The 6 Rules of Small Business Direct Mail Success

Direct Marketing Strategies

Duct Tape Marketing Coach | March 3rd, 2009 - 10:00 AM
(13) Found this useful. Do you? Yes

mailbox

A well-constructed sales letter is considered salesmanship in print, allowing a business owner to make their sales presentation to hundreds or thousands of people at once without ever leaving their office.

In today’s high tech world of e-mail marketing and internet strategies, direct mail sometimes takes a back seat to other marketing strategies. But, when done properly, direct mail is still one of the most powerful marketing tactics on the planet for the small business owner.

To increase the effectiveness of any direct mail campaign and to get the most “bang” for your marketing dollar, the ad must follow certain rules.

Rule #1 – Only Use 2-Step Direct Response Advertising

Most direct mail ads that clog your mailbox are those “buy now or else we have nothing else to offer you” ads that do very little to educate a customer about what makes a company different or why they should even buy from you in the first place.

So exactly, what is 2-step direct response advertising?

Direct-response advertising is an ad intent on generating a very specific response from the reader. The two-step approach provides the reader with the ability to take a “baby step’ to find out more information about your company, before you try to sell them. The goal of the ad is to “warm your prospect up” with educational material, not to make the sale.

Some of the things you can offer your prospects in your two-step ads include: free reports, free samples and free seminars. This type of ad will almost always generate a higher response from potential customers because the purpose of the ad is to educate your prospect on what makes your company different from your competitors and to get them to take a low-risk next step.

Rule #2 – All ads should have a single purpose

The KISS method applies here . . . keep it simple Sam. Your ads should focus on the one thing you want your prospect to know or do and then keep asking them to do this throughout the ad.

Rule #3 – All ads should have a powerful headline

Your ads must get read in order for you to have any chance at getting your prospect to take the desired action. You get attention for your ad with a benefit-promising headline that entices the reader to keep reading. Notice how I said benefit-promising headline and not feature-promising headline. People don’t buy features; they buy great results or benefits. For example, you’re not buying leather seats for your car; you’re buying comfort, beauty, and prestige. Great headlines will get your direct mail ads read.

Rule #4 – All ads should clearly state the benefit(s) the reader will get by taking the requested action

Clearly state the most important benefit your reader will receive by taking action.

For example,

If I can show you how you can double your income by giving me just 30 minutes of your time a month, would you like to learn more?

Rule #5 – All ads should provide proof that you will deliver as promised

Testimonial quotes from satisfied clients are an excellent way for you to prove that you have delivered the results you claim for others. The testimonial should specifically state how your product or service solved the problem or changed the life of your satisfied customers.

Rule #6 – All ads should make an offer with a specific call to action

Always give your readers a specific reason to act with an offer of a free report, free seminar, etc. Make it easy for your prospects to respond to your ad. Lead your prospects with a couple of ways to respond to your offer by providing a telephone number, an e-mail address or a web address.

Business owners that follow these six rules combined with multiple touches to their prospects and customers greatly increase their odds for direct mail success.

***

Joe Costantino is an Authorized Duct Tape Marketing Coach who specializes in teaching business owners how to implement a step-by-step marketing system for their businesses..

After coming up with the perfect direct mail headline, visit Stamps.com for a special offer that includes $45 in free postage.

COMMENTS

3/3/09 - Shab Says:

Interesting as so many people think DR Mail is down.. that said, this is really helpful!!
3/4/09 - John Jantsch - Duct Tape Marketing Says:

This may in fact be a great time to revisit direct mail as part of your mix – these tips are spot on – target and personalize – for that direct mail is a small business marketer’s friend.
3/4/09 - Scott Campbell Says:

It’s so easy to dismiss this decades-long marketing success tactic. Particularly in favor of the internet. But the bottom line is always the same…delivering a powerful message at a low cost to lots of prospects. And direct mail still does that…when done correctly.

Great fundamentals, Joe. Thanks for sharing this!
3/4/09 - MarketingTwins-Randy-TX Says:

There’s such a push from small business owners to ditch traditional forms of marketing and go ALL online – I do appreciate Joe’s practical and simple reminders that in certain markets, direct mail is still far more effective than online advertising.
3/4/09 - MarketingTwins-Randy-TX Says:

Actually to clarify – probably not so much that the PUSH to go online is not from small biz people themselves, but it is pushed upon them by marketing people like myself…but as I heard in a workshop last night, small biz owners are very concerned about expenses. But in the move to “cut expenses” – don’t forget that who your target market is….they may still want the traditional media.
3/4/09 - Nancy Beth Guptill, Sweet Spot Marketing Says:

This is a well written article. Direct Mail is still very effective and Joe has provided some sound advice. When working for an Economic Development organization responsible for BREA (Business Retention, Expansion and Attraction) we used creative Direct Mail campaigns to stimulate interest prior to attending trade-shows. Very targeted and precise mailings that were highly effective. As a small business owner, it’s a great ’soft-touch’ and door opener if done right!
3/4/09 - Wayne Philippe Says:

Joe…well-written reminder on Direct Mail best practices! In today’s DM environment, I’m also finding that ROI can be improved by increased attention to segmentation analysis of your target market.

Carefully cull lists before mail-out, follow Joe’s “6 Rules”, and get more conversions. Good article!
3/4/09 - Joe Dager Says:

I always like steps, started as a baby. When done right you seldom get hurt. When done wrong the lessons can be quite painful. Falling as a baby, now I just pay with my pocketbook. Your 6 steps will certainly be a help, and a nice checklist before sending out my next batch.

I think it is interesting to note, that junk mail is well junk mail. Make it interesting enough and people still open it. Make the offer good enough and people still react. Stakes may have been raised, but I think direct mail is still a great vehicle to use.

Thanks Joe
3/6/09 - Widianto Says:

hi joe, is it possible for me to re-post this article in my facebook note so i can keep it and all my friends can read about it? of course i will direct it back to this post. please let me know. thanks
3/6/09 - Troy Braithwaite Says:

Great article Joe-

I am a big fan of always having some direct mail going on in my marketing plan.

Thanks for the insight and tips.
3/6/09 - Arvinda Says:

Thanks Joe,

I was not sure of the best way of getting in touch with customers but at least Direct Mail is something that everyone understands, they may even like to receive a letter first thing!

Buying stamps seems like an expensive way of doing things though, franking seems like a hassle, is it worth it?

Thanks
5/7/09 - Creating Successful Direct Marketing | Small Business Marketing Guide - Brought to you by HP Says:

[...] CRAFT A MESSAGE: Joe Costantino offers six rules for creating an effective direct marketing message. [...]