Direct Mail Follies . . . Or How To Get Maximum Response From Your Direct Mail

Howdy Friend,

If you use direct mail and ever felt frustrated by a ZERO or next to zero response, then this article is written for you!

There have been times where direct mail got a black eye or two. Mostly because folks gave up to soon, there message to market match was off or they used the wrong media. Quite frankly, it's not fair. It's not fair because direct mail is one of the best, most affordable marketing tool you can use to grow your biz.

The other truth is most small business owners just don't know how to skilfully use direct mail so they throw their hands up in the air in absolute disgust. I'm about to help you fix this. 

When you finish reading this article, poor response will soon be a thing of the past and you will be able to tackle and create a direct mail campaign like a pro.

So, are you up for the challenge? OK . . . let's go!

Direct Mail Basics

Let's start with the basics. What is direct mail? Direct mail is a means of targeting prospects by sending them an offer directly to their mail boxes.  Direct mail is a personal medium thus you are speaking to 'one' person even though you might be sending hundreds of thousands of letters to their mail boxes. 

In direct mail there are three main parts: 1) the product; 2) the list; and 3) the promotion. The product could be nearly anything that you are selling. This also includes services as well. Over the years I've successfully sold lots and lots of different items through the mail. . .  appliances, dirt bikes, cars, houses, informational products, professional services, contracting services . . . and many, many more. So I know that marketing goods and services through the mail works. And it will work for you too.

The power of a list. By list I'm talking about a mailing list. The very best list you could possess is your own list of happy customers and prospects. And if you don't have such a list you need to immediately begin to build one. If you don't have a list you can rent one from a mailing list broker.

Keep in mind: the better the list, the more chance for success. This list is everything. Some gurus will say the sales copy is everything . . . while that is true to certain point, the list trumps copy. Think of it this way, if you're sending your offer to the wrong prospects, then it will fall on deaf ears. No matter how good your copy writing skills are. 

Want to know what the very best list is? I've strongly hinted but it's worth saying again . . . The absolute best list you can use is your very own in-house list of happy customers. Need I say more?

So, what's in a direct mail package? A direct mail package consists of an outer envelope (the carrier envelope), a letter, and sometimes a business reply card or envelope. Depending upon the type of package it is, you'll sometimes find a brochure included too.

The Letter. There's no doubt that the letter is the workhorse of your direct mail package. Again, there's no  substitute for using the right list. It  can make or break the success of your mailing. But on the same note, never under estimate your letter either. The letter is the message you communicate to your prospect.

Tip: No matter what the medium, these secrets equally apply. In other words, if you learn the secrets of direct response marketing, you'll be able to apply them to print, radio, Internet or any other medium you choose!

How to get better results from your letters (and all of your advertising).

Talk directly to your reader. This will improve your advertising at least 50%.  Think of being in the same room with your prospect and having a causal, relaxed conversation. You telling her about some new cool widget you've just brought and you're excited about sharing it with her. Remember, your prospects don't care about you, your business or anything to do with you. All they care about is their needs, their wants, and their problems.

Be personal. As mentioned above, before you begin writing your next sales letter, close your eyes and visualize your prospect. Think about he conversation the two would have. Think about how you can help them fix their problems.

Write like you talk. Use words that are common to your prospect. Use simple words that can be easily understood. You want to "speak their language." If you have a choice between using a big fancy word and a common, simple word then by all means use the simple word. You job is to communicate not impress.

Prove it. Always include proof elements in your ad copy. We've all been burned at least once in our life. Think about the last time you felt cheated. It didn't feel good did it? And you swore you would never do business with that guy again! You can't trust anyone. So address this natural skepticism and provide strong proof to backup your claims. Proof can come from many sources including testimonials, statements that support your point from major publications like the Wall Street Journal, The New York Times, etc.

Be specific. That's just good writing and makes for good reading. My mentor Clayton Makepeace says this, "Every generality n your text is a land mine. That will kill you." For example, instead of saying "you'll save money," tell your prospect exactly how much he'll save. Don't say "Buy today and save!" Say, "You'll save $79 by calling in the next 15 minutes."

Rules of the road. Know this my friend that the road is like a long serpentine filled with booby trap and surprises along the way. Be care, keep your open and your hands upon the wheel. Be open to learning and trying new marketing ideas. "Steal" what works from the best and be willing to fail and shrug it off. It's just part of the learning process. 

Warmly,

Emette E. Massey

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