8 Direct Mail Enhancements, Other Than Paper, Finishing, Coating

Enhancing your direct mail through paper, finishing, and coatings are great, but there is one more category to discuss. And Part 4 in this series is about “other” direct mail enhancements.

Enhancing your direct mail through paper, finishing, and coatings are great, but there is one more category to discuss. And Part 4 in this series is about “other” direct mail enhancements.

So why use these things in your direct mail? The special effects of enhancements change the appearance, dimensions, and texture of your mail piece. They are beautiful and eye-catching, so that they draw attention to your message and increase your response rates.

So what are some options to consider in beyond paper, finishing, and coatings?

Other Types of Direct Mail Enhancements

  • Die Cuts: There are many options for die cutting, based on your design and desired effect. Make sure to consult with your mail service provider on postal regulations if you are sending a self-mailer. Create something really fun.
  • Maps: If you are trying to drive traffic to a store location or event, use personalized maps to show your prospects and customers how to get there. The easier you make it, the more likely they are to attend.
  • Informed Delivery: The post office has this program that sends emails to people who sign up every day with images of the mail pieces that they will get that day. You can include a web link with the image of your mail piece so that people can start shopping right away.
  • Personalization: Personalization of offers is an easy way to enhance the effectiveness of your mail pieces. When you send someone a special offer tailored to them, you drive response.
  • Augmented Reality: This is a really powerful and engaging enhancement for direct mail. You can make your mail pieces come to life when your prospects or customers scan the piece with their smartphone. This is only limited by your creativity and your budget. Imagine what experience you could create.
  • Video: You can include a video screen on your mail pieces to provide an enhanced way to share your message and create a little fun. Keep them no longer than 3 minutes and make sure they are not just informative but also entertaining.
  • Social Media: When you run social media ads for your mail list on Facebook or Instagram in conjunction with your mail pieces, you increase your response rates. Of course, they need to have the same offer and general design to be recognized as part of the same campaign.
  • Google Ads: Just like with social media ads, Google ads help increase response rates. You target only the people on your mail list by appending IP address information to it.

These are just some of the things you can do with your direct mail to enhance your ROI. When adding these enhancements, you increase the value of your mail piece and make a better impression. What we touch shapes what we feel, so how are you making your prospects and customers feel? Use enhancements to create a better experience.

One thing to keep in mind as you add enhancements, you increase the production time of your pieces. So make sure to add extra time into your schedule. Make the best impression with your next direct mail campaign and see your ROI increase. Are you ready to get started?

Direct Mail Enhancement Strategy: Part 1, Paper Stock

In order to create direct mail that enhances your ROI, you need to come up with a strategy to get attention. There are so many choices for direct mail enhancement strategies. In this series, we will highlight many of the options and, hopefully, spark ideas for your next campaign.

In order to create direct mail that enhances your ROI, you need to come up with a strategy to get attention, as well as offer products or services that are relevant to your audience. There are so many choices for direct mail enhancement strategies now, it can be hard to decide which one will work best. In this series, we will highlight many of the options and, hopefully, spark ideas for your next campaign.

There are four categories to discuss: paper stock, finishing, coatings, and other enhancements. We will break this into four posts, so that you can get more details. Let’s start with paper stock.

Paper Stock

The paper you use is a critical element in the appearance of your direct mail. It can help your mail piece stand out and convey your message.

There are three areas of difference between types of paper: finish, weight, and opacity.

  • Finish refers to the texture and appearance of the paper.
  • The weight of paper refers to its thickness and is measured in pounds, so the higher the number, the thicker the paper.
  • The opacity of paper is determined by its thickness and ink absorbency. Opacity is important, because it affects how much ink will show through on the reverse side of your piece. If a paper is not opaque enough, images printed on another side may show through. This makes reading text impossible, causing your mail panel to be too dark for automation postage rates. Paper with a high degree of opacity is better-able to prevent dark images from showing through. Complete opacity is 100%, and complete transparency is 0%, so take that into consideration when choosing your direct mail paper.

Generally, glossy papers are used for brochures, product sheets, catalogs, posters, postcards, and fliers. Uncoated stock is best for letterhead, envelopes, newsletters, and inserts. Let’s look at the options.

  • Finish: There are five options here: “Coated” is a paper with a waxy finish that can be shiny or matte on one side or two sides. “Uncoated” is a paper with an untreated surface that is dull and unreflective. “Wove” is a smooth, uncoated surface. “Laid” is a paper that is manufactured with textured lines on its surface. This finish is used mostly for business stationery elements, like letterhead and envelopes. “Linen” is similar to a laid finish, but this paper has textured lines on the surface of the sheet that are finer and more regular than those that appear on a laid finish stock. This paper is also frequently used for business stationery.
  • Text: This kind of paper can have a coated or uncoated finish. These lightweight papers are often used for publication interiors, sell sheets, and letters. The most common text weights are 50# – Standard light weight paper, 60# – One grade heavier than standard, 70# – thicker and less transparent, 80# or 100# are pretty thick. But depending on what you want to mail, they may be a good choice. Keep in mind that if you are choosing a text stock for a self-mailer, you need to be at 80# or more to withstand the mail equipment without tearing.
  • Bond: Bond papers are used for letters and generally must be able to run through laser printers. The most common stocks are: 20# – A standard weight paper, 24# – The preferred weight for most business papers, 28# – Heavier paper, less frequently used for letters, but commonly used for envelopes.
  • Cover: These stocks are heavy in weight and, therefore, more rigid; which makes them harder to fold. These papers are generally used for publication covers, self-mailers, and postcards. They can have coated or uncoated finishes. Common weights for cover stocks include: 65# – A lightweight cover stock most common for self-mailers, 80# – Slightly heavier than 65#, works well for report covers, 88# – Heavier than 80#, but still considered a lightweight cover, 100# – Mid-weight cover and is common for postcards, 120# – considered a heavyweight cover. You do not want to fold this one, so stick with postcards.

As you can see, there are a lot of options, and even more than I listed. There are a few other things you should know. Glossy paper stock with a shiny finish looks great. This stock is popular for self-mailers, postcards, fliers, and inserts. Matte text is a non-gloss finished paper. This paper is often used for newsletters, catalog pages, fliers, and self-mailers. Keep in mind when you are sending letters in envelopes, you should match your letter stock and envelope stock for a more professional look and feel.

Paper choice is really important to your direct mail design, because some designs look better on glossy stock while others do not. Your paper should complement your design and message, if you are selling high-end items, purchase high-end paper. Your prospects and customers can feel the difference. Are you ready to get started?

7 Instances of Well-Intended Direct Mail Gone Bad

There are many things that can go wrong with a direct mail campaign. Before you plan your next campaign, see to it that you are not making any mistakes that can not only cost you money, but also responses. Believe it or not, bad direct mail is very common.

There are many things that can go wrong with a direct mail campaign. Before you plan your next campaign, see to it that you are not making any mistakes that can not only cost you money, but also responses. Believe it or not, bad direct mail is very common.

How Direct Mail Goes Wrong

  • List: There are many things that can go wrong with your data. You can have old, outdated information. You can select the wrong people to get the wrong offer. For example, an offer for men only, but some women are entered with the wrong gender code. These can cause problems with personalization and have you sending to people who are no longer interested, who never were interested, or are no longer at that address.
  • Call to Action: Worst case scenario is no call to action at all, followed closely by a poorly worded CTA. In order to drive response, you need a CTA that resonates with your audience.
  • Wordy: Too many words or the wrong words can get your mail piece tossed in the trash. Be concise and to-the-point. Let them know what’s in it for them and how they can get it. Details on products are a turn-off; use benefits to them to draw them in.
  • Images: The wrong images can turn people off or confuse them. Make sure you choose images that support not only your message, but also your brand.
  • Grammar: Misspellings and poor word choices are very common. You need to make sure that your copy is free of errors to get your point across correctly. Mistakes like these give you a bad reputation from which it can take a long time to recover.
  • Format: There are many USPS regulations that can cost you a lot of money if you do not follow them. When you are creating your campaign, it is best to consult with your mail service provider to find out specific details about your design idea. This can save you from paying extra postage or not being able to mail your piece at all.
  • Timing: Granted, there are differences in delivery times across the country, but there is enough information out there for you to plan on a schedule that will most likely occur. If you have a short response window, you need to make sure that the mail piece does not arrive after the window has closed. There is nothing worse than a mail piece that is trying to drive traffic to a store sale, but the mailer arrives after the sale is over. Make sure to allow yourself enough time for concept, design, print, and mail.

This is, by far, not a complete list of bad direct mail, but it does give you a comprehensive look at several key areas where things commonly go wrong. Sometimes, knowing what not to do is the best place to start planning from. Many times, the best way to stop mistakes is to allow enough time for the creative and production processes. It is also a good idea to have someone from outside your organization look over your final concept to make sure that person understands your offer and that it is appealing. Are you ready to get started on better direct mail?

5 Messaging Tricks to Drive Direct Mail Response

We all need to reach ever-increasing direct mail response rate goals. This is a challenge. Although your customers and prospects really like to get mail, you need to make sure that what you send is relevant to them.

We all need to reach ever-increasing direct mail response rate goals. This is a challenge. Although your customers and prospects really like to get mail, you need to make sure that what you send is relevant to them.

Your design grabs attention, but does your mail piece drive enough response? So what can you do differently to increase your response rates? Sending your pieces to the right people is No. 1; but, your messaging is very important, too. How much time do you spend crafting your messaging?

Consider the following when crafting your message:

  • Create Your Core Idea Core messages help people to avoid bad choices by reminding them of what is really important.
  • Uncertainty Can Paralyze Decisions The more we reduce the amount of information and choices in an idea, the more it will resonate.
  • Create Analogies Analogies make it possible to understand compact messages, because they are based on concepts people already know.
  • Create Surprise Unexpected ideas resonate more, because surprise makes us stop and think.
  • Avoid Logic Common sense messaging is not remembered. Why bother? We already know it.

Beyond the ideas above, there are other areas we can focus on that drive direct mail response. Human curiosity requires us to find answers, because it is a gap in our knowledge that we must fill. To get people to be open to our messaging, we need to provide a question that they can’t answer without the information we are about to give them. What people don’t know can be used to entice them to respond to your direct mail.

In order to create interest for a more complex idea or situation, you need to use a clear structure, vivid examples, and fluid language. You should then create a sense of mystery. This will grab attentio,n because people need closure; they will have to read your mail piece to solve the mystery. Make sure to provide clues to assure people they are getting close to the answer. When you do, it compels them to finish in order to get the answer.

Keep in mind that an abstract message is hard to understand and remember. Make sure your messaging is clear and concrete. Concrete language helps people understand new concepts and appeals to the senses. It should appeal to sight, smell, touch, taste, or hearing. The best messages are full of concrete words and images. Some examples are words like tart, cold, green, coarse, or fork. They are real and can easily be seen in the mind.

To make your message even more effective, shift from a “provide information” tactic on your mail piece to a “what questions can I ask” tactic. What do we mean by this? You need to create questions that get people thinking and questioning their own knowledge. You want them to need you to help them. The choice is clear, they need you. Of course, you also need a sense of urgency to get them to respond right away and a call to action that resonates.

Are you ready to get started driving a better direct mail response rate?

Increase Traffic Using Direct Mail With Geomapping

Are you driving enough traffic to your business or event with your current direct mail campaigns? Personalized direct mail pieces with an added personalized map can help increase your visits and event attendance. Direct mail with geomapping allows you to create customized maps.

Are you driving enough traffic to your business or event with your current direct mail campaigns? Personalized direct mail pieces with an added personalized map can help increase your visits and event attendance. Direct mail with geomapping allows you to create customized maps based on your prospect or customer’s mailing address and the location of your business or event.

There are many ways to do this and different features. Let’s take a look.

Map Style Options

  1. Driving or Walking Directions For people who are really close, you may want to offer walking maps.
  2. Fastest or Shortest Routes The fastest routes are not always the shortest distance, so you have your choice of which one you wish to offer.
  3. Map Size Depending on your design, you may want a larger map size.
  4. If you have Multiple Locations, you can have maps for each one, or choose the location closest to the individual you are mailing to.
  5. You can Add Your Logo to the Destination on the map.
  6. Pick a Route Color for Your Map Stand out with vibrant colors.
  7. You can Provide Travel Time.
  8. Add Turn-by-Turn Directions, if you wish.
  9. Multiple Route Options on the Same Map, with different color highlights.

As you can see, there are several options you can choose from. Not only can you use these maps on your direct mail pieces, but you can use them in multichannel campaigns, as well. Remember, the more touches you have with prospects and customers, the more likely they are to respond. It’s not every day that you get a mail piece with a custom map on it. That level of personalization makes your customers and prospects feel special.

The personalized maps are not only eye catching, but super functional. Show people how easy it is to reach you. You can also remove people from your list who are too far away to want to drive to your location. That way, you save money by not sending to people who will not attend. Not only that, if you have multiple locations, you can list three choices for them, with maps to each one. List the closest one first, followed by second and third. This is very helpful when you have events on different days at different locations. They now get to choose what works best for them. Your prospects and customers want to know how long it will take to get to your location or event. So tell them.

Who can help you with personalized geomapping? Here are some providers:

Maps are a great way to grab attention and drive traffic to your location or event. They also help you connect with your prospects and customers at a deeper level, because you are talking directly to them with an easy way to reach you. Some businesses have seen a 6% or better lift by adding personalized maps. Are you ready to get started?

Direct Mail Informed Delivery Enhances Your Campaigns

Are you ready to get more out of your direct mail campaigns? Direct mail is a very powerful marketing channel that can be enhanced by adding Informed Delivery.

Are you ready to get more out of your direct mail campaigns? Direct mail is a very powerful marketing channel that can be enhanced by adding Informed Delivery.

What is Informed Delivery? Basically, you provide to your customers and prospects with more touchpoints, more impressions and, therefore, create more impact. The USPS offers a free service to subscribers, which sends an email to them with an image of that day’s mail.

The default images are not in color, because they are scanned on postal equipment. When you participate in an Informed Delivery campaign, you can replace that image with a color image and even add a web link for quick purchasing or information about your product or service.

How Does Informed Delivery Enhance Your Mailing Results?

  • The USPS has a 72.5% email open rate. People will see your ad.
  • It has a 4.92% clickthrough rate on ads. People do click on the ads.
  • It encourages faster response rates, with the easy link.
  • It provides an easy way to have multiple touchpoints with clients and prospects.

Is It Complicated?

No, and that is the best part. Once you design your mail piece, you should design an image for Informed Delivery and also create a ride along ad. Both will then be sent with the landing page information to the post office, along with a mail.dat file so the post office knows who gets the mail and the ads. When the post office scans the mail piece for delivery, it will send the email to your customer or prospect with that day’s mail. Your color image with the ad and web page will be in that email.

How Can You Measure Results?

You will use your normal measuring tools for your direct mail results, plus the added Informed Delivery results. The best way to do this is to create a special landing page for your Informed Delivery ad and coupon code recipients enter at purchase. This will allow you to track how many hits come to the page, as well as how many purchases are made from the Informed Delivery portion. Your responses from the mail piece will go to a different landing page; they can also come in based on other response mechanisms, like phone or email, depending on what you provide.

Why Use Informed Delivery?

In 2019, there is a very good reason to try it out. Why? Because the post office is having a promotion for Informed Delivery. You can save 2% on your postage just for trying it out. The promotion period is Sept. 1 to Nov. 30. Over 14 million people have registered to receive these emails from the post office and that continues to grow daily. Many marketers are looking at new ways to use direct mail and Informed Delivery can help you grow your ROI. Are you ready to get started?

6 Ways to Use the 2019 USPS Promotions to Your Advantage

USPS promotions are back for 2019. Do you have a planned marketing strategy to not only save money on postage, but really stand out? There are a variety of programs to choose from, so you should be able to find at least one that is a good fit for you.

USPS promotions are back for 2019. Do you have a planned marketing strategy to not only save money on postage, but really stand out? There are a variety of programs to choose from, so you should be able to find at least one that is a good fit for you.

If you are planning mailings in 2019, why not participate in a promotion and save money on postage?

Let’s take an in-depth look at each program:

6 Direct Mail Postage-Saving Promotions

  1. Tactile, Sensory and Interactive Promotion — This program runs from Feb.1 to July 31. Use this program to highlight special finishing technologies that engage the senses. Some ideas are special visual effects, sound, scent, texture/tactile coatings and even taste. In addition, you can create interactive mail pieces, such as pop-ups, infinite folds or other dimensional aspects. This is a really fun one that can only be done with print marketing.
  2. 2019 Emerging and Advanced Technology Promotion — This program runs from March 1 to Aug. 31. Use this program to engage customers and prospects by use of mobile technology in direct mail. This can be done with QR Codes, augmented reality, NFC, video and more. This is a very powerful way to create a longer connection and increase the effectiveness of your message.
  3. 2019 Earned Value Promotion — This program runs from April 1 to June 30. This will have a more limited application, because it is only for companies that use reply mail. If you use reply mail, use this program to save postage on each piece of business reply mail and courtesy reply mail you get sent to you.
  4. 2019 Personalized Color Transpromo Promotion — This program runs from July 1 to Dec. 31. Use this program to add color marketing messaging on your bills and statements. Turn transactional mail into promotional pieces, also.
  5. 2019 Mobile Shopping Promotion — This program runs from Aug. 1 to Dec. 31. Use this program if you are selling products during the holiday shopping season. By adding mobile technology to your mail that allows your customers or prospects to make a purchase or pursue other online shopping experiences, you can qualify to save on postage.
  6. 2019 Informed Delivery Promotion — This program runs from Sept. 1 to Nov. 30. Use this program of Informed Delivery, which will send an email to people with a color picture of your mail piece to let them know what is coming in their mail box that day. You can even provide a clickable link so that people can start purchasing right then.

Each of these promotions provides a 2% postage discount at the time of mailing, except for the earned value — which provides 3 cents, per piece returned. You can participate in as many of the promotions as you would like. Each promotion requires registration to participate and reporting after the mailing is complete, but they are worth the savings. Are you ready to get started?

5 Key Direct Mail Design Strategies and Elements

After your list, your direct mail design strategy is critical. Your images, layout, fonts and colors all contribute to whether your mail piece will be read or thrown away. Obviously we want our mail pieces read and acted upon, so how do we best design our direct mail pieces to accomplish that?

After your list, your direct mail design strategy is critical. Your images, layout, fonts and colors all contribute to whether your mail piece will be read or thrown away. Obviously we want our mail pieces read and acted upon, so how do we best design our direct mail pieces to accomplish that?

5 Key Design Elements

  1. Images — These are extremely important. Images that are emotionally compelling work really well. Facial images stand out and our eyes are naturally drawn to them, so use faces if possible. You can also use images that are iconic and easily recognizable; our eyes and attentions are drawn to familiar images. You need to make sure that you are using images that are consistent with your brand and your message.
  2. Fonts — These are commonly overlooked in direct mail marketing. Not all fonts are the same. When you use interesting or unique fonts, you draw people in. Be careful about using too many different fonts. Your mail piece can look cluttered with too many fonts. The same goes for font sizes, try not to use more than three sizes throughout your mail piece.
  3. Layout — The layout of your mail piece is crucial to response rates. You need to make sure you include white space so that the layout is not cluttered and overwhelming. Images and concise copy need to flow together in sync with each other. Depending on the type of mail piece you may need more than one image, so make sure they work together and do not clash. Do not place wording over the top of images, it will be ignored.
  4. Copy — Keep in mind that people find it easier to read copy that starts on the outer left edge and reads into the center. They pay less attention to copy that starts in the center and reads to the right edge. Make sure you are concise and use common language without acronyms. You want to make it easy to understand quickly.
  5. Color — Colors evoke emotional responses on a subconscious level. Choosing the right colors on your mail piece can make a difference. If you are not sure what colors are right for you, there are many color guides online you can check out.

All five of these elements must work together to create an irresistible mail piece. Your message and call to action are also important so make sure you plan those out thoroughly, too. Your design is there to stand out in the mail box and compel your prospects and customers to read your message and respond. Once you have a design in place, it is a good idea to show it to a few customers to get feedback before your roll it out. You want to make sure that it is compelling to them. If not, you will need to fix areas that they identify as issues.

Direct mail design can seem daunting, but if you take it a step at a time, you will have a well-designed piece before you know it. Keep in mind when you are choosing your mail piece format that you need to allow enough room for your images and messaging. This may mean that a small postcard is not going to work. The last thing to remember before you print is to make sure you are meeting postal requirements. You do not want to have to pay extra postage because your design did not meet regulations. If you are not sure, send a PDF file to your mail service provider to review. They can let you know of any issues before you print. Are you ready to get started?

The Smart Marketing Strategy of Direct Mail Psychology

The strategic use of psychology in direct mail can drive amazing results. Did you know that our brain is doing most of its work outside of our consciousness? If we are able to create a good direct mail psychology strategy that enables us to tap into subconscious decisions, we can generate a greater response from prospects and customers.

The strategic use of psychology in direct mail can drive amazing results. Did you know that our brain is doing most of its work outside of our consciousness? If we are able to create a good direct mail psychology strategy that enables us to tap into subconscious decisions, we can generate a greater response from prospects and customers.

How can this work?

  1. Emotional Triggers — Both men and women need emotional engagement for direct mail to work. This requires the use of both good emotional copy and imagery. Segmentation can really help you target the right people with the right emotional copy and images.
  2. Overload — When there is too much clutter of messages, either copy or images, the brain cannot process it. Make sure that you leave white space and use concise copy so that the brain can easily process your message.
  3. Interesting — The brain likes puzzles and humor. Keep them simple for easy understanding. They are effective, with increased engagement.
  4. Women and Empathy — If your audience is women, you need to tap into empathy. Women engage with images depicting faces and direct eye contact. Women also respond to group/community activity images and, of course, babies, too. Some women will pay attention to messages that make life easier, celebrate her or allow her to do multiple things.

A complicated mail message will most likely be ignored by the brain. There are ways to simplify your copy and images to capture attention.

How to Capture Attention

Novelty — This is the No. 1 way to capture attention. Our brains are trained to look for something new and cool. A novel message or layout can really help you stand out in the mail box.

Eye Contact — Humans are social beings. Images of people or animals making eye contact with your prospects or customers grab attention and draw them into the mail piece.

When you are able to integrate a multiple sensory experience into your mail piece, you create a richer and deeper engagement with your audience.

How to use the senses:

  • Vision — A quarter of the human brain is used for visual processing. It is the strongest sense we have. Great images can compel high response rates for your direct mail.
  • Smell — Our sense of smell is hard-wired directly to our memory and emotions. Smells can invoke immediate reactions. This can be harder to do with direct mail, but when used correctly, it is powerful. If you do decide to use a scent, make sure it fits your branding and message.
  • Taste — Although it is possible to make edible direct mail, getting people to actually try it is another story. This is a good sense, but smell can trigger what you need without trying to get people to eat your mailer.
  • Hearing — Adding sound to your mail piece can be a bit costly, but depending on what you are selling, it may be just what you need. For instance, a casino that wants to drive more people to slot machines can send a mailer with the sound of coins dropping.
  • Touch — This one is, by far, my favorite besides vision for direct mail. With our fingertips being the most sensitive to how things feel, adding special textures and coatings can really make your mail piece pop.

As you can see, the brain is powerful and is very good at ignoring messages. Taking the time to consider all of these psychological factors can really help you drive your response rates up. As always, focusing your messaging with targeted segments to really reach the right people with the right message will increase the success of your mail campaigns. Are you ready to get started?

Create Direct Mail Alignment for Better Results

The strategy of direct mail alignment with your other marketing channels is crucial for your success. Mixed messages, poor clarity and too many points of view confuse your prospects and customers so they don’t make a purchase. Aligning your messaging across channels is the best strategy to give you better results.

The strategy of direct mail alignment with your other marketing channels is crucial for your success. Mixed messages, poor clarity and too many points of view confuse your prospects and customers so they don’t make a purchase. Aligning your messaging across channels is the best strategy to give you better results.

Good marketing alignment provides:

  • Engagement: People are more engaged with your mail piece when they understand what you are saying. They must be able to easily see what the key benefits are to them and why they matter.
  • Trust: Alignment across your marketing channels provides greater clarity and trust. When people trust you, they buy from you. Since direct mail is considered to be the most trustworthy marketing channel, take advantage of it.
  • Performance: When you align, you are able to meet customer and prospect expectations. This leads to more purchases and better marketing performance.

So how can you come up with aligned messaging? Find the right problem to solve with your product or service for your customers and prospects. You must deliver a value to them and you do that by solving their problems. If you are not sure of how best to articulate your message as solving a problem, talk to some of your current customers. Their feedback can help you articulate better messaging.

With direct mail alignment with other marketing channels, you find that prospects and customers are pulled into the purchase zone. It is a natural occurrence when people are engaged with your company and want to be a part of the experience you have created across marketing channels. Remember that emotion is the key to drive response. How can people get an emotional attachment to your messaging if it is not clear and resonates throughout all of your marketing messaging?

Your customers and prospects need to know that you can provide them with three key things:

  1. Attention: They want to feel as though you think they are special. You can do this with personalization and special offers. Only send relevant marketing to them. I once received a mailer that wanted me to become a member of an organization that I had already been a member of for over 14 years. I felt insulted and not valued. Be sure to send the right offer to the right people.
  2. Competency: They want to feel that you know what you are doing and will provide them with a good product or service. You can help build up their view of you by using testimonials from current customers.
  3. Caring: They want to feel that you care about them as individuals. Give them a little extra love with a bonus offer or gift after they order. Make them want to continue to do business with you.

When your story messaging meets all three points, it resonates more — which leads to increased response. Your marketing strategy should align your messaging effectively. How do you do that? Remember that people love and relate to stories. When you are able to create your messaging in story form, you build authenticity, trust, empathy and engagement — which all lead to purchasing from you. This story can then be used strategically across all of your marketing channels to enhance your results.

This will take planning and time to prefect; however, the results are well worth it. Are you ready to get started?