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Title: Direct Mail - For Small Businesses
Author: Alan Fairweather
Article:
We hear a lot of talk about junk mail nowadays. Many people will
tell you that they dump it straight in the trash. But why do you
think so many organisations send out so called junk mail -
because it works!
I dump most of my junk mail just like everyone else, but every
so often I'm attracted and respond to something that comes
through the mail. Whatever it is, grabs my interest just at the
right time. Sometimes it's a mailing I've seen several times and
I've been slightly interested; however, there comes a time when
I decide to do something about it.
Research has shown that, on average, people need to see an
advertisement seven times before they respond - it's the same
with direct mail.
I'm not looking for a new credit card at present; however there
are thousands of people who are. These people will respond to a
credit card company mailing because they want a new card with a
better interest rate or because their other card is at its limit
or they want to transfer a balance.
It has to be said that the average response rate for direct
mailing is less than 1% and as you'll appreciate, the large
organisations send out millions of direct mailers. Small to
medium sized businesses can have success with direct mailing by
keeping it small, focussed and personal.
Target the right people - You need to have a good mailing list.
The best one you can have is the one you've built yourself. You
build it with all the contacts you make from your networking and
all the enquiry phone calls you receive. (If anyone contacts
your business you need to capture all their relevant
information. Tell them you'll add them to your mailing list so
that they'll receive all the up to date information)
Buy or rent a mailing list - There are many reputable suppliers
(and some not so reputable) who'll supply you with a closely
targeted list. If you wanted the names of Transport Managers in
the food industry in your city - then they can provide it. For
consumers, they can supply details of people by zip or postal
code, age group, gender, special interests etc. You could
probably get the details of female accountants under thirty,
interested in fishing and living in a specific area of your city
or country. (Not sure why you'd want that, but I'm sure you get
the point)
The product or service has to be appealing - It has to have
benefits or problem solving abilities for the person you're
targeting
It must be clear - easy to understand and be believable
There must be a call to action - There are three things that
someone will do with a piece of direct mail - 1. Scan it and
throw it in the trash 2. Put it aside to make a decision later.
(However later never comes or when it does, most mail will hit
the trash) 3. Take action - Phone the free number or tear off
the pre-paid reply coupon or complete the order form
It's vitally important that your mailing prompts action
immediately.
About the author:
Discover how you can generate more business without having to
cold call! Alan Fairweather is the author of "How to get More
Sales without Selling" This book is packed with practical things
that you can do to – get customers to come to you . Click here
now http://www.howtogetmoresales.com
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