Want Me to Buy? Just Ask!
Want more people to respond to your direct marketing offers? Sometimes the answer is so obvious that marketers overlook it. Tell your audience what you want them to do, then ask them to do it. Yes, sometimes it’s that straight forward.
While most people don’t like to be given the “hard sell,” you still need your message to be clear. What are you offering? What action do you want them to take? In too many cases, marketers are overly vague. They may also bury the call to action or forget to include one altogether.
Don’t miss your opportunity. In every direct mailer or direct marketing piece, make sure you to include these three things:
1. Be clear about the product. Your mailer may look awesome with that beachfront view, but what do you want people to do? Book a rental? Purchase a vacation package? Donate to an ocean cleanup effort? Make your request clear.
2. Encourage action. Don’t assume people will know what you want them to do. Ask them to request a brochure, call for a free appointment, or make a purchase.
3. Tell them how to do it. Make it easy to respond. If you want people to send away for more information, prefill the business reply card with their name and address. If you want them to make a phone call, print the phone number in a larger font or a different color so it’s easy to find. If you want them to visit your website, print the URL clearly on the mailer and include a QR Code, as well.
Assume that your audience is busy and you only have a few minutes of their time. Within just a few seconds of scanning the piece, they should know what you are selling, what action you want them to take, and how to do it. It’s so simple that you’d be surprised how many marketers miss it.
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