Quick & dirty direct mail primer

Direct Mail Rocks
It doesn’t take a genius to figure out that I love direct mail. I discuss it extensively in the premium membership newsletters and materials, and use it extensively myself. In fact, you may have first heard of me because I sent you something via direct mail.

You’ll notice that many components of the tax season marketing plan we’re discussing this month have to do with direct mail. While there are many lengthier articles on this blog regarding this subject, I figured that some readers could use a quick primer on the subject.

Direct Mail Primer
If you’ve never researched direct mail before, here are some key pointers to keep in mind off the top of my head:

  1. The purpose here is to GET AN APPOINTMENT, not sell your services in the letter.
  2. Follow up with phone calls the day of or the day after your prospect should have received the letter – to SET THE APPOINTMENT.
  3. Letters with handwritten addresses are opened about 3x more often than printed labels.
  4. A compelling headline in your letter is the single greatest key to response AFTER getting them to open it. It is worth researching the internet for “direct marketing headline banks” to get examples of successful headlines from other people, and modify them to your needs.
  5. The goal in direct mail is a 2% response rate – hit that and you’re golden!
  6. Direct mail works best with “multi-hit” campaigns. E.g., send a first letter, then a couple weeks later send another one to people that didn’t respond, saying, “2nd notice – we didn’t hear from you” or something like that.
  7. Make a limited time offer in your letter. Offer them a report, a book, a seminar, something of value — but always assign a deadline.

Put these seven very brief tips into practice in your direct mail, and you’ll begin seeing substantially better results for your marketing dollars.