Direct Mail Marketing Mistakes to Avoid
Written by NetWriter on July 12th, 2007 in Copywriting Basics, Direct Mail.
With any business, it takes time to figure out what works and what doesn’t, especially when it comes to sending direct mail pieces to your prospective investor lists. But instead of learning what to do the hard way, let us guide you along the path of the difficult, so that you can easily avoid it when it comes time to plan your own direct mail marketing campaign.
Who Is Your Market?
Every single piece of copy written for a direct marketing ad should be targeted. If you aren’t sure who your investors’ list covers, then you need to do some serious research before you start writing a word. Who is the market, demographically? What makes them buy? What does this specific investors list do, what establishments do they frequent, and how will you catch their eye? Once you know these points, write for your investors list in language they will understand.
What is Your Goal?
Do you know what you want the people you are writing for to do after reading your direct marketing piece? If you don’t, they won’t either. Make sure to post your marketing goals clearly while writing any direct mail pieces so that you don’t lose your focus mid-stream, and then re-read all copy to make sure the goal is extremely clear.
What Mailing List Are You Using?
Purchasing just any old potential investors list won’t get the kind of responses you need. Spend as much time as possible researching the companies where you purchase your mailing lists from, as well as the lists themselves. Unless the investors list you’ve purchased has specifically requested information about the services or products you sell, you’ll have a difficult time selling them anything at all. Even though you may have a fantastic idea, product or service, if your marketing message doesn’t get sent to the right investors list, you are throwing money down the toilet.
Of course, there are a number of other things to avoid when planning a successful direct marketing piece. But if you remember these three items, first, you’ll be well on your way to achieving the kind of response rates you’ve always dreamed of.
