Copywriting From the Recipient's Vantage Point
But, more significantly, the letter did not address MY needs and how US Bank could help meet them. Namely, I am searching for a student loan for my daughter and perhaps this would be a great time to mention how US Bank might help with that, potentially turning my family into its customers. Yes, perhaps the bank doesn't offer student loans, but it could have provided options.
Next, a mailing from XM radio. I purchased a new car and was offered six months free and transferred my old car to the new plan. That was a painfully pathetic inbound call I made, but I digress.
The mailing thanked me for being a new customer, however, it didn't even attempt to make me an offer to upgrade to XM Radio's premium plan, of which I have been interested and, with the right offer, would have done so on the call to transfer service or the follow-up welcome letter XM sent.
Both of these mail pieces could have worked much harder at getting additional business if they would have thought about my potential needs and made them more relevant to me with compelling offers.
Direct mail does work and needs to work harder than ever. In order to ensure that, think about the recipient's needs, test offers and watch your ROMI soar.
Grant A. Johnson is the founder, Ambassador of Fun and Creative Director at Johnson Direct LLC. He can be reached at firstname.lastname@example.org.