How to Create Direct Mail Marketing Offers that Get Results
Written by NetWriter on July 15th, 2007 in Copywriting Basics, Marketing, Sales Letters, Direct Mail.
Oftentimes, business owners will send out direct mail pieces to prospective customers and receive a lower response rate than was anticipated. But why? Well, there may be a wide variety of factors that contribute to a failed marketing campaign, but if you adhere to the following rules outlined below, you’ll be sure to get a better response to the exact same campaign almost immediately.
Selling a Price Before Selling the Benefits
Telling your customer that your doohickey costs only $49.95 doesn’t help at all if your customer isn’t aware of it’s benefits. Sell your products or services with benefits (solutions), instead of price, and you are one leap ahead of the competition. For instance, tell your customers how the clothing you sell is pure, high quality cotton with a special addition that ‘wicks away moisture’, and you’ve told your customer one good reason to buy your clothes. The tell, don’t sell rule definitely applies here.
Selling a Price Before Selling the Offer
Similar to the previous direct marketing tactic, if you send a direct marketing piece to a business mailing list, and tell the potential customer right off the bat, “Just $19.95!”, it’ll probably get thrown in the garbage almost immediately. Why? Because you haven’t told the customer what you are offering them, you are only asking them for their money. This not only seems shifty to most consumers, it seems downright rude. Make sure that you build value for what you are selling before you mention a word about the price. Sure, it may be a selling point, but it won’t sell anything if you don’t tell them what your customer is actually buying, first.
Selling at the Wrong Price
There are many theories available as to what price point will work best for your business and your customers. However, when it comes down to it, the only way to know for sure is to test it. Play around with the price points on your lower risk items, and calculate what price the item or service sells the best at, and correlate that with what price you make the most profit with as well. It should become readily apparent what price to sell your goods and/or services at quite quickly, but if you continue to sell at the wrong price, you are eating into your income potential, and direct marketing success.
Now, there are a great many other direct mail marketing techniques that will garner the results your business requires. But start with these three and test them out to see how your market responds differently (if at all) to your new message. You’ll be sure to gather more responses faster than you think.
Tags: direct mail marketing direct mail marketing technique marketing direct marketing copywriting marketing campaign.
