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If you’re in sales, you know how important it is to make contact with prospective clients. Mailings can help you get your message to the right people so that when you do give them a call, they’re ready to hear what you have to say. A direct mail campaign can help you reach thousands of prospects at one time. If you’re going to send them a postcard, it better be good. Your message needs to be powerful and memorable. Here on some tips when creating your mail pieces:
1. Grab their attention.
Your prospect probably receives offers in the mail frequently, many from businesses like your own. Create a piece that commands their attention with excellent graphics, copy, and offers.
2. Make an offer.
People today are busy and time is a valuable commodity. Your mailings should provide a benefit to the reader if they meet with you or visit your store. Offering discounts, free gifts, and rewards can be effective tools to motivate action.
3. Overdeliver.
When you make a promise or offer in your mailings, overdeliver. This means that if you offered a free DVD, include a box of popcorn. Small surprises like this can tell your prospects that you will go the extra mile for them.
4. Mail frequently.
Send a series of postcards to your prospects that include tips, fun facts, or articles. These repetitive mailings give your name, or the name of your business, top-of-mind awareness. Prospects will look forward to your postcards to see what useful tips will appear in the next installment. When these people are in the market for what you are selling, they will instantly think of you.
5. Compile a mailing list.
If you rent or buy a mailing list, you need to make sure that it is up-to-date and all the information is correct. Research different mailing-list companies to find out which ones are the most reliable. Check your list to make sure you are not sending your mail pieces to minors or those who are not in charge of the purchasing decision.
6. Send thank you notes.
While many people know how to be polite, formal manners are often forgotten. Your prospects will be flattered to receive a thank-you note from you. Thank them for meeting with you and/or making a purchase. Thank you notes are not likely to be forgotten and they often lead to referrals.
7. Ask for testimonials and referrals.
Follow-up with your customers by asking them what they did or did not like about your product or service. The positive feedback can often be used to help you win over prospective customers. When they read the positive comments, they may feel more reassured and willing to try your product or service. Asking customers what they think can also prompt them to tell others about you. If they know someone who is in need of what you are selling, they may remember their own positive experience and refer new customers to you.
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Promotions and special events are great for brining in new customers and reminding past clients why they like your service. A successful promotion is a real boost to any business. Follow these steps to make sure your promotions are well planned and orderly.
1. Start a filing system.
Keep a file of all your past ads and direct mail pieces. Also keep a file of other companies’ ads and promotional materials that are innovative or clever. Use this as brainstorming material.
2. Keep performance records
Records of how all your past ads and direct mail performed are essential. This will allow you to find the best ones and reproduce them and give you hints on what new things might work. Also you can avoid making the same mistake twice. If an ad didn’t work the first time, there’s a good chance it won’t work a second time.
3. Have a plan
Don’t let your customers forget you. Have some kind of promotion at least every other month. Most retailers have promotions monthly. The most common reason why customers don’t come back is because they forget about the business. Promotions are key in creating a presence so you won’t be forgotten.
4. Get your staff in on it
Discuss your promotional plans with your staff. Get them involved and brainstorm with them. Put up a calendar outlining your promotional events so everyone knows what’s going on. The last thing you want is for your employee to tell a customer that they don’t know about the current promotion. If everyone is on the same page, things run much more smoothly.
5. Leave nothing to chance
Make your plans well in advance. Schedule enough personnel to handle increased business on promotion days. The more systemized your event is, the better.
6. Get your advertising done in advance
Plan out your direct mail and newspaper ads well in advance. Design your ads to build excitement. Sell the benefits of attending. Don’t forget to tell them What, Where, When, and Why. Use short deadlines, strong offers and guarantees that you can stick to.
7. The media = FREE ADVERTISING
Charity events are great for publicity. Do a donation drive. Give discounts to customers who donate items. Be sure to call the local media beforehand with a press release. You may get featured in the paper. Take your own photos and send them out with a follow-up press release.
8. Use direct mail
You need to have great headlines. Hook their attention with the benefits of attending your promotion. Make them fear the loss of missing out on your special event. Direct mail is affordable and will bring in business.
9. Make it fun
Your event doesn’t always have to be a sale. Get creative and come up with some fun ways to get people coming in. Make an event around an obscure holiday, or just pick a day for something fun like an ice cream social. If your event is successful, your customers will advertise for you through word of mouth.
10. Plan for success
Be ready for big results. If you promote your special events effectively, you may have lots of business in a short time. Be sure your products and supplies are well stocked. Do the work, do it right, then get ready for business!
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