The average person has received more than his or her fair share of junk mail with bright colors, capital letters and instructions to “Buy!, Buy!, Buy!” This content is poorly planned in nearly every regard. It is not enough to simply connect with your target audience through direct mail. The content of your message matters just as much, if not more than the actual connection itself. Here’s how to perfect your direct mailer message.
Sweat the Small Stuff
There should not be a single typo in your direct mail content. Pay attention to the subtleties of your message. Consider what your direct mailers look like from the perspective of your target audience. If you do not have a strong command of the English language, outsource your content creation to specialists. You can also use tools such as Grammarly that quickly pinpoint and correct problems related to syntax and grammar.
Build a CTA That Commands Attention
Your call-to-action or CTA should grab the viewer’s attention. Every CTA should feature three essential elements: an appealing offer, ample information that encourages the acceptance of the offer and a means of empowering the reader to respond to the offer. If you are struggling in distinguishing your CTA from the rest of your content, consider using a tactic such as a giveaway or sweepstakes to ensure this final message stands out to readers.
Zero in on Value
Direct mail is centered on a value proposition. The optimal means of adding value to direct mailings is to move beyond the status quo. Consider using curated content. Key in on quality content and your readers really will obtain meaningful value from your direct mailers. It will also help to key in on the human interest. If you can connect with prospective clients on a personal level, it will be that much easier to bring them into the fold and retain their business across posterity.
Some business owners and managers have enjoyed success using punch-outs and additional inclusions. Mail of a different size commands attention simply because it is so different. Make prudent use of punch-outs and additional “lumps” and it will be that much easier to convey your message. It might also help to shift the focus away from your business to highlight other local services. Giving credit to others that help your business operate really will help separate you from the pack and show you value being a part of the local community.
The manner in which your direct mailings are presented matters a great deal. It is not enough for the content to simply read great. If the content does not look good, people will ignore it. So do not hesitate to ask for help from the professionals. A printing service will ensure your direct mailers look amazing.