A small business advertising campaign must include cost-effective direct mailing simply because direct mail advertising works. Businesses that use direct mail advertising techniques see direct results from these mailing campaigns.
So direct mail works. But it is true that direct mail works better for some people than it does for others. These people have figured out the smart strategies for making their direct mail efforts stand out from the pack. All postal boxes are filled, sometimes overflowing, with flyers, postcards, and letters. It is imperative to stand out against the backdrop of all that paper.
With a little imagination, the smart businessperson can incorporate several different elements into their direct mail advertising campaign that will differentiate their mailer from the masses.
What Will You Sell?
What are you selling? This question doesn't apply just to your product, but also to your sales strategy. Are you promoting a sale? A new product or service? A special event? Take a look at your promotion and think about what mechanism might best boost interest in it. To promote a sale, you might develop a theme. Holiday sales. Sales for special customers. A clearance sale. To promote a new product, you might try a select sale or a launch party. In the world of small business advertising, every event is an opportunity.
How Will You Sell It?
Direct mail advertising doesn't mean a standard envelope. There are more options out there than you can imagine. First, take a look at the mailer you will use. While postcards and flyers all have their useful place, you can also use fancy-looking invitations, tube mailers, almost any object that can meet the standards of the postal service. Creative copywriting stands out from the stale words of your competitors. Use exclamatory phrases, short powerful verbs, and personal narratives. Bring in your graphics with varying fonts, mixed layout (boxes, diagonals, photos), and color. Don't limit yourself. The more distinct you make your mailer, the more likely that the recipient won't relegate it to the recycle container without a glance.
How Often Will You Sell It?
Mail more than once. More than twice. In fact, mail it at least three times. There's a reason that three is called the magic number. The first mailing lets your customer know that you exist, or reminds them if they are repeat customers. The second mailing reminds them of the event or product that you pitched in the first mailing. The third mailing, and all subsequent mailings, help the customer remember what their response should be, whether it be to purchase a new item or attend a sale on a certain date.
How Will You Discern The Results?
How will you know if this direct mail stuff is working? Ask for a response. This might be as simple as quantifying the increase in the number of customers. Or offer a coupon with the mailer that the customer can redeem. But the best way to discern your results is DID YOU MAKE MORE MONEY?!
Direct mail advertising works. It has for a long time and it will continue to work for a long, long time. Don't ask why. Just give it a try. Make it an integral part of your small business advertising campaign.
