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MT-13
Marketing by Mail SCORE Chapter 570 |
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Marketing
by Mail |
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The a 3 facts about the mail and growing your business 1. The mail can help any kind of business grow.... If you can write a letter,
you can build your business. You can drive traffic to
your store, find clients for service, get people
exited about a new product - all through the mail. 2. Mail is flexible.... Unlike other media that
literally "box you in" to a space, there is no limit to how you can
use the mail 3. Direct Mail works.... It is no small wonder that
multibillion-dollar companies have sprung from the mail. a 30 minutes online and you're mailing like a pro 1. Mail made easy online.... If you never used mail to
build your business, you'll be happy to know it's easier than ever to do. Visit www.usps.com/directmail and click on
"Direct Mail Guide" to reference our free guide. 2. Authorized affiliate merchants.... USPS's web site also list affiliate merchants who are in
business to help you in all phases of your mail campaign You can also rent
mailing list online. 3. Rates and mailing information.... Do you know how size and
weight affect rates? How to apply for bulk mailing permits? It's all online
at www.usps.com/directmail/rates. 4. Organizations and publications.... With so many businesses
sending so much mail, it's only natural that trade associations, magazines
and newsletters would spring up to support and guide you. You can find links to many of these organizations at www.usps.com/directmail. a4 ingredients of mail that sells 1. Attention.... If you know what your customer
wants, it's not hard to get their attention. Just think about the biggest benefit
your product or service can provide and dramatize it. 2. Interest.... Now that you got the
customer's attention, don't disappoint. Hold their interest with important,
relevant details about what you are selling. Short, simple sentences
keep a readers interest best. 3. Desire.... This is where you really excite
the customer for what you are selling. It's giving your customer an
opportunity to imagine what it's like to own and use your product. The key to building
desire is to focus on the benefits, not the features. 4. Action.... Now that you've got people's
attention, interest and desire, don't forget to ask for the order. It'd not
enough to say "Buy now." Give a compelling reason to visit your
store or call your company immediately. For instance, "We only
have 25 of these amazing jackets in stock. First come, first served"
compels action. So does "This offer expires November 23." a6 features of graphic design that sells 1. One thing dominates the page.... When you look at a
well-designed page, there is usually one dominant feature to catch your eye.
It could be the headline or the picture, but not both. Something has to
dominate. And while it might be tempting to throw in a little starburst to
say "One Week Only" be careful how you use it. When you emphasize
everything, you emphasize nothing. 2. Minimize typeface variety.... Your computer may come with
327 fonts, but that doesn't mean that you have to use every one of them. The
best designers stick to one, maybe two per piece_ plus the logo. A good rule
of thumb is to use large, bold type for headlines and, if they're
particularly good, prices. Use a smaller, easy-to-read typeface for the text. 3. White space.... Don't feel compelled to fill
every inch of space with copy or pictures. An open and airy design is
inviting and friendly. 4. Easy to read text.... Equally important as the
overall design of the page is the design of specific text blocks. If the type
is too small or condensed, if the columns are too wide, if the paragraphs are
too long, it becomes too much work to read and people wont. 5. Use relevant illustrations.... The purpose of the
illustration is to help draw attention or dramatize your message. That's not
to say that a plumber has to show faucets in his mail or that a dentist has
to show teeth. That plumber could, for instance, show 6. Clear, visible logo and call-to-action.... You got the readers'
attention and guided them through enough information. You aroused their
interest and desire. Now you have to let the reader know whom to buy from
and how. Don't confuse a clear, visible call-to-action with a big
oversized name address and phone number. Just be sure a reader can see these
elements without having to look for them. aThe who, what, when, where, why of getting your message out 1. Who should you mail to? Mail to people with whom you
do business. Mail to people with whom you'd like to do business. You can rent
list of potential customers and mail to them. Don't be shy. You're trying to
tell the world about your great offer. Send mail to as many people as
possible within your budget. 2. What should you mail? Mail is flexible. Send
letters, postcards, self-mailing brochures.
Professionals may prefer letters while retailers may prefer flyers. But there's no rules. A retailer may send "private
sale" letters and a professional can send postcards announcing a
seminar. 4. Where do you send mail? Again, send mail to anyone
who can do business with you. If you're a local store owner, you can write to
every home in your neighborhood and surrounding areas. If you have unique
items that might appeal to people in other states, you can write to them. 5. Why send mail? Mail is personal. And it
can't be missed. Looking through the mail means people have to spend at least
a moment with your message. And sometimes, that's enough to get their
attention and lead them to a sale. aThe 5 habits of highly effective postcards 1. They're simple.... A postcard has to get
someone's attention while they're going through the mail. A disorganized mass
of information just isn't going to do it. Simple headlines like "Spring
fashions are in," "Come meet the famous Chef George," or
"50% off Specially Marked Cookware" work best. 2. They're timely.... When asked what the most
effective mailer he ever created was, a highly regarded copywriter pulled out
a postcard, in big bold type it said, "Your warranty expires October
26." Do you have a timely message for your customers? Use it. 3. They're printed on both sides.... What are you supposed to do
now that your warranty is expired on October 26? The answer to that question
is on the other side of the postcard. Your postcard has two sides.
Use them. But that doesn't mean every inch. You may want to use the other
side for a few details,. Just remember keep it
simple. 4. They're attractive.... In some ways, the design of
a postcard has to work harder than the design of any other media. Your
postcard doesn't have to be a work of art, but it helps to make it
attractive. 5. They're measurable.... A postcard can also be a
coupon, a gift certificate, or a ticket to an event. Ask people to present
the coupon to take advantage of the offer or promotion. Counting coupons
helps you measure the effectiveness of your promotions. That way you can
better understand what worked and what didn't. |
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