Imagery Direct Mail Services Primer: " Do it Right"
People receive direct mail; mailings everyday. The "Shelf Life" (the actual time that the mailer recipient takes to throw your costly mailer away) is about 4 seconds. In those 4 seconds your mailer has to do 5 vital things. 1. Generate initial impact and interest. i.e. stop the toss. 2. Tell your story quickly. 3. Generate interest and emotion through a targeted message. 4. Motivate the recipient to respond, with the use of a high impact; creative mailer and then targeted to a specific client. 5. Create a mental image (cognitive recognition) of your specific service or product.
Once these goals have been met you will need to use a time tested 2 step selling process:
Step 1. Generate a Lead
A. Motivate the direct mail recipient to contact you. This becomes a lead. You can motivate a response by using an incentive such as a discount, a free item or a free inspection. Bare in mind that although the Direct Mail industry feels that 8% is the normal response level, in reality the actual response is more like 4% or 4 responses per 100 items mailed. Even at 4% if you need to be sure that you can afford to maintain your incentive.
B. You respond to their response with a response. It is a good idea to ask permission to do this in your mailer. Never assume that you have a right to this persons business.
Step 2 Follow Up On The Lead
A. Provide requested information promptly (within the first 24 hours is vital).
B. A well trained sales staff to answer questions. A good sales rep. will help their client feel comfortable. Customer confidence is a critical element in successful sales cycle.
Summary Of 2 Step Direct Mail
It is much easier to create interest (a lead) than it is to get a person through an entire buying process (a sale). At this point the prospect or existing customer isn't ready to buy - just yet. You can use targeted mailers to inexpensively promote to your target prospects and customers and generate leads (inquiries about your products and services) to then be followed up on and converted to sales. This 2 step process also helps you to create a list of people who were interested enough in what you offered to contact you. You can then re-contact the one's who you didn't complete a sale with when they first inquired, preferably until they do buy from you. IMPORTANT: Be sure to get the information you will need to re-contact the people who responded to your mailer. Properly implemented repeat follow-ups with the people who contacted you will result in increased sales.
The Most Effective Use of Direct Mail
The purpose of your mailer's message, is to generate a sufficient level of interest in the mind of your prospect to get them to contact you to ask you about your offer. Remember, you are generating interest, not collecting their money at this point. That is what the 2 step marketing process is about. Generating interested prospects and customers who contact you for more information. 2 Step Marketing Really Works Use the tips you have read here to create your next mailers message and see what happens. Better yet why not let Imager assist you in developing a powerful and affective direct mail program.