Direct mail marketing done properly is the most effective way to market any small business. You get to send a specific message to a specific audience with a specific offer.
Unlike institutional advertising direct mail marketing is measurable and cost effective. You get to choose who receives your message and how they respond. Unlike radio and television, direct mail enables you to test a small targeted list before you roll out a large campaign. There’s no better way to market your small business cost effectively than using direct mail marketing strategies.
I’ve personally sent out as few as 500 letters to a “targeted” list and received over ten thousand dollars in return. Not a bad ROI (Return on Investment)! Here are your best ways to attract new, and stay in front of existing customers or clients, using direct mail marketing.
1. Marketing With Postcards: This is the absolute cheapest way to get your sales message into the hands of your prospects or customers. Postcards can be small, medium, large, or over-sized so you can get your entire sales message out. Don’t make the mistake of leaving out a captivating headline, personalization, a deadline, a call to action, and testimonials.
2. Tear Sheet Mailings: Also known as an “Advertorial.” What is an advertorial? It’s an ad that you write about your products or services and it appears as though an editor wrote a story about you. It looks as though it was torn from a newspaper. It is then mailed to your potential prospects who might benefit from your product or service with a post it note attached saying…”Thought this might help, J.”
I’ve had clients receive a twenty three percent response from doing a tear sheet mailing. You can have this done through almost any mail-house/printer. If you need help locating a vendor that does tear sheet mailers, e-mail me at Glen@glenandrews1.com or leave me a message below.
3. Val-Pak: Using Val-Pak is an inexpensive way to send your coupon message to a mass audience. More and more people are clipping coupons and searching through Val-Pak looking for great deals. It doesn’t matter if you’re a lawyer or a carpet cleaner, Val-Pak works as long as you have an irresistible offer and a deadline.
4. Tri-fold Mailer: It’s a basic 8.5″ x 11″ sheet of paper, which is folded, tabbed and mailed. As long as you’re NOT selling a high-ticket item, this is cheap and effective. They also do multiple sheet mailers, like a newsletter if you care to spend more.
5. Sales letter: The more you can make your sales letter sound and look personal the better your response. Try using a hand written font on yellow lined note book paper for the best results. And try to personalize the letter with the first name of your recipient.
6. The key that pulls your direct mail marketing together is your ability to write a good direct response advertisement. If you don’t understand how to put words on paper that sell, hire someone who does or learn it yourself. I have spent over $100,000 on my marketing education. Don’t WORRY! You only need to know the simple ingredients that make up a good sales letter. See my post on the “11 key ingredients to an effective sales letter.”
Marketing Tip #1: No matter how good you are at what you do if you don’t know how to attract customers/clients cost effectively, you’ll soon be out of business. Direct mail marketing is only one way to attract new clients. Make sure you have several marketing funnels running simultaneously so that the well never runs dry.
Marketing Tip #2: When sending letters through the mail the first and only thing that matters is getting your mail opened. It should look as though it came from a friend. Your envelope should be in a handwritten font so that it looks personal. (People don’t throw away personal-looking mail.) Never use sticky labels. Your return address should only have your return address, no post office box or company name. This will give you the best chance of getting your mail opened and read. In today’s economy you must have several marketing funnels running simultaneously. Direct mail marketing is just one effective way to obtain new and keep existing customers/clients.
If you liked this article pass it on.
Please comment on this article below and tell me if you thought it was helpful or not.
To your marketing success,
Glen Andrews
October 4th, 2009 at 3:43 pm
Hi, I recently found your blog and have been visiting it regularly. I think your move is a good one (if not a brave one). Spammers are a pain in the backside and spoil a good thing with their stupid antics. I didn?t understand why more than 30 ? 40 comments on a page will reduce your ?Link Juice? Could you explain what you mean? Thanks
October 4th, 2009 at 4:45 pm
I’m not sure what post you’re referring too?? I don’t think I ever said that 30-40 comments on a page reduces your link juice, but I write a lot of articles, so please let me know which post, and I’d be happy to explain.
Glen Andrews
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