Direct Mail: A New Perspective

The key to effective direct mail is perspective. Perspective is a particular attitude toward or way of regarding something; a point of view. Why is this so important in direct mail marketing? Knowing your audience and how they will perceive your message can make or break your results

The key to effective direct mail is perspective. Perspective is a particular attitude toward or way of regarding something; a point of view. Why is this so important in direct mail marketing? Knowing your audience and how they will perceive your message can make or break your results.

Many marketers spend all their time focused on the list and the creative, leaving the messaging as an afterthought. This does not work. All three components work together to get you top results with direct mail. So, how can you create better messaging?

Six keys to generate powerful messaging based on perspective:

  1. Focus: Who is your target audience? What are they interested in? What makes them tick?
  2. Benefits: What is your product or service going to do for your audience?
  3. Conversation: You are creating a conversation about your product or service with your audience. This may mean that it stretches across more than one marketing channel. You may start off the conversation with direct mail and lead them online to more information on your website or social media accounts.
  4. Opinions: Otherwise known as testimonials about your product or service by people like your audience. Real people making real statements are powerful persuasions.
  5. Inspire: If you can create language that inspires people to action, you have powerful means to generate response. This is your best call to action. How will you inspire?
  6. Review: Approach current customers who are similar to your target audience to solicit their views on your messaging. Are you getting the right message across? Does the call to action work? What would they say differently, you may be surprised at what you learn.

By taking the time to write your messaging to the perspective of the prospect/customer, you are first validating their position and thus grabbing their attention. Next you are creating an open environment to generate response. Make sure that you provide multiple ways to respond, such as phone, website, in person, mobile, social media and any others that are available to you.

Perspective is not about shoving products or services at people who should want them, but showing them how and why they need your products or services. Creating a belief of need in your product or service that they generate for themselves based on information your provided is the most powerful message you have. Take the time to write your messaging in this way.

Remember that you should create different messaging for different audiences even within the same campaign. Variable messaging will help you improve your results. You should test your messaging as well. See what works better and build on that. Always track your results. There are many ways to do that, from URL’s, phone numbers and special offer codes. Find what works best for you and implement it right away. Perspective can provide you with the means to better ROI.

Author: Summer Gould

A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: summer.gould@eyecomm.org, on LinkedIn, or on Twitter @sumgould.

One thought on “Direct Mail: A New Perspective”

  1. Here, we are mixing channel with content. Direct mail’s role has always been to generate responders who can be converted. It’s had a new one since the internet: Get the target market to a web site, landing page, social, mobile, other. This enables marketers to engage their targets across multiple channels at FAR lower cost, eliminating the need to continue to mail these individuals

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