40 Creative Ideas That Work - Part 2

Continued…

20. Your best list is your current customer file. Your second best list is probably past customers. They’re your greatest direct marketing assets. Use them! But make sure the files are clean and up-to-date.

21. Direct response lists are always your best bet for outside lists. Someone who’s bought something through the mail is more likely to buy from you … especially if they’re recent buyers.

22. Have you ever tried a compiled list? Of course. Have you ever tried slanting the creative to the compiled list? Probably not. Names on most compiled lists have one thing in common (lawyers, accountants, soccer Moms, etc.). Whatever that one thing is, try reflecting it in your creative.

23. Use a great list broker. Ask for references, and describe your goals, package and target market. These are bright, dedicated people who want to do a great job so you’ll use them again and again.

24. Try to make your direct mail look and sound like it was touched by a human being. Customers and prospects tend to respond better when they feel like they are interacting with a real person.

25. Make sure all of your communications have the same brand personality.

26. Put the offer on your OE- especially if it’s short and a GREAT offer!

27. Try putting a special coupon on your OE.

28. Add a lift note (a.k.a. publisher’s letter). It’s another voice that adds credibility and focuses on the offer.

29. Test a live stamp on your OE. This makes the envelope look like a human being has touched it.

30. Invest in design! If you need a brochure, it should look great! A well designed brochure is almost always worth the extra cost.

31. Try a brochure CD.

32. Narrow your focus. One offer is plenty for a brochure. Think about using a catalog for more than one product or service.

33. Show people in your brochures and catalogs. Show them using your product. Your customers will be able to see how the product or service works and/or its actual size. Besides, people look at people before anything else.

34. Don’t forget to have the basic four: product description, price, offer and a guarantee, in your direct mail package.

35. Testimonials work! They add credibility to your products. Real names, real people. Show their photos if you can.

36. Features, advantages, benefits, benefits, benefits.

37. Guarantee is key! Make sure you have a great one- and this helps build trust between your brand and your customers.

38. Always use serif fonts on printed materials (fonts with feet). They are the easiest fonts to read.

39. Avoid hard-to-read text. Customers can ignore vital information simply if they can’t read it. The easiest to read is black face on a white background.

40. Put your contact information on more than just the order form. Don’t lose a sale because your customer/prospect lost your number, address or URL.

If you have any direct marketing questions, email Loisgeller@loisgellermarketinggroup.com