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Creating an effective mailing
campaign can be a difficult task and understanding how
to captivate your viewer in the instant they pick up
your message. Creating the right message is important
and below are several ways on how you can create the
most effective direct mail campaign.
Follow the AIDA
principle:
• Attention:
Attract your reader's attention with a simple and single-minded
message.
• Interest: Create interest -
elaborate on the benefits of your offer.
• Desire: Generate a desire -
concentrate on how your reader will benefit from taking
up your offer.
• Action: Make sure your call
to action is urgent, and give a deadline.
Other suggestions for
creating a powerful and effective mail campaign
Give a free gift and highlight it prominently in order
to increase response
Use short copy to tease your readers and promote them
to read on. Stuffing allot of text can overwhelm your
reader and end up in them throwing the flyer away
Keep it simple - Minimize buzz words and dont overwhelm
on the imagery
Use graphic design
and texts to make your presentation more visually appealling.
Keep your text fonts continuous. Using many different
fonts makes your material look overly busy.
Consult with specialists. Hire a professional
graphic designer (see our graphic design services).
Use a professional direct mail copywriter for your content
and consult a direct-mail
company to review and provide feedback. It is always
helpful to have an non-objective third party look over
your material because they may see things differently
than you may.
Give your audience many reasons to buy such as using
examples and backing up your claims with proof of credibility.
A short but sweet testimonial or a past success story
can be helpful.
If you are looking for a survey response, or a mail
order, then provide a postage paid reply cards or envelopes.
Try to personalize as much as you can. Do you have their
first name? Some people even use a Post-It to capture
the audiences attention. Be creative
Have an inticing prominent offer and use a no-risk guarantee.
Create deadlines for a sense of urgency. I.e. "The
first 100 respondants will receive.." or "Offer
ends..". You can also offer free trial periods
of your product or service permits. Make sure you keep
your sales pitch brief and highlight the benefits. Sometimes
people forget about the all important "Call to
Action" Make sure you tell your reader, what you
exactly want from them.
Tell the whole story but do not dwell on history and
background of the company. If you find your copy is
getting too long, break them up with graphics or white
space. Keep your paragraphs short.
Tell the whole story but do not dwell on history and
background of the company. If you find your copy is
getting too long, break them up with graphics or white
space. Keep your paragraphs short.
Promote your viewer to see additional services or specials
by having them go to you professionally
designed web site. Makes sure your website address
is on all your marketing materials.
If you have promotional
marketing material left over, deliver them to trade
organizations or send them to educational institutions.
Using odd and different shapes for your marketing material
will grab the viewers attention.
Using a promotion specific only to your marketing campaign
will allow you to easily measure the direct response
of the viewer.
Include your business
card if sending an envelope. Mail that appears lumpy
or bulky tends to get more attention. Viewers will become
interested on what is inside.
About Real Profit Solutions:
If you are looking for assistance
with your direct mail
campaign, feel free to contact
us for a free estimate.
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Tips and Advice for Creating 
