If you are unsure where to begin when creating your direct mail campaign, for example, a flyer or postcard, you can rely on the marketing best practices that have proven, time and time again, to be effective.
From my experience, which spans over ten years as an integrated marketing specialist, creating a winning direct mail campaign boils down to seven specific items.
Let's take a look at each of these seven items so that you know how to create your own effective mailers.
First, you need a powerful headline. Not only should your headline be compelling, it needs to be persuasive as well. And by persuasive, I mean that it should further the reader's interest while clearly communicating your message. Imagine that you are trying to convince a friend to attend an event with you, or do something that they are originally opposed to doing.
A famous marketer once said, “On average, five times as many people will read your headline as read the body copy of your ads… so once you have written your headline, you have basically spent eighty cents out of your dollar.”
Think about the way you read articles or news online. If you're like most people, you scan the headlines and certain things grab your attention. These are the headlines that prompt you to read further or learn more.
The exact same is true when it comes to direct mail and virtually every other form of advertising. Headlines can make statements, ask questions, or present solutions to problems -- all of which can function persuasively.
One easy trick, especially if you are new to direct mail or advertising, is to include numbers in your headlines.
There really aren't any rules as far as what numbers work best. That being said, sometimes a really unusual number like 9, 12, 37 or 43, as opposed to 1,2,5, or 10 -- can help your headline stand out. For example, you may use a headline titled, " 9 amazing gifts for people who love coffee." Or, “7 ways to instantly live healthier." People respond at high levels to number lists and solutions to their problems or inconveniences.
Next, you must absolutely include a high quality photo or product shot.
Images are incredibly powerful in advertising. So, make sure to include an image that represents your overall message, the desired end result, and one that communicates a great deal of information which reflects positively on your business.
If you are a dental practice, mailing out postcards to acquire new patients, you may want to include an image that showcases a family with beautiful smiles, and the family’s image should also represent your target market or demographic.
Quick tip:
If you are sending out mailers to senior citizens, it would not make sense to use images of young individuals or young families. Your message is only effective when it resonates with the target audience.
Moving along… the next item you need to focus on is the sales copy.
The sales copy should back up your headline, along with any claims that you make, and increase the level of engagement as you drive prospects towards an end goal.
Never allow marketing filler to detract from your main message. When in doubt, simply remove any extraneous sales copy, and streamline all content. A direct mail offer is not the right format to deliver extensive information or to try and explain complex ideas.
Direct Mail is a format that commands simplicity.
After your short-but-effective sales copy, always include a clear list of benefits.
I strongly recommend using a bulleted or checkmark format when listing benefits, as it will make it easy for your audience to absorb the value that your product or service delivers.
Where possible use check marks (instead of bullets) because they have a positive connotation and are traditionally associated with accuracy and goodness. By the same token, colors such as green can also infer positivity or accuracy – as opposed to the color red, which can infer an error.
Use common sense to avoid any potential negative benefit delivery choices.
Every direct mail offer should also include a testimonial or authority indicator(s). A testimonial is particularly important if you are providing a service. A service has many more variables than your average retail product, and people want to see that others who are just like themselves, have used your service and receive great results.
Where possible include a headshot or photo of the person who provided you with a great testimonial. This simple upgrade will make your testimonial more credible and real.
If you are selling a physical retail product, you may wish to include other types of authority indicators, such as logos from the Better Business Bureau, well-known brands or media organization that you have been featured with, or awards that you have received.
Any testimonials or authority indicators will help you get more conversions out of your direct mail campaign.
Most importantly, you must have an incredibly strong offer or call to action.
Let’s do that one more time: You MUST include an amazing offer!
The offer is what ultimately drives response to your direct mail campaign. An offer can be a simple discount, a buy one get one free deal, a value add, or one of a million different types of coupons. No matter the type of offer, it should be ultra-appealing to your target audience.
Additionally your offer must contain some type of limitation to create a sense of urgency. By limitation, you need to set an expiration date or clearly note that the offer is only available while supplies last. There are other types of limitations you can use, but make sure you include something that will make the consumer take action immediately. This is absolutely critical to your success.
Last but not least, provide the reader with a clear next step.
It's not enough to simply list all of your contact information -- you need to tell the reader exactly what they must do to redeem your offer.
For example, below the offer on your direct mail piece, say something to the effect of: “CALL NOW 555-555-5555”. Or if the offer is web-based: “USE PROMO CODE ‘SAVE123’.
A great offer is compelling and easy to redeem. Anything less, and you will simply add friction between the consumer and the point of conversion.
Follow these steps to ensure that you get the absolute maximum return on your investment. At its core, direct mail marketing is very simple. However, many advertisers are too close to their own products and services, and end up driving down results with excessive information.
Keep your message clear, compelling, and simple, to create winning campaigns.