy to fill out form on your website. You may want to include a business reply card with your direct mail piece.

Motivate your prospects take action: Use coupons and other time sensitive limited-term sale offers to create a feel of urgency, promotional techniques like coupons with expiration in bold will highly increase your response rate.

Best Regards,

Brian E. Knapp
Capital Media Services Inc
http://www.ResponseMaker.com
PH: 919-329-2504 ext 102

In The News:


Raising Funds For Your Nonprofit Using An Annual Direct Mail Program

A good annual direct mail solicitation program can produce unrestrictive... Read More

Brochures - The Ultimate Sales Tool

"How brochures can help you stand out from the competition,... Read More

Just What Are Consumers Thinking?

Research would indicate that consumers don't know what they're thinking.... Read More

Where To Call For Free Advertising And Free Business Advice

Believe it or not, there are plenty of opportunities out... Read More

The TV Shoot, The Spoiled Brat, And A Painful Lesson

It was two days before our shoot. I was in... Read More

The Benefits of Specific Advertising

The great Claude Hopkins (Author of Scientific Advertising) once said,... Read More

Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract

Advertisers that are beginning to focus on the young Hispanic... Read More

Heard A Good Radio Ad Lately? Neither Have We

To many ad agencies, radio is considered advertising's ugly stepchild.... Read More

Media Savvy - How To Manage Your Time To Gain The Best Media Coverage

Did you know generating positive media coverage is four times... Read More

Cross Cultural Advertising

"Culture is a like dropping an Alka-seltzer into a glass... Read More

Print Your Marketing Postcards For A Penny, Address Them For Free, and Automate the Whole Process

This article will show you how to cut your printing... Read More

How To Write Really Good Ads

All sales begin with some form of advertising. To build... Read More

Online Classifieds

Choosing a Classified Website and creating your advertisements.The internet has... Read More

Print Advertising: Knowing What To Put In Your Ads

So you've decided to run a print ad in your... Read More

15 Tips for Better Yellow Page Ads

Yellow Pages advertising is one of the most popular forms... Read More

9 Tips for Better Billboards

It is a given that billboard advertising "outdoor" is not... Read More

Getting the Most Out of Your Networking Group

Here is my personal list of things to do at... Read More

Advertising Primer for Fast Learners

Advertising, when done well is a very effective way to... Read More

How To Make Your Resource Box Sell

Ezine Articles - they're everywhere!And little wonder. They're one of... Read More

Fax Broadcast Services Get Your Message to Millions

If your company is one of those innovative businesses that... Read More

Increase Business By Being Nice

I have been reading articles on increasing sales using search... Read More

Why Your Ads Aren?t Working

The president of a manufacturing company recently asked me, "Why... Read More

How to Breathe New Life into Your Advertising Campaign

If you haven't made many sales or perhaps none at... Read More

Double the Effectiveness of Your Company Brochure

Let's face it - most brochures go straight into the... Read More

Electronic Score Boards

Wide range of electronic Key venues around the globe has... Read More