The right messaging is critical to the success of your direct mail campaign. You can have the most attractive graphics and images, the perfect strategy, and better offers than any of your competitors, but bad messaging can sink the whole thing.
The little things make a big difference when it comes to generating interest in your business, visits to your store or website, or even sales.
Here are some ideas on how you can improve your direct mail messaging:
MAKE YOUR MESSAGE EASY TO SKIM
You’re busy, and so are your prospective customers. Assume that they won’t read every word, so only use the ones that count. The best way to get your point across is to break the information up so that readers can skim through it and still get the gist of who, what, where, and why. Some of the ways you can do that include:
- Bullet points (such as these)
- Numbered lists
- Smaller blocks of text
- Short paragraphs and several headers
The more skimmable your content is, the more likely someone is to read all the way through it or at least see the message that you’re trying to get across. At Aspen Automotive, we can help you craft copy that’s short and to the point, but also highly informative.
REPEAT YOUR MESSAGE
The more times the recipient views the same exact message, the better the message will be remembered. A huge advantage to repeating a message is that the more often they see or hear it, the more they’ll trust it.
This why people remember slogans and jingles. Whether your message is catchy and upbeat or deep and profound, repetition can store a message in someone’s mind the same way a song gets stuck in your head.
BRAND YOUR CONTENT
Having a distinct brand is how individuals are going to identify you, so take some time to develop a message that matches your brand.
This might include:
- Thinking about your brand’s overall personality
- What kind of image are you putting out there?
- What kind of tone does your copy have?
Good branding encompasses everything from how your business looks and sounds to what people associate with it. When it comes to direct mail, the words on the page or postcard should match your brand, but that’s just the beginning. How it looks and sounds also plays a huge part in grabbing the reader’s attention.
Some of the things you’ll need to think about it when it comes to direct mail and branding include:
- Graphic design
- Logos
- Color scheme
- Tone
- Slogans, catchphrases, etc.
USE PRESENT TENSE
You want to utilize present-tense verbs in your headlines, subject lines, bullet points, and body copy. This use of immediacy will encourage reader engagement, and hopefully this engagement will lead to action. Present tense refers to verbs like “receive” as opposed to future-tense verbs like “will receive.”
How does this work? Simple- people crave instant gratification. So you’ll want to use your messaging to let them know something will happen right away and not in the future. Some of the ways you can grab the readers’ attention right away and inspire them to take action include using phrases such as:
- Act Now
- Get Started
- Sign Up Today
- Enroll Instantly
Contact Us:
At Dynamicard, we create professional-looking mailers, complete with your own logo. We feature high-value content to get the best reach possible for prospective clients. Our mailers are fully customizable and allow you to connect with your community. This customization makes our mailers even more informative and effective. The possibilities are endless! Mailers can advertise new membership services, provide coupons or even show off new facilities! Direct Mail Marketing is a powerful way to build and maintain your client base.
If you’d like to find out more information about how your business can benefit from direct mailer, or if you have any additional questions you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.
