Direct Mail Marketing...It Still Works

Direct mail marketing is still a great way to get you message in front of someones face real fast so you better make sure that your HEADLINE interupts them so they at least read the card and either go online to check you out, make a call to obtain the offer (don't even think about doing a direct mail marketing campaign, or any type of adverising, without have some kind of offer). Here are some tips to doing direct mail marketing.

Direct Mail Marketing Tip

How to Write a Great Direct Mail Headline

David Ogilvy, known as the "father of advertising," said: "On average, five times as many people read the headlines." Your headline is the central communication of your direct mail marketing campaign, and it must grab your reader's attention and interest.

With a direct mail marketing campaign, you have a split second of your reader's attention. With a bright, attractive, colorful front, you can convince the reader to flip that card over and read on... If your headline does its job.

To get the phone to ring after a direct mail marketing campaign, you want to use a creative, powerful headline that gets the reader interested. There are just three things to keep in mind as you write your headline and decide on your front image:

1. Your audience and their situation--remember, your readers are preoccupied. Get their attention by speaking directly about a situation they're facing right now.

2. The image you'll be using--whether a photograph or an illustration, the image on your card communicates strongly to your audience. In the best direct mail marketing campaign, the image and headline work together to create a powerful communication.

3. The action you want them to take--keep it simple. With limited space and attention, you shouldn't be trying to sell to them. Whether it's dialing your number or visiting your store, just get them interested and lead them to take the next step. Direct mail marketing is about branding your business, services, or products and burning your name into potential clients minds. Even if they do not need your product or service immediately, a well done direct mail marketing campaign will pop into mind when the time comes that someone needs your product or service.

In fact, that last point is so important it bears repeating. Don't try to make the sale with your direct mail marketing campaign--that would be like proposing marriage on a first date. Instead, use your dierect mail marketing to tease readers and get them interested.

To create the best postcard front, you'll want to write a powerful, simple headline that will work well with the picture you're using. These steps will help you with the process:

1. List the Benefits.

Start your headline writing by writing down the product you're trying to get the reader interested in. Keep this simple: "Teeth Whitening" or "Home Owners Insurance," for example.

Next, describe the right audience for this product. What do you know about someone who wants home owners insurance? You know that the person owns a home and probably places a high importance on that investment.

Finally, list 25 ways your public will benefit by taking action. For instance, a home owner would benefit from insurance by:

• Sleeping better at night knowing the home investment is protected,

• Feeling confident they'll get their money back if they're robbed,

• Getting a better price on the policy.

If you find it hard to write about benefits, think about the problem you're solving for people. How are you going to make their lives better?

2. Add Your Picture.

Once you have your list of benefits, consider the picture you'll be using for your direct mail marketing campaign.

Look over your list of benefits and see how you can combine your picture and the benefits. Which ones seem like a natural fit?

Let's say you have a picture of someone smiling a beautiful white smile. You're advertising your tooth whitening services. By combining the two, you might come up with the headline "Want Whiter Teeth?"

It's a straightforward, simple question. People who answer yes will pick up the phone to find out more.

And that's exactly what you want!

When you're choosing a picture, remember that people respond well to photos of other people, especially people who look happy. Depending on your audience, humor is also a great touch to add.

If you're stuck for the right picture, try browsing a stock photo collection like istockpro.com where you'll find lots of great ideas.

As you're experimenting with headlines and pictures, try out several different combinations. This is the part in the process where a creative, fresh approach is really helpful. Just keep experimenting. You'll soon find something that'll be great!

3. Whittle It Down and Experiment.

Once you have several headlines, read your list quickly and make a mark next to those that catch your attention. Which do the best job focusing on benefits? Which are the most enticing?

Remember, your reader is examining your offer to see how it relates to his or her life. Cross off any headline possibilities that don't excite.

Once you've narrowed your list down, experiment with your top choices. Because a postcard has limited space, it's important to take a look at how the headline actually looks with the image you've selected. Some headlines might be very effective on a letter but may take up too much space on a smaller medium of a direct mail marketing campaign. Creating an actual mock-up of your favorite headlines will let you see what it'll look like in the real world.

4. Try the Best On for Size.

Sort through your direct mail marketing ideas and pick out the ones you think are the most effective. Print these out.

Take the direct mail marketing pieces that have the most impact and try them out on employees, friends, and relatives. (Over time, you'll run tests with your mailing list, but for now, you need immediate feedback.) Don't ask people which one they like best, and don't pick a direct mail marketing campaign just because more people say, "Great headline!" about it than about any other.

Rather, select the headline that makes the most test readers say, "I want that! Where can I get one?" Because that's the response you want your prospects to have--an immediate desire for what you're offering.

Direct mail marketing MUST be bright and colorful to catch someone's eye, without being tacky. By writing a great headline, you can transform attention into a lead!

If you're interested give us a call and will recommend a great company to deal with that we love doing business with.

Call For A FREE 30 Minute Consultation

407-230-9096