The key to effective direct mail is perspective. Perspective is a particular attitude toward or way of regarding something; a point of view. Why is this so important in direct mail marketing? Knowing your audience and how they will perceive your message can make or break your results. Many marketers spend all their time focused on the list and the creative, leaving the messaging as an afterthought. This does not work. All three components work together to get you top results with direct mail. So, how can you help your customers create better messaging?
6 keys to generate powerful messaging based on perspective:
- Focus: Who is the target audience? What are they interested in? What makes them tick?
- Benefits: What is the product or service going to do for the audience?
- Conversation: You are creating a conversation about the product or service with the audience. This may mean that it stretches across more than one marketing channel. You may start off the conversation with direct mail and lead them online to more information on your website or social media accounts.
- Opinions: Otherwise known as testimonials about the product or service by people like your audience. Real people making real statements are powerful persuasions.
- Inspire: If you can create language that inspires people to action you have powerful means to generate response. This is your best call to action. How will you inspire?
- Review: Approach current customers who are similar to the target audience to solicit their views on the messaging. Are you getting the right message across? Does the call to action work? What would they say differently, you may be surprised at what you learn.
By taking the time to write your messaging to the perspective of the prospect/customer, you are first validating their position and thus grabbing their attention. Next you are creating an open environment to generate response. Make sure that you provide multiple ways to respond, such as phone, website, in person, mobile, social media and any others that are available to you.
Perspective is not about shoving products or services at people who should want them but showing them how and why they need the products or services. Creating a belief of need in the product or service that they generate for themselves based on information you provided is the most powerful message you have. Take the time to write your messaging in this way.
Remember that you should create different messaging for different audiences even within the same campaign. Variable messaging will help you improve your results. You should test your messaging as well. See what works better and build on that. Always track the results. There are many ways to do that, from URLs, phone numbers, and special offer codes. Find what works best for you and implement it right away. Perspective can provide you with the means to better ROI. Are you ready to get started?
