4 Reasons People Respond to Direct Mail
You are getting ready to send out your first direct mail campaign – what do you do to get people to respond? Instead of wasting your time rewording the 4th sentence on the back of your postcard or picking out the perfect shade of purple for your background color, spend more on the things that matter to your customers. Here are 4 basics to get you started.
1. They See Something They Want or Need.
This may seem like a no brainer but it’s a fact that people will respond when they see something that will be beneficial to them. That’s why it’s so important to target your audience. Instead of just sending a mailing to a random group of people, figure out who would benefit from what you are offering. Men, women, a certain age bracket, people in a specific area of town? There are endless amounts of demographics that you can choose from. If you can get your sales pitch to the right person they will be more likely to respond because you are selling what they want.
2. It’s about them and not you.
As great as your company probably is, it’s not always effective to go on and on about it. Yes, a customer needs to know that you are good at what you do but a person is more likely to respond when they know what you can do for THEM. Tell the customer how you can help meet their need.
3. They hear from you more than once.
Sending one postcard and hoping for a huge response may not be realistic. The more people see your name the more likely they are to respond. Try sending different messages with different offers (even in different formats). This can turn heads and make your brand more memorable.
4. They see an offer they can’t refuse.
The most enticing word to consumers is “free.” While you don’t have to necessarily give something away for free, an offer of too little value will not be worth your prospects time. Make sure to include an incentive that will capture their attention and give them reason to call you.
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