Lots of work lately, and little time to blog. Which I guess was fairly good timing on my part, given the problems Six Apart apparently has had the last week or so. If I had been trying to post, I would have been irritated. As it was I didn’t even know until I got the explanatory email last night.
Anyway, about 2 weeks ago, I gave a lead generation seminar at our local Chamber of Commerce, covering the tactics of direct mail, seminars and blogs. Reviewing my notes, the direct mail and seminar sections are new content that I haven’t covered to death in the blog already, so I’ve decided to post them in two parts. Here’s the direct mail section:
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In my opinion, direct mail is by far the most cost efficient marketing method for presenting an offer directly to the prospect. These days it can be direct snail mail or direct email – each has its place. But you have to have an offer of some kind. A direct mail flyer sent out with information but no imperative rarely registers with a prospect. The offer doesn’t have to be time sensitive, but it helps. It also does NOT have to be a discount – it can be all sorts of things: free or reduced price education/training on a product, a premium, a white paper, added value to the product for a limited time. Etc.
It is a simple formula:
Present the problem… quickly.
Identify the solution… your product.
Make the offer
Deliver three solid benefits… WIIFM.
Call to action.
You close with the call to action, and you typically start with the problem. The order of the other elements varies, depending on the product, program, promotion etc. You use the order that stands the best chance of getting the prospect to take the action.
You can offer two choices of action, but preferably no more than that – too many choices is confusing for the recipient. Example: have sales person call and send more information. One is a strong call, the other is the back-up for milder interest and helps build your database for prospect nurturing and conversion.
The form of your direct mail package is very important. You should do the highest quality package your budget can stand. If you can justify the standard (and most successful) package of 1-2 page letter in a #10 envelope, with an included informational brochure or flyer, response card and lift note (the last chance message) by all means do it. But if you can’t do it well, ratchet back your piece so you can deliver a high quality package. A well written letter with a strong call to action on good quality paper will get you a lot farther than 3 xeroxed pages or a cheaply printed brochure. Yes, the package is important, but the marketing is in the MESSAGE not in the paper stock and color inks.
A word about that call to action – define success metrics in advance and clearly communicate expectations to the sales force regarding the next step. Don’t let a disconnect develop between the promise made in the marketing piece, and the sales process.
A few final points;
– Mail with a first class stamp is more likely to get opened that mail using franking or bulk rate
– Lists are better with odd numbers than even. 3,5,7. The top 3 reasons to…. The 5 things to do for X… 7 ways to improve network security…
– Self mailers can be effective, although they are rarely my first choice. They work best when the audience already knows it has the problem you solve. Can also be a good choice for customer upsell promotions.