Direct Mail Ideas

How do you create a person that wants to talk to you?  Why do I use the word create?  Because let’s face it, no one wants to talk to us.  They don’t want to hear about our great investment or service.  They are suspicious of us and our motives.  Caveat emptor.

 

So we actually have to take someone that is skeptical and help them towards wanting to talk to you.  How?

You don’t send direct mail to get it opened (though that is helpful).  You don’t even send it to get read (though that too is necessary).  You send it to get a response.  

 

So how can we increase the probability of response?

 

This week I would like to talk about a great way to get prospects and clients to respond to your direct mail.

 

It really is just another way of making it look different from junk mail.  Junk mail is sent to the masses and for the most part has a message that would work just as well one time of the year as another or one part of the country as another.  It is TOO general!

 

To get the biggest bang for your marketing buck you must:

So how do we utilize this much cheaper form of mailing while avoiding the hazard of having 90% of it thrown out as junk mail, by the recipient, without even a glance at it?

 

You have to make your direct mail offer jump out of the junk mail pile and into the curiosity pile.  You have to prevent them from throwing it in the garbage without first looking at it.  How do you do that?

 

There are a few ways to make inexpensive mail jump out at your prospects:

What do you need to get a high response to your lead generation and client mailings? It ends up being three things: 

1. A good headline that is addressed right at your target market
2. A good FREE offer
3. Multiple mailings

I’ve discussed headlines before, but if I get some feedback that you would like me to discuss it again, I’ll be happy to. But for now let’s focus on the last two items. 

I received 197 marketing messages before I stepped out of the car to walk into work.  How many of you would have guessed that many messages in the first couple of hours of the day?  There's only one way to cut through that kind of noise...

The Hoard “2 cent stamp card” was a huge success.  We have had user after user tell us that their phones have been ringing off the hook and that one, two and up to 5 clients or prospects have called them with money to invest!  Which brings up the point, “What is the best type of mailing to send to prospects and clients?”

Prospects have learned to ignore those messages. In order to grab and hold a prospects attention a lead has to be credible.  What is one of the best ways to create credibility?  Through consistency.  Here's how you do it.

We have all experienced the onslaught of junk mail, but is direct mail dead?  Dead?  No.  Ailing?  Maybe.

 

Still according to the Direct Marketing Association, each $1 spent on Direct Mail made on average $11.65.  Now there’s the catch…”on average.”  That means some people’s Direct Mail made them nothing and others made them $30 per $1 dollar spent

 What makes direct mail successful?

A veteran planner had been using direct mail to generate leads for his practice.  He had tried all sorts of offers.  He had expounded on how happy his clients were.  He had tried listing all of the reasons people should work with his firm.  Yet after spending thousands he had barely broke even...until he stumbled on these 3 questions.