This list contains 25 powerful strategies to improve your direct mail results. It would be wise to use this as a checklist to ensure you’ve included as many as possible in your advertising. Any one of these strategies could measurably boost your response. How many of these are you using?
Have a strong, powerful headline that promises a benefit.
Offer a strong guarantee or warranty.
Put a dollar value on free offers. Example: “$500 off Your New Deck!”.
Have a strong call to action – “Call now”.
Offer free information – a consumer guide, free report, design guide, etc.
Include your address.
Include a toll-free number.
For a large ad, use a coupon. Give the coupon a headline that affirms positive action. Example: “Yes, I’d like to cut my energy costs by 50% or more.”
Give the reader multiple response options – call, fax, mail, email.
Use graphics that make the ad easy to read.
Include your web site address.
For a smaller ad, put a coupon border around the entire ad.
Give compelling, specific reasons why your company is the right choice, superior, etc.
Offer a free Audio tape, video, catalogue, etc.
Include an eavesdrop line – recorded testimonials that clients can hear on tape or a voice line.
Have a strong offer. Bright line rule: the better the offer, the better the response.
Include your personal or company “story”.
Include your photo with a photo caption – people like to see who’s “talking” to them to see if they look friendly and trustworthy. Smile!
Avoid “me-me-me, we-we-we” speak. Be YOU oriented. Example: “we do top quality work” changes to “you get first-class workmanship”.
Each feature has a benefit. Example: Change “we’ve been in business for 10 years” to “our 10 years of experience means your project will be done right, the first time”.
Change terminology to create more value. Example: “free estimate” becomes “Free project feasibility study”. Explain the difference.
Include a deadline or expire date for your offer.
Limited supply: create urgency by having a finite number of appointments per week, free gifts, free info, etc.
Make your phone number large, bold, and easy to read.
Placement – place your ad where it will be seen and read.
Don’t be afraid to invest a few bucks in your next direct mail campaign. When done properly direct mail provides an impressive return on investment.
Tyrell MacGregor is Managing Director of FootBridge Media, a Referral Marketing Company that specializes in client newsletter templates and home improvement marketing solutions for home improvement contractors. Visit them at http://www.footbridgemedia.com
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