Re-Embrace Direct Mail

Direct mail marketing is one of the most difficult areas in which to contact prospects. It requires ingenuity and ideas in order to contact those who may be interested in what you have to sell. Even postcard marketing is a tough sell, but it is probably less difficult than the typical direct mail letter. Why? Because a postcard is open and easy for someone to read without any effort where a letter requires someone taking the time to open it. Many direct marketing companies use postcard printing as part of their campaign but whether this method is more effective than the direct mail sales letter is unclear.

When you compare postcard marketing to the direct mail sales letter, you can easily see a difference right away. Postcards are visible from the start, but with a direct mail sales letter, it’s easy to disguise the purpose of the mail by putting the name of the sales representative on the envelope and a regular stamp instead of the name of the company and metered mail. When most people see the name of a company on an envelope, they tend to think someone is trying to sell them something or they are looking for money in other ways. When you place your name on the envelope, you will at least get more people to open the envelope that if you placed your company name on the envelope. If you have a subtle approach instead of diving right into your sales pitch, you may actually get someone to read the letter. Using postcard printing methods gives everything away from the onset and it probably ends up in the trash from the start.

Direct mail must draw a response for it to be effective which means you have to have a unique approach that makes the prospect want to open you letter. It may mean you have to find out something about the person in order to use that unique approach—birthdays and anniversaries are good approaches to use. There is a world of difference when you open a letter with your sales pitch and open with a birthday or anniversary wish. Although your prospect may wonder how you got the information, the fact that you opened your letter with a personal note may actually make them want to read and see what you have to offer.

You also need to have something unique to sell in order to interest your prospect. Everyone has a toaster, blender, and other types of household products, so you have to come up with something that is different or make your product sound like it is different from every other one on the market. In other words, you have to make your prospect feel that they just have to have what you are selling. Once you can accomplish that, your campaign will be hugely successful.

Article Source: http://www.articlesfeed.com

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