How to Generate Response With Your Direct Mail
A lot of marketers go for flashy design with their direct mail. This can grab attention, but what if you could do something more? Can your direct mail make people think and react without even realizing it? Of course it can. So how can you design your mailings with that in mind?
Before we get into the how, we need to know more about this phenomenon. This is commonly referred to as neuromarketing — marketing that focuses on the brain and how it responds. People are not aware of where their first impressions come from, nor do we always understand what they mean; they just are. This means we can use that to our advantage as marketers and incorporate messaging and design to illicit a snap response once pulled from the mail box. This is thought to happen in the lower, old parts of our brain. Now, let’s see how we can do this:
- "Either or Scenario": Create only two options to choose from in your direct mail. The good choice is your product or service and the bad choice is the other option. This is a great space for snap judgments, so make sure your distinction is very clear.
- Story: Use a real world story that shows your product or service and how it has helped other real people. This should be a short story that is clear and to the point. Testimonials are great!
- Messaging: Keep it short and simple. There is no need to get technical or to list a bunch of features — no one cares. Benefits sell for you so find the biggest one and use that in your message.
- Solve Problems: Your product or service solves problems for people show them how in your direct mail. Short and right to the point, you have this problem, our widget will solve it. One big benefit is your focus.
- Images: Invoke emotions and convey your message through powerful images and without a lot of copy.
On average, you have about 5 to 6 seconds for your message to be understood before the prospect or customer moves on. So in order to be most effective, you need to be using all five suggestions above while keeping your focus on your one overarching theme. Remember that the most important thing is to only be selling one thing at a time with your direct mail. The KISS method is your friend.
Your mail should never focus on reason or logic; that's not what gets people to buy right away. It makes them think harder and slows down the whole buying process. Additionally, it is an instant turn-off for mail pieces. Do not end up in the trash! You highlight a big benefit when you solve their problem, just focus on that.
Take a look at your current mail pieces based on the five suggestions above: What could you change before you send out your next piece? Are you already doing some of them? Great, now just add the ones that are missing. Another thing to consider is to look at mail pieces you have received, which ones worked well on you? What did they have in common? This can help you build a better response with your direct mail campaigns. Do you have a great mail piece that worked really well for you? I would love to hear about it!
A blog about Direct Mail Marketing, tips, tricks and what not to do.
Summer Gould is President of Eye/Comm Inc. Summer has spent her 23 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. She is also a committee member for Visionaries in Philanthropy which benefits San Diego Meals on Wheels.