Direct Mail 101
There are 3 components that are critical to any direct mail campaign and I shared them last summer with women gathered in Virginia Beach, VA for an entrepreneur’s conference. I’ll very briefly present them here:
1. The List
- The names to whom your piece will be mailed.
- Great copy to the wrong list won’t work.
- List brokers can help. Be specific!
- Know who you want to hit.
- GCD cost savings tip: Grow your own list.
2. The Copy
- The words you use.
- Write your copy based upon your intended list/audience
- Know not only who the people are, but who they perceive that they are.
- GCD cost savings tip: Unless you write direct mail copy well, work with a professional. Be honest about your budget and find someone who will work within it.
3. The Offer
- The product or service you’re offering.
- Also refers to the price at which you’re making your product/service available.
- GCD cost saving tip: Before going in the mail, research to determine the best offer for your market. Be sure to offer them something they want.
In future blog entries I’ll write more about the ins and outs of direct mail and how you can make it work for you.
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