This is a guest post from Marc Zazeela
First, let’s define direct mail. According to the dictionary, “unsolicited advertising sent to prospective customers through the mail.” So, that would include things like postcards, letters, flyers and brochures. Given the overuse of email marketing, direct mail can make you a standout!
“I like to think of direct mail as a way of marketing yourself, your products, or your services”
Direct mail can be used to advertise what you do or what you sell. In most cases, a mailing by itself won’t make a deal for you. It can help you gain exposure and build your reputation as a trustworthy, subject matter expert. That will help you make a deal.
How To Begin?
Choose your audience. Are you going to rent a mailing list or will you create your own? I find I am able to find plenty of material at LinkedIn, and other online sources, to create my own lists. Many of you probably have enough prospects in your database to create a viable list of direct mail contacts. Always make sure that you have a person’s name, not just a title or department!
Most of us have used unsolicited email messages as a way of “cold calling” for business. Think of your direct mailing similarly. Whatever vehicle you choose (postcard, etc.); you want your mailer to have a few basic components and ideas that are pretty much the same as you would in any other medium.
- This is your elevator speech. Make them want to read more.
- Personalize the salutation or greeting. People like to see their names in print.
- Create a compelling message that will resonate with your chosen audience.
- Keep it brief and on point. Save the details for a meeting or conversation.
- Make sure you are selling benefits, not features (there’s a novel idea!).
- Write a at a 6th grade level. Avoid using acronyms and industry jargon. Spell it out!
- Include a testimonial. Studies show that they DO work.
- Remember less is more. You don’t want to give away the store. Save something for later.
- Leave them with a clear call to action. “For a free consultation, call…” or “call and mention this card and receive a 10% discount”.
One And Done?
Forget it. You must repeat the process. Just like cold calling or emailing. A rule of thumb is that you must ask for the business a minimum of 5 times before you see any results. In essence, plan on doing a mailing at regular intervals if you want to see anything positive.Be patient. Over the course of a year, you will begin to see how it works. Have realistic expectations. Follow on the mailings with a mix of calls and emails. Change the medium. Use a postcard one time, a letter the next, and a letter with a flyer the next. You want your messages to be memorable. How would you respond to your offer? Be your own critic.
These are the basics. There is so much more. Feel free to contact me (sneaky call to action!) if you would like more, or if you have some ideas you would like to talk about. I’m always interested to hear what others have to say. Via LinkedIn at https://www.linkedin.com/in/marczazeela or email at marc.zazeela@gmail.com.
Many thanks to Uncle Paul for letting me use his soapbox. I am grateful for our Sales Playbook! community, and I am hopeful that you will gain some additional success by employing some of my ideas.
Note From Paul . . .
We have an entire session of our upcoming How To Hunt More Effectively course dedicated to how sales reps, just like you, can use direct mail to capture the attention of a potential client.
For more information, click HERE but you better do it soon because this online course begins September 23rd!
