A Great Match: Diamonds and Direct Mail
With some background now in hand, I poked around the website for Diamond Nexus, a Wisconsin-based online retailer, before signing up for its email. The incentive — a chance to win a ring — was pretty persuasive.
Immediately, a pop-up address form was launched, asking “Would you like a FREE catalog?” I filled it out and four business days later, I got a polybagged copy of the company’s Winter 2015 direct mail catalog.
It measures 7-1/2”x10-1/2”, 60 pages, on heavy stock paper. Sharp color images of diamonds, rings, and jewelry are scattered throughout. And there’s pricing! But what really sets the catalog apart, and sparked my interest initially, is its focus on the company’s unique selling proposition (USP). All of its diamonds are manufactured, or “grown” in a lab, not mined. The ethical and environmental reasons for this business choice are explained over a few pages at the front of the book.
They’re followed by several pages of photos and highly-detailed charts describing how its diamonds are made, sized and certified, and how they differ from the mined diamonds of their competition. At the same time, a “No Regrets Guarantee” is offered to offset any worry that the customer may have about the purchase.
The great thing about the content provided in all of these direct mail packets is that it fit each of its audiences so well. Getting the customer to like and trust your brand — whether it’s with offbeat humor, terrific customer service or different ethical standards — can be an approach that stands out in a crowded field and creates lifetime customers.