mail, 40 percent of your success Respect the “rule of seven.” In
can be attributed to the offer. advertising, people won’t typically
Give your customers a reason respond to you unless you repeat your
to call you; make your offer so message seven times. So send postcards,
enticing, they have to call. letters, and communication to your
Work your best lists the hardest. prospects every month for at least a year.
Another 40 percent of your success Again, be creative; if you continue to
can be credited to your list. So when mail the same old marketing piece, you’ll
you find the type of person who be the same old broke.
responds best to your type of service, Don’t over-engineer. When it comes
keep mailing to that list again and again. to your printed pieces, less is best!
Use creative techniques. The final Don’t violate the “leap of faith.” Truth
20 percent of the direct-mail formula in advertising is very important, and
belongs to the creative — what you write you want to maintain trust with your
and how you package it. Make sure your prospects. Don’t advertise what isn’t true.
overall message is persuasive, professional, Don’t forget your CTA. In fact, you
and to the point, and use want several calls to
devices that will increase
in direct mail,
action within your
response to direct mail, marketing piece. Give
such as special envelopes
or lift notes.
Give them a way to
40%
your prospect several
chances to pick up the
phone and call you,
respond. Response devices
of your or send you an e-mail.
include making a phone
call, sending an e-mail
success can
Don’t give up
after one try. Reach
or fax, or mailing back
be attributed
out to the right
a response card or business
reply envelope. Make it
to the offer.
audience with enough
frequency to make
easy for the customer to
an impression.
respond to you.
another
Don’t neglect
Research
emotions. Use people’s
postal regulations.
Understanding postal
40%
action-provoking
emotions to generate
regulations can help
a response. Your goal is
you receive discounts and can be
to have your prospects
achieve timely deliveries.
Plan. Take time to plan
attributed
feeling need, greed,
or fear, or wanting
and execute your direct
to your list. exclusivity — and
mailing campaigns. Allow
knowing your product
four to six weeks for preparation. Follow
or service is the answer to their desires.
a detailed plan that includes whom you’re
Don’t get discouraged. You can’t expect
mailing to, when you’re mailing, and how
to make money on your first mailing. Keep
often you’re mailing.
testing concepts and remain persistent.
Analyze results. Track response
times and analyze the effectiveness of A numbers game
your mailings. Test small mailings with Cash flow consultants who choose to
different mail pieces until you find a use direct mail as one of their marketing
winning approach. methods should also remember one final
Establish a “control.” When you find thought: The older your list of names,
an approach that works, use it for the the less response you’ll receive. Your
majority of your mailings. But continue names and addresses should be no more
to test different approaches to see if you than 12 months old at the most.
can improve your results. Direct mail is a huge numbers game; the
Ask for help. There are many services more advertising pieces you can send out,
you can turn to for assistance with your the more calls you’ll get, and the more
direct mail advertising campaign. A quick transactions you will eventually complete.
Internet search should provide you plenty Jeff Armstrong can be reached
of ideas. at jeff@armstrongcapital.com
growingwealthmag.com I Growing Wealth I July 08 I 49
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