Direct mail remains one of the most powerful ways to generate a lead or a sale – even in an online age.
By itself, your cost per lead and cost per sale should be better than digital 5x itself.
As an integrated, multichannel part of a campaign, it will increase overall performance by over 80%.
For both consumer and B2B marketers, it provides not only a lower cost per lead or sale… it also delivers an audience not reached with digital or broadcast when combined with Transactional Data Modeling (TDM).
That’s right.
Although I personally encourage my clients to use a multichannel approach with 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.
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
Indeed, in a time of economic stagflation your offer takes an even greater importance.
Do you have a hard time putting together a strong offer for your clients?
Want a better direction for your next marketing campaign? Give us a call at 615-933-4647 or email Michael at [email protected].
