A great direct mail pack can work well for both the brand and the bottom line in direct response ads. Successful direct mail is targeted, says something that is both powerful and effective, and speaks directly to the customer.
If you think that no one reads the letters anymore, think again. The Great Howard Gossage famously said, “People read what interests them, sometimes, the ad.”
Direct Mail – Where Do You Start?
But a blank paper that represents infinite possibilities. This is your chance to speak openly and persuasively to consumers. It’s a habit that’s hard to break; when someone sends you a mail, you want to know why, and the letter is the first place to look. So, this blank paper is also the first point of contact with the brand.
This is not the time to show up, be clever, or draw fast. It’s a conversation that can make or break a sale, and it takes respect.
Use the Golden Word – YOU
People love to hear about themselves. The letter is the most intimate part of the conversation, so get up and be personal and tell them why this is important to them. Start talking about yourself too much, and they will turn it off. Use YOU, and everything has an ear.
Your Letter Must Build for a Call to Action
Get their attention in an opening line or two, build interest, get them to make a decision, and then make it easy for them to act on that decision.
- Attention
- Benefits
- Results
- Action
Tell What You Want
Ask for sales, as they should be. This is not a billboard, and direct mail is not in the brand awareness business. The pack, and the letter, had a task to do. Direct mail packs about ROI. Get them to sign the dotted line. If you have a phone number, ask them to call you. If there is a website, tell them to visit it. And feel free to use instant feelings, including time-limited offers. They work. Get Your Mailing done with mailing services in Asheville, NC.
