Prospecting Tools: Direct Mail
Why is direct mail different than regular mail? Because it is designed to be a direct response marketing tool. Direct response marketing goes directly to the prospect and asks them to take direct action, either by picking up a phone or returning a mailer. It has an offer and a response mechanism. For a sales campaign the offer is something of value, usually the benefit of buying your product. The call to action is to set up an appointment or other opportunity for you to make your sales presentation.
Direct mail has less obvious uses that fit well with many sales situations. It serves as one more contact. It conveys information via a newsletter, personal letter or informational article or report. It supports other tools like calls or ads. And it is an inexpensive way to maintain contact as you work your way towards that personal meeting.
Your direct mail may include postcards, sales letters, invitations, greeting cards, brochures and anything else you send. Make sure your message is conveyed in a professional manner that stresses the benefits to the customer of doing business with you. I strongly recommend having these pieces professionally written and designed by a graphics designer experienced in conveying information that sells. And make sure it is very easy to contact you via 800 numbers, voice mail, e-mail, reply cards and any other method. Send a piece to everyone on your lists every month or two and follow up with calls.
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