Economist and Harvard Business School professor Theodore Levitt once famously described effective marketing as “selling the hole, not the drill.”
His message was that it’s far more effective to market a product or service using its benefits than to list its most exciting features in the hopes of attracting your target market’s interest.
Selling benefits instead of features might seem obvious, but it’s something that an incredible amount of marketers fail to do. If your copy is feature-focused, it’s very unlikely that your direct mail campaign is generating the response rate that it could.
In this guide, we’ll look at the basics of selling your offer’s benefits rather than its features. We’ll also explain how changing your direct mail postcard’s copy to focus more on your offer’s benefits can dramatically increase your response rate and ROI.
Using a segmented mailing list offers more than just the ability to tailor your copy to each audience. From location to purchase history, one of the best ways to make your direct mail campaign more effective is by subtly referencing why people receive it.
From including a map of your nearest retail location to referencing a customer’s last purchase, there are several ways to make your direct mail message more relevant to a prospect, increasing its response rate and return on investment.
This strategy is used extensively online, particularly by retailers like Amazon. Email messages that list a customer’s previous purchases and recommend other products perform to a remarkably higher standard than generic marketing email broadcasts.
In this guide, we’ll share three ways you can make your direct mail campaign more relevant for recipients and more profitable for your business by subtly referencing why they’re receiving the piece.
From great copy to the perfect offer, a wide range of factors go into creating a great direct mail postcard. In this post, we’ll cover 10 direct mail essentials to include in your next postcard campaign.
Whether your business sells a product or a service, every customer or client that you do business with has their own unique needs. You wouldn’t sell to prospects with a one-size-fits-all approach, so why apply one to your direct mail campaign?
Advertising is often said to be “salesmanship in print.” Just like a great salesman modifies their pitch as they learn more about their prospect, the best direct mail marketers use segmentation to deliver a different message to different people.
List segmentation is the process of breaking your mailing list down into smaller segments. Segmenting your mailing list enables you to deliver a customized message to prospects based on their position in your company’s sales funnel.
The more deeply segmented your mailing list is, the more effective your direct mail marketing efforts will be. From service businesses to retailers, any type of business can benefit from segmenting its direct mail list into defined and specific groups.
There are lots of ways to segment a list, from separating big-spenders from small customers to segmenting cool leads from warm leads. In this blog post, we’ll share three simple but effective ways for your business to segment its direct mail list.
Direct mail marketing has a huge range of benefits. It's inexpensive, highly targeted and capable of achieving open rates that other direct marketing methods like email marketing simply can't match.
One of its biggest strengths is its ability to get your message inside someone’s home and keep it there. While email marketing or TV and radio advertising is fleeting and temporary, direct mail can – when used effectively – create a lasting impression.
In this guide, we’ll look at how you can use direct mail to extend the life of a multi-channel campaign and keep your message relevant and interesting to your target audience.
You’ve carefully analyzed your small business to work out exactly what its unique benefits are. You’ve crafted an incredible marketing message that commands your audience’s attention and gets them interested in your product or service.
You’ve perfected every aspect of your campaign, from getting a prospect’s attention with your headline to making them take action with perfectly crafted copy. The final step is making sure you’re sending your direct mail postcards to the right audience.
No matter how great your marketing message is, your campaign will fall flat if you send it to the wrong people. In this blog post, we’ll look at the importance of a great list and the effects targeting can have on the success of your postcard direct mail campaign.
During the 2008 financial crisis, one industry almost completely unrelated to real estate or finance was hurt to a degree far greater than many others: advertising.
In a down economy, many businesses – particularly large companies – respond to declining spending power by lowering their advertising spend. Today, almost seven years after the financial crisis, the advertising industry is still continuing to recover.
While billboards, branding campaigns, and television ads might be written off as not worth the money during a recession, there’s one form of marketing that excels even in a bad economy: direct marketing.
During the recent recession, direct marketing methods such as direct mail and email were the shining stars of an otherwise stagnant industry, generating huge results for the businesses that employed them effectively.
When used the right way, direct mail can be a hugely effective form of marketing in any economy. In this guide, we’ll share five tips to help your direct mail marketing campaign achieve its objectives in any economy, from bearish to bullish.
When you receive a marketing postcard or brochure in the mail, what questions pop into your mind? Marketing copy often raises as many questions as it answers, which makes answering your offer’s FAQs in advance a powerful marketing tactic.
This technique isn’t particularly new – in fact, it’s been a major part of sales for the last century. Salespeople for a wide range of products and services have anticipated their prospects’ questions and prepared their answers well ahead of time.
As, like advertising legend Albert Lasker used to say, “Advertising is salesmanship in print,” sales techniques like identifying frequently asked questions (FAQs) for your offer before preparing your campaign can have a huge effect on its results.
In this guide, we’ll explain how you can identify your offer’s FAQs before launching a campaign and transform them from points of ambiguity or confusion into powerful marketing advantages.
You were hit with a spark of inspiration and you’ve thought up a creative idea for a postcard marketing campaign. Now what? Before you can start your campaign, you need to be able to define its objectives, audience, and several other factors.
One of the easiest ways to define your campaign’s goals, audience, budget, and more is to ask yourself the right questions. Before you start preparing your campaign, ask yourself the nine questions below to increase its marketing efficacy.
Have you ever received work from a graphic designer that didn’t live up to what you had in mind? When you receive a creative that isn’t what you expected, the problem is often a mismatch between your expectations and your creative brief (or lack thereof).
A well-prepared creative brief is a roadmap for your graphic designer – an in-depth list of what to include in your direct mail postcard design. From your designer’s perspective, starting a project without a brief is like driving to a new destination without a map.
This mismatch between expectations and communication can lead to designs that don’t match up with your vision. The end result may be a less effective campaign than the one you had visualized, and often a design that doesn’t match your business.
In this guide, we’ll share four techniques that you can use to write a creative brief for your next graphic design project, whether you’re creating a brochure for your business or launching a small business postcard marketing campaign.