Ensure a great return for your direct marketing campaign investment… up to 11%
Direct mail-outs can be a real challenge these days – to get attention from your prospects amongst the information overload and junk mail they face.
I had a real challenge with a client who’d been in the catering business but wanted to branch into loan broking – with no previous experience, qualifications, or industry connections.
I suggested starting on his background catering sector where he had a known presence and credibility. So we created a ‘cold call’ flyer and covering letter. While marketing experts say 1% is a good expected response rate, we got 11% – and even without a website.
The critical ingredients
It’s key to match your product and message to the market, but its not just about dangling hyped benefits before your audience.
The first challenge is to get attention and rapport with the reader with a great headline. Ideally, this should have elements of curiosity or provocativeness, benefits, and empathy-building.
From there we need to show them we’ve taken the trouble to understand their needs and hidden desires. We need to make emotional connection and win trust. Where possible, we can ‘resonate’ with them by mentioning things about you that they will ‘click’ with.
We need to show them the benefits of your product in a ‘vivid technicolour’ word-picture so they can imagine the change in their life by a problem solved or some new enhancement.
We need to answer their likely questions and fears, removing all obstacles to buying. Then we need to finish with a strong call to action – preferably offering some incentive such as a free report with useful information.
Weaving it all together to get results
Putting all the above elements together in the right order and balance isn’t easy, but you don’t have to worry about that… it’s what I do!
Client interviews to take sales even higher
The ultimate way to tap into where your clients are really at – in their thoughts, feelings and motivations is to interview them. This will ensure we can hit the mark with your flyer and get effective results.
Contact me now on 0800 385 1800 or via the contact page