We hear a lot of talk about junk mail nowadays. Many people will tell you that they dump it straight in the trash. But why do you think so many organisations send out so called junk mail - because it works!
I dump most of my junk mail just like everyone else, but every so often I'm attracted and respond to something that comes through the mail. Whatever it is, grabs my interest just at the right time. Sometimes it's a mailing I've seen several times and I've been slightly interested; however, there comes a time when I decide to do something about it.
Research has shown that, on average, people need to see an advertisement seven times before they respond - it's the same with direct mail.
I'm not looking for a new credit card at present; however there are thousands of people who are. These people will respond to a credit card company mailing because they want a new card with a better interest rate or because their other card is at its limit or they want to transfer a balance.
It has to be said that the average response rate for direct mailing is less than 1% and as you'll appreciate, the large organisations send out millions of direct mailers. Small to medium sized businesses can have success with direct mailing by keeping it small, focussed and personal.
Target the right people - You need to have a good mailing list. The best one you can have is the one you've built yourself. You build it with all the contacts you make from your networking and all the enquiry phone calls you receive. (If anyone contacts your business you need to capture all their relevant information. Tell them you'll add them to your mailing list so that they'll receive all the up to date information)
Buy or rent a mailing list - There are many reputable suppliers (and some not so reputable) who'll supply you with a closely targeted list. If you wanted the names of Transport Managers in the food industry in your city - then they can provide it. For consumers, they can supply details of people by zip or postal code, age group, gender, special interests etc. You could probably get the details of female accountants under thirty, interested in fishing and living in a specific area of your city or country. (Not sure why you'd want that, but I'm sure you get the point)
The product or service has to be appealing - It has to have benefits or problem solving abilities for the person you're targeting
It must be clear - easy to understand and be believable
There must be a call to action - There are three things that someone will do with a piece of direct mail - 1. Scan it and throw it in the trash 2. Put it aside to make a decision later. (However later never comes or when it does, most mail will hit the trash) 3. Take action - Phone the free number or tear off the pre-paid reply coupon or complete the order form
It's vitally important that your mailing prompts action immediately.
Discover how you can generate more business without having to cold call! Alan Fairweather is the author of "How to get More Sales without Selling" This book is packed with practical things that you can do to ? get customers to come to you . Click here now http://www.howtogetmoresales.com
tidy up service Glenview ..Traditional advertising methods are still being used for almost 90%... Read More
KEEPING INTEREST HIGH: Supervision is key to the success of... Read More
Ask anyone trapped in a cubical about their entrepreneurial dream... Read More
If you run a pressure washing business it is a... Read More
Is this you?You dreamed of owning your own business, doing... Read More
Most smart entrepreneurs and all large corporations have Employee Relations... Read More
Franchisors of home based and mobile businesses need to carefully... Read More
A suggestion box is a really good idea for your... Read More
Today is a Red Letter Day! It's special because today... Read More
Since you own a business you probably have liability insurance... Read More
Perhaps you are building a new home office or you... Read More
There's been a recent rise in the number of elderly... Read More
What was your aim when you went into business for... Read More
Q: I will be retiring this year at age 60... Read More
Outsourcing is the strategic use of outside resources to perform... Read More
Pardon my enthusiasm, but a large part of your small... Read More
Sexual Harassment is a disturbing part of employment life in... Read More
Franchising has made the world look really small. The well... Read More
BioTechs even with the latest news had shed over 1000... Read More
Hi, Charles...here, Your Cap and t-shirt guy From Texas. How... Read More
What is in an information plan?Before you even meet with... Read More
Mobile carwashing is hard work, it is tough on the... Read More
Image of your franchise automotive outlet is so important. Some... Read More
Most doctors never distinguish the difference between customers and patients.... Read More
Large corporations use employee manuals to both educate employees about... Read More
full-service cleaning Mundelein ..No matter your age or station in life, we all... Read More
Running a small business requires many skills. However, to do... Read More
The start of a new year is a time for... Read More
So often small service businesses fail to exploit niches, which... Read More
Every home business has the same problem of how to... Read More
Small business owners often enter their field with great expectations.... Read More
There are many potential niches for pressure washing companies that... Read More
You've heard marketing and advertising gurus quip, "Sell the sizzle,... Read More
That's right ? are you making enough mistakes in your... Read More
Many auto detailers fall short in their sales presentations. I... Read More
Every business plan book tells you how the Executive Summary... Read More
If you have ever had your antique shop or mall... Read More
Q: I have outgrown my home office and need to... Read More
SBIR vs. STTR: If you are participating in the SBIR... Read More
So what exactly is a "Small Business Lone Ranger?" A... Read More
A lot of business owners I've spoken with lately have... Read More
I love lists. I make them for everything. And I'm... Read More
It behooves every professional mobile auto detailer to stay up... Read More
Passion. Passion alone can make your business successful. As an... Read More
Once you've decided to incorporate your small business the next... Read More
Everyone loves a good story. Whether it's the story of... Read More
The following tips have come from a wide variety of... Read More
As an Investment Representative you've worked hard to build trust... Read More
As a practise gets larger & larger the associated problems... Read More
A recent survey indicated that clean Taxi Cabs Fleets have... Read More
Small Business |