We're #18. We Try Harder
Remember that great direct marketing creative feels like one-to-one communication.
>Thinking small will always give you a perfect answer to the naysayers on your team who react with idea-killing remarks such as "I wouldn't respond to that." You can say something like "That's great, but this is designed for the small number of women about to give birth who will be interested in offers for our diapers. You're a guy. I bet you'll agree that it doesn't really matter if you would respond to this or not."
>Small direct mail packages can be fabulous. I just received a small format book club mailing from the Quality Paperback Book Club. It really stood out among the bigger envelopes.
>Little things mean a good deal, such as making it easy to contact you. For years, Columbia House never included a phone number on communications, because it didn't want people calling to complain or ask questions. That was unfriendly.
You want people to like your company, so always include an 800 number and a Web site address. Encourage prospects to visit the Web site and receive a gift.
>Stand out from the crowd. November may be a good time. Christmas is coming, and there'll be lots of goodies being given out. Think small gifts for Thanksgiving this year, e.g., a note of appreciation to your customers with a chocolate turkey.
>Short "we want you back" notes with incentives can reactivate past customers. I recently received a note from a gift company I used to order from often. I'd forgotten about the company, and when I got the note, I immediately ordered. Maybe some of your past customers simply have forgotten you, because there is so much competition today. Ask them back.
>People appreciate some of the little things we do for them. So, try small notes or gifts. Send a birthday card, a gift certificate or an e-mail, just to say "hello."