4 Ways to Stand Out Using Direct Mail

The process of starting a new client relationship requires effort from both the seller and the prospect. As a seller you want to prove to your targeted mailing prospects that you can be a valuable influence on their business. As you demonstrate your value, your messages should be an honest representation how of how you can help your client.

Be Direct
Communicate your Unique Selling Proposition (USP). Maybe your first mail piece shouldn’t take a selling posture at all. A strategy many companies use is to start off by educating a potential client. Tell your prospects what’s different about your company and/or approach. This will warm up your prospects in order to build some trust and credibility. Invite them to call or email with questions about your products and services.

Cut To the Chase
In this over-communicated society, it’s more important than ever to get to the point. Since the majority of readers will only glance at your body copy, it’s crucial for the headline of your piece to be relevant and impactful. In fact, make sure your headline, subhead and images work together to quickly sum up your message and proposition.

Be Relevant
Don’t let your targeted mailing prospect get lost in a sea of messages. Consider the client’s perspective. What would inspire your mail prospects to pick up the phone or visit your website? Think about sending unique pieces to certain demographics, highlighting the benefits of a product or service that would be relevant to each. Testimonials from existing clients, when done well, can also add credibility to your mailing. Your mail room operations should simplify this process, not complicate it.

Be Helpful
Think benefits instead of features. Many marketers make the mistake of simply enumerating the features of their product or service in their copy. They expect the reader to make an instant connection to what that feature means to them.

Valuable client relationships are born when a clear and honest message is continuously delivered to a client. Your mail room operations should be able to provide you with an effective way to remain in contact. Be sure to demonstrate your value continuously and your client relationships will strengthen over time.