Direct mail remains the best way to reach a tightly targeted list of prospects. Why? Because it allows marketers to use myriad channels to deliver their message at optimum times.
There is a secret formula that all master copywriters use to create direct mail campaigns that generate top results: grab your reader’s attention with an idea and bring him into your letter.
Sounds simple, right? It’s not. It goes without saying that you need to understand, really understand, your target market. Without this first essential step, all you other efforts will not work. Identify the prospect’s primary pain. Then paint an enticing picture of how your product/service will meet his need.
Let’s say you’re selling a weight loss product. Do not, I repeat, do not, start the letter with a trite phrase like, “Want to lose weight? Here’s how…” That approach is too ordinary. Too expected.
Instead, make the reader a promise about what the product will do for him. If you know what his fear or desire is, you can tell him how your product will benefit him…help him reach his goals. This always gets his attention. Say something like:
“Dear Bill,
Tired of squeezing into your favorite jeans? Have you used the last notch in your belt? You don’t have to be miserable anymore! You can lose up to 5 pounds a week, or 20 pounds a month, without changing your diet! The new XYZ weight loss product…” Get the idea?
By creating a mental picture that taps into the feelings your prospect struggles with, you’re setting the stage for him to build an emotional bond with your product. But be careful! Don’t give away the price or ask for the sale too soon. Give him proof that your product will deliver. Talk facts, figures…establish credibility in the reader’s mind.
Then introduce your Unique Selling proposition, or USP. This is critical. This is what sets you apart from the competition; this is where you convince the reader that your product/service is the only way he can solve his pain or meet his need.
You’ve painted a picture in his mind of how he’ll look after he uses your weight loss product. You’ve proven everything you’ve said is true by citing facts and figures. Now it’s time to close the sale by making your offer. It should be short and sweet, and it must state very clearly what you want the reader to do. Include a sense of urgency. Say something like “This offer is good only for a limited time. Act now to receive our discounted price…”
Sign the letter, send it, and track the results it generates. Analyze those results and tweak the letter to improve it for the next mailing.
What strategies do you use when sending out a direct mail piece? What has been your most successful technique?
