Download - 8 Ways to Turbo Charge Your Direct Mail

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8 WAYS TO GET MORE FROM

DIRECT MAIL

With Karen J. Marchetti

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8 Keys to Direct Mail Success

1. Best MAILING LIST 2. Logical “First Step” OFFER 3. Best package FORMAT 4. The 44% Rule: STRONG REASON TO OPEN!

5. BENEFIT HEADLINE 6. “Remind of Pain, Promise Pleasure” LEAD-IN 7. SCAN-able copy 8. CONVERSATIONAL copy Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.

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#1 Success Factor: THE LIST

• Find the List FIRST –guides OFFER, CREATIVE

“oh, yeah, we need a list . . .” Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.

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Two Main Types of Mailing Lists

RESPONDER LISTS –Buyers –Inquirers –Attendees –Subscribers MOST ACCURATE MOST TARGETED USAGE INFO!!! $$

COMPILED LISTS – Demographics – Census-based – Public Records – Directories

TIGHT GEOGRAPHY SMALLER QUANTITY $

Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.

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Responder File


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List Broker: Who Tested and Still Uses This List?


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#2: Irresistible OFFER

Lead Generation –Something free (gift, info, sample, trial)

• Choose Right Commitment for your GOAL:

LOW Commitment = High Response “Free Report” HIGH Commitment = Low Response “Call me Now” Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.

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OFFERS: yawn . . . Or MOTIVATE!

“more information” . . . “learn more” . . . (yawn) MERCHANDISE IT! More Information on online advertising OR “Free Guide to Effective Online Advertising for Small Business” Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.

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Offers to Drive Purchase

• Discounts: volume purchase, introductory offer, first order, early bird

• Sale: before price increase, overstock • Rebate • Bonus gift • Buy 1, get 1 free • Bill me • 3 easy payments of . . . • Build up the Sale

–10% off of $50, 15% off $75, 20% off $100 –Good, better, best Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.

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#3: What’s the BEST Format?

Envelope: • More Costly Product • More Complex Product • If Product Changes the

way we do things • Where TRUST is key • To Senior Execs • If Gatekeepers

“Self-Mailer” or Postcard • Quick read • Known brands • Inexpensive products • When you need a

showroom & visuals


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#4: GET IT OPENED: 44% of Mail Never is

HEADLINE / VISUAL • Headline and/or visual on ADDRESS PANEL SIDE • Above Address where possible

–This is the FRONT (how USPS delivers it)


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Getting it Opened with a HEADLINE

• Benefit –What’s in it for me? –Specifics Sell – be as specific as possible

• Intrigue: news, teaser, unique fact, question • Aggressive Offer Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.

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#5: Tests of an Effective Headline

“So What”? • What’s in it for me? • Get the “You” in Headline • Specifics sell • Get to the point


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Headline Ideas

• Useful info – How to –Numbered Ways –Ask a Question

• Inside Info • Something free • Testimonial • Problem solving • Discount or special Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.

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#6: How to LEAD off

Remind of Pain and/or Promise Pleasure “Is your job helping to make someone else rich – but not building anything for YOUR future? What if you could .”

OR Do they see boring paragraphs . . . “Since 2002, we’ve been proudly serving . . .” Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.

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#7: 85% of the World “SCANS”

• Headlines • Subheads • Underlines, Bolds • Bullets • Numbered Points

When I SCAN, I should get the entire message . . . - What are you

offering? - What will it do for

me? - How do I get it?


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Thank You!

www.ResponseFX.com FOLLOW: @ResponseCoach BLOG: www.responsefx.com/blog/ Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.

http://www.responsefx.com/

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http://www.responsefx.com/blog/

Download - 8 Ways to Turbo Charge Your Direct Mail

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