Patience is a virtue – one that you should call upon when making decisions about whether or not the changes you made to your direct mail campaign worked. In this article I’ll be focusing on the changes you might make to your control piece, but the basic principles presented here should apply to any change […]
direct-mail, direct-mail-marketing, sales-piece, testing
How do I judge whether or not my campaign worked? This is an important question to ask. Direct mail campaigns are expensive, and they serve a crucial function, which is to build your customer base and bring in an immediate influx of money. If your campaign isn’t effective, you’re losing money on the mailing itself […]
budget, campaign-results, direct-mail, direct-mail-marketing, lifetime-value, profit, ROI, sales, tracking
I’m often asked the following question: My retail business is very focused on being environmentally friendly. I successfully use direct mail to get new customers, but I’m concerned that using paper and ink may somehow be compromising my sincere intentions to run a “green” business. Any suggestions?” This is a great question. With growing awareness […]
direct-mail, direct-mail-marketing, environmental-impact
We are about to look at the most important 20 seconds in the life of a sales piece. And I bet you can guess what they are. It’s those first 20 seconds after your prospect sees your sales piece sitting in the pile of mail he just brought into the house, and what he does […]
copywriting, dimensional-mail, direct-mail, direct-mail-marketing, headlines, sales-piece
Your sales copy has one purpose. And it’s not to impress the reader with how good the copy is. Or entertain the reader. Or educate the reader. Your copy may do all of the above. But that’s incidental. Your sales copy has only one reason for its existence. To persuade people to do what you […]
benefits, copywriting, direct-mail, direct-mail-marketing, service
Let me tell you what really frustrates me. It’s when I work hard for a client, finding them tons of prospects who actually respond to their mailing and make inquiries by calling or going on line . . . and then my client is not set up to handle the calls and close the sale. […]
common-errors, direct-mail, direct-mail-marketing, get-organized, sales, sales-funnelWe are about to look at the most important 20 seconds in the life of a sales piece. And I bet you can guess what they are. It’s those first 20 seconds after your prospect sees your sales piece sitting in the pile of mail he just brought into the house, and what he does […]
call-to-action, dimensional-mail, direct-mail, direct-mail-marketing, sales
Fellow direct mailers . . . sometimes I like to remind you of what a great medium we have in direct mail. That’s because “snail mail” doesn’t get the respect it deserves today. Critics will say that in the 21st century other methods of communication are much more popular. There’s e-mail and texting and Facebook […]
benefits, campaign-results, direct-mail, direct-mail-marketing, profit
You may think you’re in business to sell financial courses, or clean carpets, or sell health supplements. But that’s only part of the story. The other, critical part of being in business concerns the people who are paying you money for your product or service – your customers. Without your customers, you’re an office with […]
customers, direct-mail, direct-mail-marketing
Having the right sales piece is crucial to the success of your direct mail campaign. And one of the most critical aspects of any sales piece is the offer/call to action. This is the part of the copy that lets readers know what you want them to do and what they’ll get for doing it. […]
call-to-action, copywriting, direct-mail, direct-mail-marketing, sales