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
disinfecting cleaning services Winnetka ..How much is your time really worth? Is it worth... Read More
It has been said that the only constant is change.... Read More
If you're anything like me then you dislike with a... Read More
As a small business owner, outsourcing work to Virtual Assistants... Read More
When you hear the word "success" does it bring on... Read More
Never underestimate the power of perception! Perception plays a major... Read More
When should you leverage the relationship?Leveraging sometimes brings a negative... Read More
I propose this thought on the subject of Franchisee territory... Read More
Many years ago, I had warned the carwash industry of... Read More
If you are worried about how many different business cards... Read More
When it comes to cost, how much can you afford... Read More
All legitimate home business entrepreneurs insist and announce loud and... Read More
"Order Now!" "Your Business Will Fail If You Don't Have... Read More
Starting a business? For many people, the bravery to venture... Read More
You are probably hard at work promoting your business (and... Read More
Have you ever heard the phrase, 'PREPONDERANCE OF PROOF'?I recently... Read More
Ok, so next to the taxman, your company payroll department... Read More
I was floored! I couldn't believe what they were saying!... Read More
When is the Chamber ideal for your business?Joining a Chamber... Read More
As a solo entrepreneur or small business owner, one of... Read More
If you own a Pressure Washing Company and wish to... Read More
What types of companies do you want to align yourself... Read More
Whether you are an Entrepreneur or Business Professional there are... Read More
One major issue not being addressed right now in the... Read More
Franchisors of home based and mobile businesses need to carefully... Read More
last minute cleaning help Highland Park ..In a quest for customers and to keep those customers,... Read More
Writing a business plan is a fundamental step to ensuring... Read More
Why would you use an event pass?Event passes are often... Read More
Why does research and education play an important part of... Read More
Time. As a small business owner, it's the commodity you... Read More
In your small business debt collection laws will eventually become... Read More
Service Cleaning Businesses must maintain their equipment in order to... Read More
The difference between rates and wages is not always clear... Read More
There will come a time in your business where you... Read More
Never underestimate the power of perception! Perception plays a major... Read More
Ask anyone trapped in a cubical about their entrepreneurial dream... Read More
Everyday, customers and business owners are bombarded with billboards, logos,... Read More
Approximately 200,000 new businesses are started each year. More people... Read More
What is the satisfaction & expectation review of the business... Read More
If you are thinking of turning your current into a... Read More
The following tips have come from a wide variety of... Read More
The Franchise Group at the Federal Trade Commission in all... Read More
You'd like to go into business for yourself, and believe... Read More
Pressure washing companies must look for customers in the retail... Read More
THE PSYCHOLOGY OF PRICINGIn case you hadn't noticed, people can... Read More
How is your pipeline structured?I assume most of you have... Read More
There are many factors to be considered when you are... Read More
Should your business have a toll free number for customers... Read More
When you go into business for yourself, there are many... Read More
The easiest way to lift profits is to cut the... Read More
Small Business |