Direct mail for advertising

Direct-mail for advertising

 Definition of Direct –mail for advertising:

Advertising sent to potential customers through the U.S mail. Direct-mail advertising touts products and services and is also used to generate leads for salespeople, raise funds, etc.  Successful direct-mail copy appeals to basic human wants, describes a credible benefit of the product or service, and impels the reader to some direct, immediate action—such as filling out an order card or enclosing a check.

            Industrial firms, businesses such as retailers, and fundraising organizations al rely heavily on this techniques, as do mail-order companies that sell exclusively by catalog. While large companies and mail-order firms have their own direct-mail advertising copywriting staffs, smaller businesses use freelance copywriters to create their sales letters, brochures, order card, etc. Even large companies use freelancers for major pieces.

Direct-mail components:

Letterhead

A sales letter should include you company logo, name, and address. You can have  a printer print your letter on you existing letterhead stock, print the letter in combination with your standard  letter design, or print a letterhead that has been specifically designed for your direct mail piece.

Addressee

Many direct mail pieces, particularly those mail3d by local businesses, do not personalize each letter. Instead the letter begins with a generic introduction, such as Dear Sir or Dear Madam. If you are using a generic introduction, do try to personalize as much as possible with greetings, such as Dear Boston Resident or Dear Computer User. It is preferable to address the letter to a specific person, but it will add to the cost and the complexity of the mailing. If you are buying you mailing list from a large mailing list company, the can provide you with names and addresses on a computer disk. Most mailing houses will be able to print personalized letters using this disk for an additional charge.

Attention-grabber

Grab the reader’s attention in the first sentence. This is the most important part of the letter. Unless your first sentence is highly compelling, most readers will not continue reading the letter.

Focus on benefits

You want to focus on the benefits of you product in the body of the letter. Your product has many features that your customers will ask about, but it is the benefits that will sell them. a feature is anything inherent to your product. A benefit is what your customer derives from the product.

Testimonial

A testimonial can be used to add creditability to you company and you product or service. The most important aspect of the testimonial is the person who offers it. Make sure the person I someone the reader will respect.

Highlight key phrases

Keep the reader’s attention. Some readers will skim through your letter and could miss the most important points. Highlight key phrases that stress benefits to keep the reader interested in your product.

Call to action

Call your readers to action. They need to feel like they should act quickly or thy will lose the offer. Make it easy for the readers to act, by listing a toll-free order number or including a postage-paid reply card.

Add a postscript

Add a postscript at the end of the letter. Many readers skip to the end of the letter for the “bottom line.” A grabber “P.S.” statement will ensure that you message isn’t lost.

Sample Direct Mail Letter;

SPRINGFIELD BANK

775 Ranchero Parkway

– Texastown – Tx 76010

(800) 555-555

January 6, 2010

Ms. Jane Doe

123 Par Lane

Texasvill, Tx 75237

Dear Ms. Doe:

How would you like to save 20 percent on your computer purchases?

The Springfield Bank/Starlight Computer credit card saves you money on your computer purchases.

“My small business purchases were made with the Springfield Bank/Starlight Computer credit card and I built up enough credits to save 20 percent on my computer equipment.”- Ken Truman, President, Truman Consulting, Springfield, Texas.

This credit card words just like every other credit card with one big exception: it saves you money. Every time you use the Springfield Bank/Starlight Computer credit card, you earn credits toward your next purchase of Starlight Computer equipment.

Call (800) 555-555 now to receive your Springfield Bank/Starlight Computer credit card. An operator will take your information and process your application within 48 hours. Then you can start earning credits that will save you money!

Sincerely,

Harold W.

Harold Walker

Vice President of Marketing

P.S.  If you sign up before December 31, you will receive a free gift form Springfield Bank.!