How to Improve/Create Response from your Direct Mail Advertisement

There are four simple steps in creating response from your direct mail advertisement. If you follow these steps you will increase your profits.

50% of your response comes from who you mail to. An outrageous example would be a hardwood floor installer mailing his direct mail piece to apartment dwellers. I see restaurants, home improvement, and service companies complain or stop their marketing because they are mailing to residences that do not have the income or more importantly the disposable income to buy their products and or services. If you are not mailing to the right people they will not buy from you.

20% of your response comes from your offer. Another outrageous example is a pizza restaurant offering a free pizza vs. another pizzeria offering a dollar off a supreme pizza; or a painter offering free pressure washing with a purchase of an outside paint job vs. another painter who is offering a hundred dollar discount. Consumers want something FREE or something of VALUE for less. Every company is in the business to generate and keep customers. If they can do this profits will follow. Think about your industry and what you can offer to get that new customer. If you have to give something away for free or at a considerable discount do it. The client will buy from you and if you deliver a good product or service they will continue to buy from you and tell their friends to buy from you.

20% of your response comes from words and pictures. So many times I see a company with good products and or services that have good offers but horrible pictures and text. When mailing to consumers you do not have the ability to speak to them or to overcome their objections. You must use words and text to communicate what you are selling and why the consumer should buy from you instead of your competition. Give the consumer a reason to buy and they will if your pricing is competitive. Give them benefits and use pictures to show them your product. If you are selling a service that will help protect their family show pictures of families. If you are selling food that looks and tastes good show them your food. If you can clearly tell them why to buy they will.

10% of your response comes from the overall look of the advertisement. Once you have taken the time and followed the steps above make the overall advertisement look good. Choose colors that pop, make the text easy to read and not all bunched together. Remember, you only have a few seconds to grab the consumer’s attention or the piece is going right in the trash can.

Lastly and just as important as all the steps above make it easy for the consumer to buy from you, if you have a phone number on your advertisement make sure that you have some one answering the phone with a great attitude who will make the consumer happy that they called. If you do not or can not have someone answering the phones make sure you have an easy way to capture the calls and then return them as soon as possible. Operate with the sun down rule; return all your calls before the sun goes down. If you have a retail establishment make sure your place is clean and appealing. When ever some one walks into the store greet them with a friendly hello and ask them how you can help them. Time and time again I see restaurants that are dirty and have poor service. Their food may be excellent but their client retention is horrible. The same goes for the service industry. Rude or pushy people answering the phones and messages not returned is not a way to attract and keep new clients.

If you have any questions or concerns with your current direct mail piece or if you have never created one and are interested call our office at 770-924-8526 or visit www.MoneyMailerOfAtlanta.com