How is it possible to do a direct marketing campaign without over spending? Direct marketing has been given a bad wrap with email marketing taking over the way products and services are presented to consumers and businesses. The truth of the matter is that we read most things in the mail more often than we read all the emails that come to the inbox. Lately, there has been a barrage of postcard mailers, some regular size and more in a larger size. It does not matter what size, most people tend to glance at the postcards if it catches their eye. Using postcards will certainly reduce the postal rate, however, even USPS has been diving into the postcard mania. Unique shapes are now postal friendly, take a look as www.usps.com and check out their new mailers. The postal rate may be a bit higher but the noticeability of the pieces is well worth the effort. As a consultant, you may not think of postcards as being professional enough. Think again, many professional services have been using postcards for years. They are used as reminders for appointments, announcements of new partners, save the date reminders, and much more. If you use a postcard appropriately to the right target audience, your message will be read. If your name is recognizable this will also increase the chances of being noticed. Beyond postcards is the standard letter of introduction. Before thinking about letters, it is best to have a specific target in mind. In other words, the customer needs to be defined right down to the correct name, address, and position within the company. It may take some research to get what you want but there are many tools on the internet that will help get the right information. If you belong to jigsaw.com or linkedin.com you will have a step up on finding the key data. Once the information is retrieved, call the company to determine whether that contact is still working for the company in the same capacity. When you are armed with the correct name, address, etc., the letter you send will at least be given to the right person or their gatekeeper. Now for the letter: First, address the letter personally. Second, add a sizzle title line that will get immediate attention without claiming incredible results or making your organization look like you are selling products or services. You want this headline to resonate with a typical problem in the industry. Third, introduce your company and give a brief three to five point summary of what you are offering Last, close the letter with an action statement. Tell the prospect you will be calling to discuss services or set an appointment. If you want to save dollars, only send out targeted direct mail, to specific people and follow-up. If you really want attention, send them something of value such as a white paper, books, or anything of value. People love presents not matter what their title. |
