Optimizing Your Direct Mail Campaigns

If you were forced to choose only one sure marketing strategy for getting advertising or promotional materials to your new and future customers, that method should be direct mail.

A direct mailing campaign offers many attractive features. It is an effective and convenient way to get information about your business and products to your customer base right in their own homes or businesses. It is easy to catch your customers eyes with attractive brochures, and you can hold their attention as they peruse your ads at their own leisure. It is also a good way to get your information to a large group of people and is extremely economical! In addition, your potential customers will find this marketing technique less annoying than intrusive methods like telemarketing.

There are some downsides to direct mail, however. For one, if not formatted correctly, your customers may perceive your mailings as junk mail and not give them the attention you hoped for. As a result, the recipients might not bother opening your mailings and actually look at your offer.

This risk is more than offset by the huge payoff that can result from direct mailing campaigns. Even if only a few percent of your mailings result in successful sales, the slight cost of direct mailing will be well worth your time and money.

Here is an example of how direct mailing can pay off. Suppose you have an item you would like to market that costs you $50 to make or buy, and that you sell for $200. To inform customers of your product you send out 1000 mailings to past customers and people in your local community. Lets say you can do these for about 50 cents per item (the cost of producing the advertisement and postage). That means your 1000 mailings will cost you $500 total.

Next, lets make a very pessimistic estimate of your return rate. Suppose that only 1.5% of the people who receive your mailing actually end up purchasing your product. This means that you will make 15 sales of $200 each. This might not seem like very much until you analyze the costs and profits. You invested $500 in producing the mailings and $500 to obtain the product. You had a gross income of $3000, and, after costs, a net income of $2000. This is a huge return for what was essentially a very small investment!

The best part of the deal is that this example used a very small rate of successful sales conversion (1.5%). With quality mailings that are adequately focused on your customers needs, you should be able to increase that number up to 20% or more!

As another example, consider a recent popular self-help book. The publishers of this book chose as one of their first marketing campaigns a series of mass direct mailings. After their first mailing, they estimated their success rate in converting mailings to sales at 20%. They then followed this up with a second wave of mailings in which they greatly increased the mail volume. Their success rate shot up to 24%! In a third wave of mailings, their success rate stayed steady at 22%!

This is a good example of a well-timed direct mail strategy. The publisher used the first mailing to get the word out about the book and kick off sales. The second and third mailings were timed to capitalize on the success and recognition that the book had already obtained. Once people had heard good things about the piece of literature, they just needed the extra incentive of the mail advertisement to motivate them to go to the store and make the purchase.

To create your own success story like this, make sure to take care when you create your mailings. A poorly written ad will not increase your sales no matter how many people you send it to. In fact, writing a good ad is difficult to accomplish and requires a good deal of creativity and professional quality writing. You can find books on the subject if you are unsure about your writing and graphical design skills.

The other tricky part of a direct mail technique is to decide who to send the materials to. If you send your mailings to the wrong people, you are wasting your time and money. Do a thorough analysis of your customer base and their purchase records in order to determine who are the best targets for your direct mail campaign.

Direct mail is one of the easiest, cheapest, and most efficient marketing devices you can use. A little thought and care into the creation of your direct mail advertisements will reap you huge rewards in sales and is well worth your time.

How to Become a Direct Marketing Copywriter

There are no shortcuts to become an expert direct marketing copywriter. The expertise which many copywriters want to possess comes with a lot of practice, a lot of cross- referencing, and a lot of exposure to new and different methods and styles of writing direct mail marketing copies. However, one point worth remembering is: the ultimate aim of your copy is to sell the product and nothing else. Therefore there are no set ways or methods of writing the ‘perfect’ direct marketing copy. Whatever style is makes a successful sale is the best!

However, a few pointers would see you through if you are attempting to write a direct marketing copy yourself. Firstly, be friendly. You are attempting to ‘connect’ with a vast pool of faceless and nameless people who you call your audience. The only welcome approach would be the friendly one. Speak to your audience as you would speak to them over a cup of coffee. Keep your tone warm and engaging. Make your audience feel that they are the single most important species on the planet. There is nothing like a little ego massage to get you going. Secondly, never bore your audience with long sentences, jargons, technical terms, and a story about yourself! Most copywriters tend to focus so much on themselves- why they are what they are and so on, that they forget about their objective of writing the copy. Your audience doesn’t care a zilch about who YOU are and why you are selling whatever it is that you are selling. And you know what, they don’t even care two hoots about the product! Seriously! All they want to know is why they should buy your product and what use would it be to them. So before writing about all those ‘salient features’ of your product in bullet points, get your act together and write, instead, what the benefits of your product are.

Your copy is directly responsible for the image of your company. If you write negative things about some other companies or products, it would reflect on the reputation of your company. The best way to keep a squeaky clean reputation would be to avoid indulging in verbal battles. Many companies indulge in rabble rousing copies about how ineffective their competitors’ products are compared to their own. Keep away from any such intentions even if you are tempted to. Always let your customers be the final judge.

The last advice would be to make sure that your product lives up to its reputation. Your copy would have created an image in the minds of your audience about your product. If, by any chance, it fails to deliver in one or more parameters, your customers would write it off immediately. And a negative remark takes negligible time to spread and can seriously damage your reputation in the market.

One Form Of Marketing That’s Better Than The Other

Do you know what “marketing” is? Marketing is the process of finding a market, and promoting your products and services to this market. When you do such a thing, some people will jump on your offer right away, and some will need to be reworked. But at the end of the day, if you’ve done your marketing right, you’ll have a group of loyal customers that you can sell to each and every month for more additional sales and profits.

Honestly, when it comes to marketing, there are really 2 different ways to promote your products. These 2 ways are strikingly different when you really take a look at them and see how they work. In my opinion, one option works extremely better than the other, and it has the power to totally turn a business around without hesitation. Would you like to know what these 2 options are? I’m sure you do. These are the 2 options:

1) Direct response marketing
2) Brand marketing

I listed “direct response marketing” first because it’s my preferred choice of marketing my products and services. The biggest distinction about direct response and brand marketing is that direct response ads have contact information in the ad to place an order or to acquire a free report, and brand marketing doesn’t.

All brand marketing does is that it takes your ad, places it on one page, and it may have one picture that covers the entire page, and after the image is a one line slogan about a business. If this sounds ridiculous to you, then I completely know how you feel. Nobody should be marketing this way because this form of “brand awareness” will simply leave your ads in a wastebasket.

But with direct response, for the same full page ad, you can get a prospect’s attention with your headline, get them to read your story or your opportunity, rouse up their emotions, and get them to take advantage of your free offer at the end of the ad. This is a much better approach than the brand marketing example I gave above.

If you’re not using direct response marketing in your business today, you’re missing out on a lot of profits, and you’re not-knowingly losing a lot of money due to your adventures with brand marketing. How did you get your first understand about marketing and building your brand? Did you learn it from a college professor? Did you hear it on TV one day? Did you hear from a billionaire who states that business is easy? How did you ever stumble upon this concept?

Well no matter how you came across this idea, you should know that it doesn’t work whatsoever. Use direct response marketing instead and you’ll find yourself with a lot of money flowing your way.

If an ad is working, and you have proof that it’s working, continue to roll out with this ad without fail. Keep running ads and make sure that you’re selling to your backend customers also.

Use these tips to have the kind of marketing success that you desire in your business.

Good luck with using these marketing tips to your advantage.