You’ve heard about how direct mail is a great tool to promote your business. You’ve probably gotten hundreds of direct mail postcards delivered to your own mailbox, at home, and at your workplace. But how do you make direct mail postcards work for your business?
Here are the 6 things you need to create direct mail postcards that get customers in the door.
1. An Offer
You need to know what you’re selling. Are you giving a 2 for 1 special on a specific item? Are you promoting a coupon for 25% off the first service a new customer buys? What are you giving people to get them in the door?
Your offer has to solve a problem that your customers are having. Do you run an auto repair center? Every driver needs an oil change. Or how about a special on winterizing services? Do you own a bakery near an industrial area? Offer a special deal on cookies or cupcakes for office parties around the holidays.
The possibilities are endless. But you want your offer to be the perfect solution to your customers’ problems.
This may take a bit of research on your part, but it shouldn’t be too hard. There are a few ways to figure out what your customers want.
I know this sounds obvious, but it can be more subtle than that. For instance, ask your customers what occasion they’re buying your most popular products for.
I’ll use the bakery example again. If someone buys 3 dozen cookies every other week, ask who they’re for. If one person’s office or organization has a bi-weekly meeting where cookies are served, there are probably others out there with the same need.
Review Your Records
See what products or services sell best, and at what times of the year. If you see patterns, use those to create offers on those best-sellers. Or you could offer an upgraded service or companion product to those best-sellers.
Pay Attention to Your Competition
And to businesses that complement yours. What are other businesses in your area offering their customers? What is the competition doing to attract customers? You can get some idea of what your customers want this way, and you can improve on these offers to get more people buying from you.
2. A Compelling Message
It’s not enough to say “2 for 1 Deal on Product XYZ.” You need to tell your customers why they need product XYZ. Your message doesn’t need to be long and involved, it can be a headline and a couple of sentences. But it does need to persuade people to buy.
Your message needs to tell customers:
- What you’re selling
- What problem this solves for them
- How this product or service will make their lives easier
Let’s use the auto repair center example and make our offer for winterization services. Your compelling message might look something like this:
You can see that this message covers all three of the points I listed above. Yet it’s still short, simple and compelling.
3. A Deadline
You’ll notice the second sentence of the second to the last paragraph of my offer above includes a deadline. You want to add urgency to your offer so people take action right away.
You need to give your customers a deadline or a specific date of some sort. This could be a limited time offer, like the one above. You could also have a reoccurring date, like every first Tuesday of the month is Free Cookie Tuesday, get a free cookie with every purchase.