The advantages of using direct mail to promote your home business or small business are:
Selectivity: The ability to send your advertising only to people and organizations that can use and pay for your product or service.
Flexibility – The freedom to use the simplest or the most elaborate packaging, ranging from a single sheet envelope to a full package, and the flexibility to test all kinds of minor changes to your shipping pieces.
Control – Unlike the random placement of a newspaper ad, your banner ad is self-contained and has room to tell the full story with illustrations, testimonials, and warranties.
Knowledge of the results: By encoding each shipment, you can identify the origin of each order as it arrives. To get the most out of your direct mail, be sure to pay attention to the following:
1. The outer envelope. Most direct mail experts will tell you to put “advance” copy in your envelope to encourage prospects to open it. Envelope copy such as “Look Inside to Learn How to Save Money at the Grocery Store” can be effective. But keep in mind that placing such a copy on the outside of the envelope saves the recipient the trouble of opening the letter.
2. The letter. There are four main ingredients in every successful direct mail letter. The letter should grab attention, clearly explain the benefits to your prospect, address potential objections, and call the reader to action. Long letters generally work better than short letters, especially on high priced items.
3. The brochure. Your brochure should be an extension of your letter. It is a place to tell the story of your product with images and details. Some people will look at the images first and then decide if they should read the rest of the package.
4. A response form. Your package should have a separate response form and response envelope. The form should be easy to use and easy to fill out. Be sure to include your phone number in case the prospect wants to ask a question or place an order over the phone.
5. A reply envelope. Many companies include postpaid envelopes for future orders. Even if you don’t provide postage, the self-addressed return envelope is an essential component of your direct mail package. If a potential customer has to search for an envelope, they may leave it and have second thoughts.
You have a need to increase your profits. Make direct mail campaigns part of your marketing plan.
Copyright 2004 DeFiore Companies