How to Get a Zillion More Times Return on Your Direct Mail Advertising

Here are a few powerful secrets on how to increase the impact of your direct mail advertising:

First, while there may be an acceptable amount of return on investment using massive bulk programs such as Val-Pak or Money Mailer, for most companies these services just don’t provide enough return. Most of the envelopes are tossed out unopened, with the majority of ads going unnoticed. Of course, for the right type of business these programs may work, but nothing beats the return on investment of a well thought-out direct mail program.

Some vital keys:

1. Before you direct mail, build a brand and build value. Here’s an obvious example: Let’s say you get a post card for a day sale from J.C. Penny. The postcard is a coupon with the promise that you will save money. Along with this, there is also a postcard from Sally’s Clothing Boutique, and the words are the same on both direct mail postcards, with the same exact offers. Here are the significant differences: J.C. Penny has built a strong brand and a well-known reputation. J.C. Penny also employs radio, telemarketing, newspaper and their famous catalog, which works together in building a powerful and influential brand. The bottom-line is that the postcard from Sally’s Clothing Boutique is effectively worthless in its ability to compete with the J.C. Penny’s postcard.
   
   You do not need to be a big company to build a powerful brand. Local companies can build value in its name, and the result will be more effective direct mail campaigns. Build value with mainstream media; it is essential to marketing your direct mail program.
   
2. Have a deadline: Open-ended direct mail campaigns are usually not effective. For example: “This offer good only until midnight July 31st” or “One day sale only; make plans to attend.”
   
3. Mix up your direct mail campaign. Use postcards one time, a brochure the next, then perhaps a printed letter. Never allow your direct mail prospects to become dead to you through over exposure; this is one of the biggest problems with using Val-Pak or Money Mailer.
   
4. Be creative with your words and artwork. Use words that will cause our prospect to take action. Have a strong call to action in every direct mailer.

Involve these four simple tips and you can expect to increase your level of result many times over!

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