Direct mail remains one of the most powerful ways to generate a lead or a sale – even in an online age.
For both consumer and B2B marketers, it provides a low cost per lead or sale … and delivers an audience not reached with digital or broadcast.
Although I personally encourage my clients to use other media like Facebook, banner ads, email blasts, display ads and broadcast radio and TV in their marketing efforts, repeatedly we find that the power of direct mail — even in this online age — is still the #1 most effective way of marketing for immediate, tangible response.
And that’s even more the case with using an integrated, multimedia approach.
Plus, today the new, advanced modeling creates incredible accuracy through precise targeting of your audience
But many who try direct mail make a costly blunder. Let me tell you about the #1 blunder:
A poorly constructed offer.
It’s unbelievable how much money is wasted because marketers do not have a powerful offer.
The offer is what the prospect or client gets … it’s the perceived value of what you’re presenting.
It’s not what you get.
It’s not from your perspective.
It’s the value proposition powerfully displayed for a direct sell … it’s what the prospect gets.
The offer should include these four keys to success:
- The right pricing for a direct sell … or construction of a FREE offer
- A FREE premium … usually editorial
- A discount, if it’s a direct sell and appropriate
- An ironclad guarantee, if appropriate
Do you have a hard time putting together a strong offer for your clients? Want a better direction for you next marketing campaign? Call me at (310) 212-5727 or email Caleb at firstname.lastname@example.org. I look forward to working with you!
Here are the rest of this week’s articles: