Here are a few ways to turn them into confident buyers using direct marketing mail.
During the recent pandemic, many changes have occurred in the way people live. They are learning how to adjust to the new standards.
Now is the time to update corporate databases of customers and prospects. You may find that many of your contacts are no longer buying or even engaging with a competitor. You may ask yourself what you need to stay in business.
The one sure thing you will notice is most of your contacts are more skeptical. For example, an automobile manufacturer does not just sell cars. They sell beneficial economic transport to get you to and from work every day and features to enhance your lifestyle beliefs, avoiding gasoline by using electricity or both.
Naming the benefits of the features is also very important. The more benefits matching customer needs and likes are key to sell more vehicles. Adding features and benefits to a marketing database will provide more demographics and segments to use in direct marketing and sales.
Why use more direct mail.
The more innovative or unusual are the packing materials, the more likely the packages will be opened by the desired person.
Even the postal service is offering a variety of programs, such as:
- The Benefits of the USPS 2020 Tactile, Sensory, & Interactive Mail Promotion
- USPS to Mandate Seamless Acceptance
- Informed Delivery
It speaks to the powerful impact that direct marketing mail delivers. Most people are still much more accepting of unsolicited mail at work or home. Direct marketing mail will still get delivered even if your customer or prospect is no longer with their organization.
Because direct marketing mail features an almost unlimited number of format and creative possibilities, it can stand out from the thousands of advertising impressions people are exposed to every day.
Now, let us look at a few small business organizations.
Since there are just a few new auto makers available plus a high ticket of value as well, we turn to a small health care business and a technology company for comparison. Historically the small businesses seem to run into more skeptical buyers. Your marketing’s value-added channel is direct marketing mail.
When using direct marketing mail to reach a potential customer, focus on the payoff or reward more than on the product or service. You should include the technical specifications or terms but remember to keep the copy at a minimum by being concise and curious.
Nonprofit and fund-raising businesses.
How do professional nonprofit fundraisers raise millions of dollars for their nonprofits every year? What are their secrets to fundraising? The answer is trust and makes the reader feel confident in reading the direct marketing mail copy.
As potential donors are reading your direct marketing mail copy, clarify they use “the why” you are asking for a donation and then move to be part of the successes the non-profit organization achieves. You don’t want a donor to give you money, but what you do want is to get them to support and invest in your organization.
Put the facts in small text, and emphasize the benefits, payoff, and rewards. Bring the reader into center stage in the copy using big, bold letters. Send them to a landing page with a similar look and continue the reward and payoff type copy, accentuating it with photography and/or a link to a video. Using additional channels of communication, such as email, expands the rate of response.
There is no faster way to lose an enthusiast or a donor than to stop at one mailing. A good rule of thumb is to follow with a mailing that has continuity with the first mailing. Reference to previous mailing is always a good idea and build on enthusiasm plus donor emotions.
A single mailing could easily evolve into many mailings and using other channels of communication preferred by the readers. Do not worry about redundancy. Remember your readers are bombarded with thousands of messages per day. That’s another good reason to keep continuity from first to whenever the campaign ends.
Collecting individual data on every channel communication with your contacts is a big reason on how to reach your goals. But do not stop there. Analyze the data after each communication. Add your analysis into your marketing database or CRM. Use demographics, segments, establish customer rating types, the best time to buy or donate and whatever else you uncover into marketing data.
The image you project about your product, service or charity and the value it brings to your customers or donors, can be more important than the product or service they buy. To a donor, it’s an investment into a charitable organization that makes them proud.
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