Prospective Prospects ~ To Mail or Not to Mail, That is THE Question
Prospective Prospects ~ To Mail or Not to Mail, That is THE Question
Dollar for dollar direct mail outperforms and out delivers many traditional media outlets. However, there is a method to the madness and reasons why some DR techniques fail.
Recently a direct mail piece was sent to my list and I’ve received fantastic feedback. I know there are some people shaking their heads and wondering why I would invest in direct mail with typical response rates of 1 to 2%. Let me explain.
Direct mail when implemented properly does produce results. There was certainly a time, back in the day when I worked for ad agencies, that I questioned direct mail too. I trusted the statistics and previous mentors who had experienced direct mail results that were less than favorable. Then I started studying the masters of direct response copy and mail. My tune has changed and I am sure a lot of that has to do with exposure to Dan Kennedy and Glazer Kennedy Inner Circle (among others).
Here are some tactics I use to make my direct mail stand out. My direct mail is well branded, lumpy and provokes thought. Not only that, it’s personalized with a call to action.
You can experience DR success by implementing the following techniques.
1. Have a purpose. Clearly define what you want your direct marketing piece to achieve.
2. Know who you are talking to and speak in a language that reaches them.
3. Personalize the piece by using your customers name.
4. Re-educate clients on your value.
5. Ask your reader to take action.
6. Include a promotional item that adds dimension to your mail piece and value to the recipient.
7. Timing - schedule local market delivery to coincide with networking events and national delivery to coincide with something timely on your blog or in your ezine.
This list may seem simple and it really is a quick highlight of what you need to incorporate. However, it works. Here’s what I did to make the most out of my mailing.
I sent a personal letter to my list to ask them to hire me for future copywriting projects.
Each letter was addressed to the individual by name.
I included a brochure that re-educates clients on the value of copywriting and made sure all materials were branded.
I asked recipients to not only hire me in the future but to do something for themselves in the interim.
I included a promotional pen and suggested it be used for personal correspondence and that I should be hired to write copy.
Locally, I mailed this right before a Chamber of Commerce networking event. Key people at the event received my mailing the day before or the day of the event. Buzz was created and others wanted to know more about the mailing.
The ultimate outcome–several new leads including requests to develop training for a program via the local college providing customized employer training in the workplace. Oh and an increase of my list because the buzz made others so curious they requested a copy of the mailing.
Finally, about the cost effectiveness of direct mail~ with only one of the leads converting to a sale (and I am sure there will be more), I have more than paid for the mailing.
Prospective Prospects To Mail or Not to Mail That is THE Question - To learn more about this author, visit Lisa Manyon's Website.
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Do you utilize direct mail techniques to increase business or are you still stuck in the ad agency train of thought that says direct response mail doesn’t work?
Dollar for dollar direct mail outperforms and out delivers many traditional media outlets. However, there is a method to the madness and reasons why some DR techniques fail.
Recently a direct mail piece was sent to my list and I’ve received fantastic feedback. I know there are some people shaking their heads and wondering why I would invest in direct mail with typical response rates of 1 to 2%. Let me explain.
Direct mail when implemented properly does produce results. There was certainly a time, back in the day when I worked for ad agencies, that I questioned direct mail too. I trusted the statistics and previous mentors who had experienced direct mail results that were less than favorable. Then I started studying the masters of direct response copy and mail. My tune has changed and I am sure a lot of that has to do with exposure to Dan Kennedy and Glazer Kennedy Inner Circle (among others).
Here are some tactics I use to make my direct mail stand out. My direct mail is well branded, lumpy and provokes thought. Not only that, it’s personalized with a call to action.
You can experience DR success by implementing the following techniques.
1. Have a purpose. Clearly define what you want your direct marketing piece to achieve.
2. Know who you are talking to and speak in a language that reaches them.
3. Personalize the piece by using your customers name.
4. Re-educate clients on your value.
5. Ask your reader to take action.
6. Include a promotional item that adds dimension to your mail piece and value to the recipient.
7. Timing - schedule local market delivery to coincide with networking events and national delivery to coincide with something timely on your blog or in your ezine.
This list may seem simple and it really is a quick highlight of what you need to incorporate. However, it works. Here’s what I did to make the most out of my mailing.
I sent a personal letter to my list to ask them to hire me for future copywriting projects.
Each letter was addressed to the individual by name.
I included a brochure that re-educates clients on the value of copywriting and made sure all materials were branded.
I asked recipients to not only hire me in the future but to do something for themselves in the interim.
I included a promotional pen and suggested it be used for personal correspondence and that I should be hired to write copy.
Locally, I mailed this right before a Chamber of Commerce networking event. Key people at the event received my mailing the day before or the day of the event. Buzz was created and others wanted to know more about the mailing.
The ultimate outcome–several new leads including requests to develop training for a program via the local college providing customized employer training in the workplace. Oh and an increase of my list because the buzz made others so curious they requested a copy of the mailing.
Finally, about the cost effectiveness of direct mail~ with only one of the leads converting to a sale (and I am sure there will be more), I have more than paid for the mailing.
Prospective Prospects To Mail or Not to Mail That is THE Question - To learn more about this author, visit Lisa Manyon's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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