Marketing in an age of skepticism is always difficult.
In the case of direct mail, your prospects automatically perceive that you’re selling them something.
When that happens, they will not even want to discover what you have to offer.
They will not be looking at your landing page, video, email, or direct mail piece to see your product or service because they believe it won’t be in their self-interest to read the content. They’ll believe you’re simply there to take their money.
Fortunately, I have a solution for you – Value Added Marketing (VAM).
Value Added Marketing helps to:
- override initial suspicion…
- develop a relationship with your prospects, and…
- dramatically increase your response rate…
Direct Mail Value Added Marketing skyrockets response. This is how it is done.
Here are 6 things you should know about direct mail Value Added Marketing and how to use this powerful tool to increase response to your marketing now.
Let’s look at VAM in a direct mail piece for Wine of the Month Club and other projects I’ve worked on.
- A value-added direct component will get your prospects to open your envelope.
Use “tease copy” on the front of your envelope to tell your prospects there’s something special inside… and they’ll be more likely to rip it open to discover what’s in it for them.
For example, I put a note about “A Free Checklist” outside the envelope for Wine of the Month Club to generate curiosity.
I also included a list of other value-added pieces that prospects could get for free, including a “wine exploration course” and a bonus bottle of wine.
With this kind of copy, the reader immediately sees that they have something to gain for FREE from your offer – and they’ll want to respond.
Other examples include an envelope I created that said, “Free Coin Guide Enclosed,” for my client Monaco Rare Coins.
Another was a “World Conflict Map Enclosed” on the envelope for a direct mail piece to those involved in international relationships and the military.
- A direct mail value-added component does not have to be expensive, but it must have value.
A value-added piece doesn’t have to be pricey, but it should be considered useful and worth keeping by your prospects.
For example, you can use a calendar, map, or article reprint as a value-added piece.
Remember that a value-added piece needs to be something that somebody would not only want but preferably want to keep.
- There is a great deal of variety of value-added components.
Value-added pieces can range in purpose, usage, look and feel.
Think creatively about what your prospects would want from you and how to capture their attention.
For example, a creative value-added component I’ve created for Children’s Hospital Los Angeles:
Showing through the envelope was a free nickel. Most prospects opened the envelope just to get the coin – after all, it’s difficult to throw away money.
But, once they’ve opened the envelope, they’re likely to take a look at your offer to find out why you’ve just given them a nickel.
- Value-added components help create the relationship you need with prospects.
Value-added pieces help create a sense of trust and generosity with a prospect and help you generate more leads and sales. They motivate a person to make a purchase or a contribution.
The bottom line is this: you are not taking money from a prospective client’s pocket. You’re trying to help them.
That’s how you should be positioned with a prospective client. That’s great marketing.
One example of a direct mail package that uses value-added marketing to build relationships was from a Christian organization called “The Navigators.” They put together a direct mail piece for Christmas that included the following free gifts:
- Personalized return address stickers
- A booklet of Christmas carols
- Christmas-themed envelope seals
- A themed desk calendar
- A personalized certificate of appreciation
- A “Christmas Fun” booklet
This was a very extensive value-added campaign with multiple pieces. However, they understood that adding value to an offer builds a relationship.
- Be creative in what you want to offer to prospects.
When thinking of a value-added piece, think about your specific prospects and about your offer.
For example, if you are offering a product or service aimed at kids’ education, you could offer an article reprint such as “7 Surprising Ways to Help your Child Learn – Enclosed” for direct mail pieces to parents of young children.
Or, for one product I helped market to seniors, the value-added piece was a “Hospital Survival Checklist.” This got a great response.
- Value-added components can totally change the tone of your direct mail piece.
Finally, value-added components change the tone of your direct mail piece by communicating that you don’t just want to sell the person something. You want to help them. It builds relationships with a prospective client by providing them with something they want to keep.
Value-added marketing would ultimately change their perception that you’re there to take from them — a value-added component says that you’re there to give.
If you want to discuss incorporating value-added components into your marketing strategy, call Michael at 615-933-4647 or email at [email protected].
