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First and foremost - You should identify your target market. Target your direct marketing lists. Identify who you are selling to, and why they should buy from you instead of your competition. Keep in mind that placing your offer in front of 100 targeted response leads that have shown an interest or have a history of using your product or service can be much more effective than marketing to 1000 non pre-qualified leads.
Find an angle: Attract attention with your mail piece, grab your prospects interest, and hook them in with your offer. The goal is to offer the sales prospects something so irresistible that he or she will immediately want it. Some companies will hook new clients in with an offer close to cost with hopes of retaining the clients in the future.
Your message: Choose a benefit with enough appeal to play on impulse buyers emotions. Know why people buy and identify their want or need. What problem are you going to solve? What "want" will you fulfill? Make sure that your direct mail creative is appealing, start at the stamp and go from there.
Prove it to them: Explain how your service, or your product will perform, and fulfill the prospects wants or needs.
Make it easy to buy: If you want them to place an order make it as easy to make a purchase or gather more information as possible. If you want folks to call you, get a Toll-Free number, if you want to generate a lead, create an easy to fill out form on your website. You may want to include a business reply card with your direct mail piece.
Motivate your prospects take action: Use coupons and other time sensitive limited-term sale offers to create a feel of urgency, promotional techniques like coupons with expiration in bold will highly increase your response rate.
Brian E. Knapp
Capital Media Services Inc
PH: 919-329-2504 ext 102
Stop Burying Digital Advertising
Inside Higher Ed (blog)
There is power in closely aligning digital (as well as social) advertising with traditional marketing efforts. To me, there is an obvious place for digital advertising in the marketing mix, but do we need to scrape the bottom of the supply-side barrel ...
Obamacare: Death By A Thousand Advertising Cuts
Obamacare is still the law of the land, but the Trump administration and Republicans in Congress are determined to undermine the law in the hope it will cease to function. One of the strategies is to cut advertising funding for ACA insurance plans. If ...
Apple Could Become a Multibillion-Dollar Ad Business. Here's How
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Burlington County Times
The facts behind some of the advertising in the MacArthur-Kim contest
Burlington County Times
These days, every time you turn on a television, open your mailbox or log onto a computer, there's a decent chance you'll spot a political advertisement making claims about the candidates in the contentious 3rd Congressional District contest. Far-left ...
Apple Advertising: Their Next Multi-Billion Dollar Business?
Senior Analyst at Berstein, Toni Sacconaghi, released a note today predicting that Apple's advertising business will be worth billions by 2020. Similar to Amazon, Apple is incrementally focusing on expanding adverting opportunities, especially within ...
Lisbon Tech International Advertising Festival Now Open for Entries
Branding in Asia Magazine
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InMobi Acquires US Based Advertising and Data Company, Pinsight Media
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Advertising Litigator Holly Melton Joins Crowell & Moring as Partner in New York
PR Newswire (press release)
NEW YORK, Oct. 22, 2018 /PRNewswire/ -- Crowell & Moring LLP is pleased to announce the addition of advertising lawyer Holly A. Melton to its New York office as a partner. A seasoned litigator with nearly 20 years of experience, Melton will be a key ...
The Fashion Law (blog)
Netflix Is Being Accused of "False Advertising," Racism Over its Personalized Imagery
The Fashion Law (blog)
“With a catalog spanning thousands of titles and a diverse member base spanning over 137 million accounts [in over 190 countries], recommending the titles that are just right for each member is crucial,” according to Netflix. In order to not only ...
We are Social Media (press release) (blog)
Facebook Is Testing Multi-Brands Advertising Units
We are Social Media (press release) (blog)
Facebook has started testing a new ad product that showcases multiple brands in one single advertising unit. Facebook is running out of ad space in the News Feed and it seems the company is currently testing a solution to this problem by allowing ...
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