How To Create Effective Direct Mail Promotions?
Have you received any interesting direct mail promotions recently? What did you find interesting about them? Was the color and shape of the envelope interesting? Did it look like an individual's letter? Was there a special promotion that you can only take advantage of within a certain time? What about the envelope does it ask for action of some kind? Most well thought out direct mail promotions will have some or most of these qualities because they are appealing to your senses.
Stop and think about the way consumers buy. Im sure that, if you think about it you will find that most consumers buy with their emotions. Most purchases we have today are not because of need. If we bought only what we needed then we would buy very little. Todays consumer buys with his emotions because he thinks a product is going to make his life better in some way. That is why as a business it is important to appeal to a readers emotions when using direct mail promotions, instead of explaining why he needs the product. You need to focus the copy of your direct mail promotions on the emotions of people and not just on their logic, and the worst part is that most copy writers or people that write direct mail promotions focus on the logic of the consumer. The objective then of an effective direct mail campaign is to seduce the consumer in the direct mail promotions and you can do that by: * Convincing your audience to pay attention to you, and you can do that through an attention grabbing title. * Get them to read your message. Explain how your product can make their lives more comfortable if they will continue reading. * Your direct mail promotions should convince your prospects that your product is offered at a very fair price * Your direct mail promotions should ask your prospective customer for his business. Most direct mail propaganda fails to do this most important thing. Be True to Yourself and to Your Prospects Remember that your prospects are sent thousands of direct mail promotions every week. These messages have made your prospect a very knowledgeable consumer. That's why it is important to be truthful to your prospect. He will know when you are lying so why do it. Don't promise him something you cant give him, he will only think that it is a scam. Explain to some degree what your objectives are, what your qualifications are, and what you are looking for. Offer a guarantee on your product. Show your confidence in the product when you write your guarantee for your direct mail promotions. Now all of the above can be trick because you are walking a fine line here between telling the truth and getting your audience to be as excited as you about your product and lying about your product. Dont lie about your product, the consumer will know when you are doing that, just be truthful but excited about your product and your direct mail promotions. |