12 Direct Mail Mandates
9. Use Storytelling Techniques. Story is effective because it offers new perspective and solidifies the new memory holds for your prospect. New memory is embedded into the mind with a compelling story that's well told. Magnetically pull your reader into your story, and encourage them to step into the storyline. Consider how you can use ancient storytelling methods.
10. Interpret the Outcome. The right brain interprets abstract stimulus and can slide back into negative emotions. You must interpret the outcome of possessing your product and avert abandonment by your prospective customer when you translate features into benefits, use testimonials and a strong guarantee to overcome skepticism.
11. Permission to Respond. The left brain is logical, and mathematical calculations are processed here. This is where your prospect determines cost to value and influences how the individual will act. Introduce financial cost, and present a perceived return on investment. Naturally lead your prospect to say, "This is good, this is smart, I give myself permission to respond now."
12. Analyze Results. A basic step often overlooked is analyzing your results with hard numbers. Metrics can include response rates, conversion rates, cost per response or cost per order. Match how your direct mail program actually performed compared to your benchmarks established in point No. 1.
Gary Hennerberg is both a direct mail analytic consultant and copywriter. He has written and managed direct mail that has reached tens of millions of people around the world. Contact him at firstname.lastname@example.org or visit Hennerberg.com.
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.