Why Direct Mail Control Packages Fatigue
If your prospect is, say, at a 2, but your copy is at a 5, you’ll lose them because the prospect didn’t understand what you were trying to sell.
After testing various messaging approaches in your copy to “meet your prospect where they are,” let’s say you finally hit a winner: most of your prospects on the 1 to 7 scale have an awareness of 4, and your sales message aligns with that spot. You’re achieving your objectives. Time to roll out!
So you do, mailing over and over the same direct mail package, or using this message in digital channels. But in time, your prospect has seen your promotion … or they’ve caught a story on social media or TV on the topic … or they’ve read something somewhere that makes them a bit more educated and moves them up the knowledge scale.
In today’s lightning fast news cycle, in a short time — perhaps a few months — but maybe only days or hours — your market’s awareness has risen from, say, 2 to 4, or maybe even quickly from a 2 to a 7. But if you haven’t been testing different copy and creative in anticipation of this increase in awareness, you risk your message no longer being aligned with your market. If you don’t stay on top of this changing awareness and understanding, your direct mail control package or messaging in other channels fatigues, and you’ll wonder why.
In a future blog post I’ll dive into various degrees of awareness, and how you can better determine where your customers are, and where you should be. But in the meantime, here’s what you should be doing:
- Assess your prospect’s awareness of the problem your product or service solves.
- Write several different headlines and leads, with each aligning at a different level on an awareness scale.
- Start testing them against one another to find the sweet spot — in this moment.
Remember: if your successful headline today is a 2, you need to be testing at levels 3, 4 and higher. If you do that and find that a test is “over the heads” of your market today, tuck it away in the wings and consider testing it again when the time is right.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.