It seems like the common theme surrounding our recent Spotlights on Success is patience and persistence. This one is no different. However, for an added bonus, every appointment Charlotte Ray attended, she saw her postcard on the clients table when she arrived. Awesome shelf-life. Check out Charlotte’s success story: “Hi Andy, OK, I […]
Marketing patience is hard, but it works every time. So just about the time you want to give up on your marketing programs… Don’t. Check out Decorating Den franchise owner, Suzanne Christie’s success story: “Ok…so I must now do my testimonial….after doing my Opp Knocks program initially with not the best results, I decided to […]
You can have everything else lined up perfectly in your direct marketing, but the customer will fail to pull the trigger and purchase your product. So, what are they waiting for? Marketing messages without a clear sense of urgency result in customers delaying response. You’re going to need to strike fear into the heart of […]
Special offers are a valuable way to boost the sales from direct marketing that can be used to incent a sale, set a deadline, brush away fears about a product or offer increased value. Your special offers should be simply irresistible to the reader, and preferably come at little or no cost to you. Special […]
Why do marketing messages often include guarantees that seem to be tough to fulfil? It’s because they show your company’s pride and confidence in the product, help sidestep concerns customers may have about your product, and ultimately compel the customer to buy. Consider these confident headlines: “Find our imported wines cheaper anywhere else and we’ll […]
Why do people buy your products or services? It seems a simple question, but for most companies it’s surprisingly hard to define. Consumers and B2B customers alike largely make their buying decisions based on emotions. If your product is a motorcycle for example, people ultimately decide whether or not to buy it not for its […]
The Big Promise A big promise, often in the headline of your direct marketing postcard, is in effect your product’s mission statement. It lets the customer know, clearly and concisely, what they should expect if they make the smart decision to purchase your product or service. “Your friends will be begging you for the recipe […]
Few people want to be the first to take the plunge, even if the idea does look alluring. Social proof is a huge part of most purchasing decisions – people want to know that other people that they respect have made the same choice in the past, validating their own decision to go ahead and […]
Although many entrepreneurs like to think that their product is new and unique, the truth is that almost all successful products and services are based on existing ideas. On the one hand, this is only sensible business – it makes sense to follow a path that has already proven successful, and customers are more open […]
Your headline is the first thing your customer will read; get it wrong and it’ll be the only thing they read. Direct mail postcards live and die on their headlines. You need to make your direct mail headline compelling and attention-grabbing, as well as set the theme for the entire mail. With that one […]