7 Keys to Successful Direct
1 Know exactly what the object of mailing is supposed
Do you want more inquiries or is the objective to get inquiries? Or do
you want to do a good will or institutional job?
2 Write your copy so that the
recipient will know what your product or service will do for the recipient!
appealed to his or her selfish instincts or have you have you used all your space talking about
yourself? Have you made your copy human and easy to read? Have you given all the information
your prospect needs to take the action you desire?
3 Make the layout and format of
your mailing tie in with your overall plan objective.
Many a potential success has
turned into a dismal failure because someone forgot that appearance is an important part of the
4 Address each mailing piece (correctly) to an individual or
company who the product or service you have to sell.
The list is the absolute
foundation of a successful direct mail.
5 Make it easy for your prospect to take
whatever action you want him to take.
Every mailing should have a call to action:
Inquiry, purchase, referral, contribution, phone call - an action that the prospect should take.
6 Tell your story over again.
Very few salespeople make a sale on their
first call. Think about sending out frequent mailings to a target mailing list.
every mailing you make.
Never take anything for granted in industrial direct mail
advertising. Don't even trust your own experience. Times and results change. What worked last
year may not work today.