Direct Mail - Direct Mail Primary Purposes • To cause...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Direct Mail Primary Purposes • To cause receiver to read message. • To motivate reader to act • To give information so reader knows what to do • To overcome objections that might prevent or delay action. Secondary Purposes • To build good image of writer’s organization • To strengthen commitment of readers who act. • To make readers who do not act more likely to act next time. Components of Direct Mail 1. Good product or service or cause - App e al s t o s p e cific gr o u p - Ca n b e m ail e d - Provid e s a d e q u a t e pr ofit m a r gi n - Fills id e n tifia bl e n e e d 2. Goo d m ailin g list - Ha s a c c ur a t e a d dr e s s e s - Is g o o d m a t c h t o pr o d u c t or s e r vic e (d e m o g r a p hic s) 3. Goo d App e al - Off er s b eli e v a bl e d e s c rip tio n of b e n efit s - Links b e n efit s t o n e e d or d e sir e t h a t m o tiv a t e s r e a d e r ( a u di e n c e a w a r e n e s s) Goo d Dir e c t Mail Cold List – n a m e s of p e o pl e w h o h a v e n o t u s e d p r o d u c t/ s e r vic e - Typic al 2 % r e s p o n s e r a t e - Dir e c t m ail m e t h o d s try t o incr e a s e r a t e t o 1 0 % or m o r e . 3 -s t e p Dir e c t Mail Str a t e g y 1. Know pr o d u c t, s e r vic e, or c a u s e 2. Id e n tify, a n alyz e t a r g e t a u di e n c e - Int er e s t e d b u y e r s, d o n o r s, u s e r s - D e m o gr a p hic s – m e a s u r a bl e fac t or s - Psyc h o gr a p hic s – v al u e s , g o al s, e t c. 3 . Cho o s e a c e n t r al s ellin g p oin t - Be n efit t h a t c o ul d le a d r e a d e r t o a c t - Id e a t h a t u nit e s all r e a d e r b e n efit s Or g a niz e S al e s a n d Fun d-Raisin g Lett e r s: St ar-c h ai n-k n o t p a t t e r n. St a r = o p e n e r, c h ai n = b o d y, k n o t = a c tio n clo s e St ar = o p e n er - Bri ef win d o w - Makes reader want to read entire m essage (stor y, question, quotation, star tling state - Sets up transition to let ter body Chain = Body - Answers reader’s questions - Overcomes reader’s objections - Involves reader emotionally - Long let ters work best:4 pages ideal ...
View Full Document

Ask a homework question - tutors are online