Direct mail marketing works best when you send the right message to the right person. Ideally you want your message to get the recipient to buy from you quickly. The most common direct mail marketing tactic is manipulation. However you do have other choices that may help you increase your results.
What is manipulation in direct mail marketing?
Manipulation messaging is price, promotion, fear, peer pressure, aspirational, or innovation. Here are some common ways to use each one.
You can reduce your price to get people to buy
use a 2 for one or provide something free
Scare people into action by showing repercussions if they don’t
Motivate people to do better, be better
5. Peer pressure:
use words to convey that professionals use your product, or a million satisfied customers or a celebrity spokes person
be the first to get the new shiny never been this great thing-a-ma-bob
Manipulation works, but at what cost? One problem is it may work in the short term, but not the long term. Manipulation does not build loyalty to your products or services. It may get you a onetime sell, but is that what you are looking for? In some cases yes, however in most cases you are looking to build that loyalty of continuing business. You are looking for referrals and external champions. Changing your direct mail messaging can help you do that.
What is inspiration in marketing?
Inspiration is the process of being mentally stimulated to do or feel something. In direct mail your messaging does it. This type of messaging can get responses, build trust and loyalty.
1. Focus on what your customer is looking for.
When you focus on them you drive results.
2. Take a good look at your current methods
see how you can turn those messages into inspiration. For instance, let’s say you are doing a direct mail postcard; you are currently using fear in your message. Your current message for your anti-wrinkle cream is: “Every day your skin ages. Stop the aging now!” Let’s turn that message into an inspirational one such as: “The better you look, the better you’ll feel, spread the joy!”
Relying on inspiration will help you grow your direct mail marketing response rate and increase repeat customers. When your messaging and brand comes across as really understanding the customer, you garner their loyalty. Everyone responds to messages emotionally. They will feel more comfortable and continue to do business with you when they feel like they are a part of your brand. Do not let price rule you. People will pay more to do business with companies that are in sync with them. Not only that, but they will become outside champions for you and tell others to buy your products or services. Do not be afraid to try new direct mail messaging. As always, make sure to test and analyze the results. This will help you find the best inspirational messaging for your brand.
If you have any questions, contact us today. We are glad to help!