This is part 3 of a 5 part series featuring information from Dean Rieck's Whitepaper, "Getting Responses in a Down Economy - 4 Key Principles to Boost Your Direct Mail Profits in Today's Difficult Market."In order for people to respond to your sales message, it needs to be crystal clear. This is especially true in today's market where hesitation and fear of risk prevail. Here are 9 ways to make sure your direct mail message is heard, loud and clear.
1. Select your audience. People don't read direct mail for pleasure. They read based on personal relevance. Your copy, especially headlines and teasers, should select your audience with key words that identify the copy as relevant to your ideal prospect. A letter for veterinarians might have the headline “New book shows you how to double your veterinary sales in 60 days!” This selects the ideal audience: vets who are interested in building their practice.
2. Make a strong offer. An offer is not simply presenting your product and mentioning the price. An offer is a deal you make, a special low price, an exclusive premium, or maybe the opportunity to try the item free for 30 days. Your offer is the crux of every promotion, so you should make it as strong and appealing as possible.
3. Focus on one clear, big benefit. Most products have a variety of benefits, but you should always put the spotlight on one central benefit to simplify your message and differentiate your product from others. For example, if you are selling a computer design program, your big benefit might be that it can automatically translate any print design into a Web page. There may be other benefits, such as low cost and speed of operation, but these would be secondary. Usually, your big benefit is the subject of your primary headline.
4. Provide enough information for a decision. In general advertising, the purpose is to create a brand preference to influence purchase decisions at another time. It doesn’t require complete information. But the purpose of direct marketing is to make transactions by communicating directly with prospects. You must provide all the information necessary to make a decision immediately.
5. Dramatize the value of your product. Good copywriting creates perceived value for products and services. Your fishing lure isn’t just worth the $19.95 price. Show how this lure replaces over $200 in other less effective lures. Demonstrate how $25 fish dinners at fine restaurants will now be free at home. Throw in a booklet with fishing tips that would cost $15 in stores and a set of deboning knives worth $45 dollars. When you’re done, you’ve turned a simple fishing lure into a $285 package for only $19.95.
6. Guarantee complete satisfaction. Because people usually cannot see or handle your product before buying, there is always the risk of disappointment. A satisfaction guarantee reduces the risk and removes a major barrier to saying “yes.” Don’t treat your guarantee as a legal element, but as an essential part of your offer.
7. Provide a good reason for immediate response. Studies show that people are far more likely to respond to requests when a good reason is given for that request. Is there a limited supply? A seasonal rush on the way? Can you sell only a limited number to each customer? Do you have to plan your production by a certain date? Find a logical reason why people should respond now.
8. Make it easy to order. Exclusivity and convenience are the two primary reasons people make transactions via mail. So it is imperative that you make ordering as quick and effortless as possible. Make your offer easy to understand. Give short, simple ordering instructions. Provide toll-free numbers, postage-paid envelopes, and the ability to respond over the Internet.
9. State a clear, specific call to action. Never make people guess or assume. If you want a phone call, say so. If you want a completed order form, give instructions for it.
A clear message is a basic sales principle, but it's even more important in a tough economy when people are hesitant to purchase. A clear sales message alleviates fear. Next week, in part 4 of our 5 part series, we share how credibility also stills fears and how testimonials help build credibility.
For more of Dean Rieck's marketing tips, go his website www.directcreative.com.
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