The following post was originally published by Target Marketing. To read more of their content, subscribe to their newsletter, Today @ Target Marketing. Direct mail messaging strategies work when they’re simple, unexpected, concrete, credible, and filled with emotion and stories. Here’s how to create them. The best direct mail marketing is able to communicate your message in a way that is understood, remembered and acted upon. Are your direct mail results as good as you expect them to be? In many cases they are not; and your direct mail messaging strategy could be the problem. So, how can you improve your message to increase your results?
- Simple: This is not to say use the “Keep It Simple, Stupid” method, but to refine your headline message even more. To create a sentence that is both simple and profound. You want your headline to grab people and require them to read more.
- Unexpected: Do the unexpected in your messaging. The message needs to generate interest and curiosity in order to resonate and drive response.
- Concrete: Many times, direct mail messaging is ambiguous; this leads to poor response rates. You need clear concrete language to ensure that your message means the same thing to everyone.
- Credible: Your brand can help with your credibility, but so can enlisting customers to create testimonials that you can use in your marketing messaging. In order for people to respond to your mail pieces, they need to trust you and the product or service they are buying. Money-back guarantees or free trials work well, too.
- Emotion: In order to get people to respond you need to draw on their emotions. Nonprofits are great at this, but most other businesses could use some help. Humans are wired to feel for other people; when you can harness this effectively, you increase responses. There are many emotions you can tap into: anger, empathy and happiness are the most common emotions businesses try to elicit.
- Stories: People are drawn to stories. The best messaging is captured within stories. Are you currently formulating your messaging around stories, or are you just listing the facts and statistics on why people should buy from you? No one buys facts. They buy benefits that are communicated well through stories.