Direct mail is a praiseworthy channel for generating new sales leads for a telemarketing crew, field sales force, catalog distribution, or direct mail fulfillment. However, getting effective prospects via direct mail is different. Here are some tips for effective lead generation.
1. A PACKAGE WORKS BETTER THAN A SELF MAILER
Let's face it, self mailers tend to look exactly like what they are...advertising. However, a package can bring you in double digit replies if done properly. One of the best I've seen lately is from a company in Minnesota that produces miniature "infomercials" on video cassettes that you can send a prospect. It is smartly wrapped in a box that looks like a U.S. Postal Overnight delivery package. I can guarantee that this offer gets opened and probably viewed every time it's sent.
2. SELL BENEFITS, NOT FEATURES
You'll get a lot more leads if you "sell the sizzle, not the steak." "Wake up without a tired back!" is the benefit. The feature is the mattress springs. Which do you want to read about? Many lead packages don't even need a brochure. An emotionally driven letter and simple reply device will usually do the trick.
3. PERSONALIZE IT
Mail merging and computer personalization will get you higher response. It will also make your company look more professional too.
4. OFFER A NO-RISK PACKAGE
Be sure to let your prospect know "There is no risk or obligation!" You are trying in most cases to open a door not "close" it.
5. GIVE READERS A DEADLINE
If none exists, create one. You will get more leads this way. *Note: If you do place a deadline on your offer, you must live by it. There are regulations in virtually every state. If you later choose, you can always administratively extend the deadline... can't you?
6. ALWAYS INCLUDE A BUSINESS REPLY POSTAGE
This piece needs as much care and attention as the other components of the mailer. Failure to include this critical ingredient can doom you to a miserable response. Be sure to follow U.S. Postal service guidelines before printing your reply pieces.
7. INCLUDE A REPLY CARD AND PHONE NUMBER
The world communicates many ways. Offer your client multiple choices of replying to your offer. Be sure to offer fax, E-mail, Web page response form, return card, return envelope, and "800" number. A lot of companies rely only on a toll-free number only to facilitate response. That's a mistake. Well documented studies indicate you will double your response if you include a business reply card or other form for written response. Apparently, some people just don't like to call for fear of being accosted by a salesman over the phone. Amazing!
8. OFFER A "BONUS"
You know, like they do on those infomercials on TV. Say, "But wait, that's not all! Call now and you will also receive a matching..., The bonus item can be something as simple as a calendar or as nice as a pair of running shoes I just saw offered as a giveaway by a major company.
9. REPEAT YOUR OFFER ON YOUR WEB SITE
Many people will discover you via the Web if you are properly linked. Others will simply want to validate your company (and your offer) by checking you out on the Web. Be ready for them.
Copyright © 2006 Curley Direct Mail. All Rights Reserved.