The 3 Elements Of A Solid Direct Mail Campaign

Are you looking to add direct mail to your marketing mix. If you’re an offline business owner, direct mail is almost a prerequisite if you want to expand your customer base and get fresh new people onto your customer list. In my opinion, the thorniest part of the direct mail process is buying postage.

If you’re on a budget, this can severely limit how many packages you can send out at a time. But despite the mailing costs, there are other factors also that play a part in your direct mail campaign. This includes your list, your offer, and your sales letter. All 3 of these elements have to be in-line with each other if you want to get the maximum effect from your campaign.

So for starters, how do you go and acquire a mailing list to mail to? Well, you start at your local library with the SRDS. The SRDS stands for the standard rate and data service, and it contains a wide variety of lists to mail to. This is where you’ll want to begin your search.

Never make the mistake of mailing letters randomly to people in your neighborhood. This is ineffective, and you will hardly get any response. Instead, go and rent out a niche specific list in the SRDS, so that you will have a higher chance of making money with your campaign.

The next thing to consider is your offer. Is your offer unique? Is it something that can’t be acquired somewhere else? What makes your offer unique?!? Well, a unique offer can come in a variety of forms. The uniqueness of your offer could be a 12-month money back guarantee. It could be overnight shipping. Or it could be simply that nobody has access to the product that you’re selling. In short, no one has the product that you’re selling.

If the latter part from the above is true, then you’re in a competition free zone. You could offer your products day-in and day-out, and make a hefty profit. So think about these things before you start mailing out letters.

The last thing to consider is your sales message/sales letter. Even though you’re not a world-class copywriter, there are many sales letter templates out there that you can follow and emulate right away. In fact, if you don’t know anything about writing sales letters that sell, I suggest you start with a swipe file.

A swipe file is a collection of winning ads and sales letters. It’s called a “swipe” file because you can emulate the successful parts of a sales letter and put them all together in a format that would make the copywriting task easier. There are many free swipe files on the internet. In fact you can download something called the “Magnetic Sales Letters” package for free – and it contains a lot of different winning sales letters and headline for you to choose from (hope that makes sense lol…).

So as you can see, all 3 aspects of your direct mail campaign has to be put together in order to achieve a cumulative goal. And if you can do that with your direct mail campaign, you’ll stand to have success with the mailings.

Good luck with marketing your business with direct mail today.

How to Make a Big, Nasty Pile of Cash Using Direct Marketing and Information Products

If you are looking for a way out of the rat race, and you want to be able to work from anywhere in the world, then this is the article for you. Using a powerful one-two punch of direct marketing and information products, you can build a large, international business that can make you more money than your day job ever did. Read on to find out more.

Information products are basically just answers, or a solution to a burning problem that the customer is having. The closer you come to an effortless, affordable solution, the more likely you will close the sale. Information products come in many forms. You can have actual printed books, DVDs, CDs, downloadable audio, or downloaded text and video. You can also develop packages of materials, create courses and coaching programs. Anything you can do to create a program that will hold the customer’s hand and show them exactly what to do, will bring you a ton of money.

Use your direct marketing skills to bring in the customers. Use sales letters, classified advertising, email campaigns, and referral marketing. It’s critical that you pre-qualify your customers first in order to make sure that they are part of the niche that you are marketing towards. You don’t want to have any wasted effort when spending a lot of time on a marketing campaign. The hungry crowd is the key.

Once you have begun to develop a list on your own, it’s much smoother sailing. You will already know what your customers want, and you can develop products and services to fill their needs. Keep feeding your hungry market with periodic direct marketing campaigns and you will have a winner.

Not every product you create will bring in a lot of money. Out of ten products you make, four may be failures, two may be total successes, and the middle four will just bring in a little money. That is why the information product game is also a numbers game. In order to create an information product empire, you need to branch out into a lot of different niches. You need to create many products and hen have your customers vote. Drop your losers and heavily market the winners. When you find a product that is a super success, then you should keep expounding on that theme. Create other products and workbooks that are supplemental material that you can sell along with your flagship product.

Warning Signs Your Marketing (and Copy) Isn’t Right

“This time it will be different. You are a copywriting genius.” This is usually a warning sign that no matter how good the copy produced it will not turn into a result.

There is a lot involved in producing winning marketing – the copy is a big piece of it but it isn’t all of it.

Over time, working with clients you can get a bit of a sixth sense for when your client’s ideas about marketing and copy will lead to non-results.

There are three all too common signs that your marketing is not going to work.

1) Naivety of the Business Owner. This is the first sign that there will be marketing problems. Business Owners either are marketers or they aren’t.

You can turn yourself into a marketer over time but it takes work and commitment to education. And it is important to learn marketing – at least to the point where you can identify and retain talented people to oversee your marketing.

Otherwise you’ll just be a marketing victim.

But at any given time a business owner either is or isn’t a marketer and when they aren’t they are often deluded by business opportunity level sales pitches about how better ads will magically turn them into a millionaire – with dollar signs in their eyes they will fall for anything.

Conversely, when the business owner is intelligent gets what can and can’t be realistically done by with a marketing strategist or copywriter they are often not patient enough to keep working with them beyond that first project because it takes a couple of goes to get it right. They’ve exhausted that bright shiny object and are on to the next one.

2) Poor Market Selection. When I meet a potential client who tells me that their business is ‘anybody with a heartbeat’ or some variation of that, I despair. This ties into number 1 but it is so important it warrants its own section.

Without fail there is a sweet spot in the market that is more valuable to you and you are more valuable to them – where you can command and receive higher fees. It is worth searching for and finding these sweet spots.

I was talking to a potential client recently who was trying to market to everyone but was also secretly hoping that one or two industry segments responded because they were so valuable. I should have made him write me a check for what I said next but I asked him”

“Why don’t you just get a list of industry segments you want and customise your marketing for each of these?”

Light bulb goes on over the client’s head.

3) Over reliance of benefits and feature driven copy.Most good copywriters will tell you that selling is all about benefits but it isn’t. More accurately, it is all about the benefits being able to solve the problems your market has. For this reason the best copy actually is problem focused and story-driven about the solution to those problems.

The product’s features and benefits can almost be an afterthought. I wrote an advertorial where the product basically isn’t mentioned. It is all about the problems that the audience faces and the missed opportunities that arise from not addressing the problem – only in the final 10% of the advertorial is the specifics of the product mentioned.