MAILWAYS
A free newsletter offering direct mail marketing tips from
Bi-County Mailing & American Mail Communications
December 2009
Copyright © 2009
888-MAIL-888
IN THIS ISSUE
- “Content” Marketing
- Hitting the Bull’s Eye
- Choose Words Carefully
- Building Credibility
- Press Box
- Our Favorite Charities
- How Are We Doing?
- Hold That Thought
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HOLD THAT THOUGHT...
When Insults Had Class.
“He has never been known to use a word that might send a reader to the dictionary.”
William Faulkner
(re: Hemingway)
“I didn’t attend the funeral,
but I sent a nice letter saying I approved of it.”
Mark Twain
Selected by Long Island Business News readers as..
“Content Marketing”:
A Powerful Way to Attract/Retain Customers
Savvy customers are thirsty for information that solves their problems, and smart marketers are making the most of that challenge by providing valuable and relevant information that helps potential buyers find solutions.
By delivering meaningful “content” to your target market, you can brand your company as an informed and trusted source. Once that reputation is established, moving forward, you have a much better chance of being relied upon for products/services.
Here are some questions to ask when developing an effective “content” marketing program:
- What do our buyers really need/want to know?
- What are their toughest problems with regard to our product/service?
- Do we really understand how prospects view our product/service?
- How can we present “content” for maximum impact?
- What format(s) should we use to disseminate our information: direct mail, email, newsletters, brochures, professional presentations, industry white papers, seminars, social networking, videos utilizing YouTube?
Reliable information has become the foundation of smart buying. If you provide your customers and prospects with reliable “content,” you’ll be ahead of the game.
Hitting the Bull’s Eye with
Targeted Mailing
Using direct mail in its campaign to lower the auto-theft rate, the Baltimore County Police Department sent personalized letters to owners of car models commonly targeted by auto thieves.
The letters listed anti-theft reminders like keeping doors locked and parking in well-lit areas. The result: a 38% reduction in thefts of those models.
According to a police spokesperson, the letters caught the owners’ attention and results exceeded expectations. Future similar mailing programs are in the works.
Choose Your Words Carefully
In order to get your prospect to act, you must provide stimulus. Contrary to what you might believe, in direct mail you don’t sell the product, you sell the “offer,” which is the deal you’re promoting. So be very careful how you choose your words:
Don’t Say: “Would you like to buy this widget?”
Say: “We have a regular widget and a deluxe widget that comes with a FREE 25-year service contract. Which would you prefer?”
Don’t Say: “Our product is the best in its field.”
Say: “You’ll save money with our product, which comes with a no-risk, 30-day FREE trial.
Building Credibility is Not Easy
It goes without saying that credibility is vital when you’re marketing. But, in today’s Age of Disbelief it’s become an incredibly difficult task. Here are some strategies that still carry weight:
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If you’re an underdog in your industry, show your prospects how they can benefit from that.
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If you’re a big company, show a human face, admit fallibility.
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Forget celebrity spokespeople. Use testimonials from real people to sell your product/service.
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Talk to prospects and ask what it will take for them to gain confidence in your company and product.
Our mission is to make your use of direct mail correct, efficient, effective and as hassle-free as possible. In every way possible, we will operate as an extension of your company or organization
with your needs and goals as our paramount responsibility.