Steps Toward Better Direct Marketing

Digital printing today provides for many tools to employ during your direct marketing campaigns. Postcard printing provides for highly cost effective postcard marketing campaigns. Oftentimes the limited "real estate" on a postcard forces a marketer to focus their message with beneficial results. Having to drill down to the core basics is a good exercise in identifying your product's core strengths.

During the holiday season smart business owners print greeting cards to send to all major customers and prospects. This personalized touch goes a far way to cementing customer relationships. Pictures of staff included on the card serve to personify your business and create a personal relationship with those you deal with.

Business brochures are excellent tools when the volume of data you must convey is large. Professionally done, a business brochure is the perfect choice for many types of businesses. Many business owners fail to realize that not all prospects will proactively search them out online. Direct mail remains the only way to reach many potential prospects.

The design and colors employed in your postcard printing and when you print greeting cards is important. Each business and industry is unique and requires a different decorum. One running an extreme sports business would obviously not employ the same tactics as someone running a managed care home. You must know which tactic is right for you.

The key therefore is to fully know your audience. Attempting to communicate with the unknown is a sure formula for failure. Market research can be had in many forums. The interactive nature of the Internet provides for good customer and prospect feedback. A little extra postcard printing to allow for return feedback from customers is also well worth the expense.

Your actual copy within materials is obviously the key. Firstly, you must create urgency. Human nature is such that action is usually not taken until it is necessary. People are natural procrastinators. Your copy must create the requisite urgency which leads to your call to action. The copy, colors and design must all work towards this end.

Secondly, you must position your product or service as the ideal solution to the urgent situation you have created. You must make a good case why the customer needs to go with you and not one of your competitors. Differentiating yourself from other products is a step many unfortunately fail to do.

Finally, the urgency you create must inspire immediate action. The mind quickly forgets once it moves on to other things. Unless your copy prompts action it may very well be quickly forgotten. You must fully illustrate why the customer must take action now and not later.

These simple tips can greatly improve your direct mail ROI. Failure to adhere to a marketing plan translates to wasted dollars and squandered sales.


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