Direct Mail Strategies in 2 Punches

How many of us receive direct mail postcards or mail? I received one the other day on weight loss and I’m in no need to lose any weight. It was a decent piece and I kept it to for my swipe file. Nevertheless, you may get these direct mail pieces and pay attention to them or toss them out.

In my life, I’ve only responded to perhaps one or two of those things because I kind of didn’t trust some unless it was a well known local or big business.

The people I responded to offered me a service using an old, time tested, marketing method in two simple punches:

Punch 1: Generate a lead – Got me to call their 800 number, fill out a form online, or email them.

Knock Out Punch 2: Provided the requested information – They provided me via phone or Internet the information I was looking for and they clearly delivered on it.

What is the great deal about this one two punch system?

It is way easier and cheaper to create a lead (interested customer) than it is to try to sell some in one punch. In boxing the idea is to knock the other guy to the mat or at least out last him before the bell rings right?

So that would require taking small punches or jabs at him and eventually wearing him down rather than swing barbarically, wasting time and energy. The same philosophy is to be made in business when marketing or advertising.

With direct mail strategies, you do not want to the prospect to give up their money initially. You want them to wear down, which is equivalent to getting them comfortable with you, then you knock them out with a great offer.

A great way to do this is with the use of postcards. They are relatively contemptible and you can promote them to a targeted audience of prospects and customers to generate leads (inquiries of your products or services). After this you’d simply follow up with them and turn them into sales. This is called a conversion.

One of the most important things this does in addition is it helps create a list of people who are interested (slightly or heavily) in what you have to offer. You can continue to follow up with that person that didn’t complete the sale, with future offers until they finally buy.

You’ve seen that process where you sign up with something and didn’t buy but they kept sending offers once in a while and finally you saw something you wanted and purchased. That is direct mail or direct marketing at its finest.

It’s vital to get the information of the people who respond to your direct mail piece and follow up with them. This will help you increase future sales with very little effort. It should be your company policy to always follow up with your list or leads of interested customers.

The Most Successful Use of Postcards:

Your postcard is only to engage interest in the mind of your prospect in order for them to take an action in contact you. The purpose is to get their information and not money. The postcard only wants to get contact information of interested people.

The first punch is to get interest, the second punch is to get them to a response, by calling, signing up, or emailing.

You should have three (3) parts in your postcard message:

  • A clear statement of the biggest benefit of your product or service (in long distance phone service a cost savings would be a great benefit)
  • A good reason for them to contact you NOW (limited time offer)
  • A simple, easy way for them to respond (an 800 number or website for example)

Keep it brief, I mean it is on a postcard for crying out loud. Shorter messages produce more leads than longer ones.

Here is an example I’ve done:

What 99% of Teachers Don’t Know and Will Never Find Out About How to Explode Their Students Subject Interest

Call 800-777-1212 for Your Copy of Our Free Report:

Offer ends 9-5-09 (Print a date less than 3 weeks from your mailing date to create some urgency).

Of course you mail this to teachers and you have a free report ready for them! Many will respond simply to find out what they don’t know. And since they responded you have their info to sell to them in the future with an offer that fits them best.

This method works and is sure to produce a large number of inquiries if sent to your proper targeted market. This 2 Punch Marketing System Works. Use the tips you have read here to create your next postcard’s message and just watch what happens.

You will generate a bunch of leads from people who are truly interested in your products and services.

Due Daniels