I've been accused of being "direct" before (truthfully, sometimes 'too direct') and, while I can be subtle and delicate when absolutely necessary I much prefer getting right to the point.  For me, it's a 'style' decision.  Your direct mail should never be accused of being "too direct" and if it ever is, keep doing it because it's working! 

Like a well-thrown punch, good mail has a clear target in sight.  A skilled boxer times the punches for effect-- not every swing is a knockout but every delivery has a purpose.  There's nothing worse than watching a fighter lose control and flail away at nothing but thin air-- wasting precious energy on punches that land nowhere.  Watching this desperation you just know the opponent is mentally lining up the crushing knockout blow!

Before every fight the boxer's trainer will review the strategy.  Before every direct mail campaign, review your strategy as well.  You'll get better results and come out on top if you keep these rules in mind:

1.  Reach out to your current customers first-- they've already established a buying relationship with you so take advantage of that position.  Target pieces that will cater to their specific needs and past purchase habits but don't be afraid to suggest additional offers they may find of value.

2.  Get the best mailing list you can and keep it as current as you can--  spend time keeping your list both current and clean.  Fix typos and update fields with poor formatting that may prevent a delivery from being made.  Use a quality list broker to expand your field of opportunity.  

3.  Jab, jab, jab!  Repeat, repeat, repeat!  It takes repetition to be successful in the direct mail game.  It's better to mail to the same person several times over a period than to mail more people only once.  Direct mail is a form of advertising-- and advertising builds success based upon the number of impressions you make.  Don't set yourself up for failure by expecting a single mailing to deliver you immediate returns-- it takes time and repetition to come out on top!

4.  Make your message personal-- develop content that aims for each intended recipient and at least gives an impression of being personal in approach.  No one wants to think of themselves as "generic" or ordinary.

5.  Write like you speak--  Have a tone that's normal, not formal (unless you speak that way)!  When you prepare copy, picture yourself having a conversation with each recipient and say the copy out loud to hear how it sounds.  Make it sound friendly and appealing to your intended audience.

6.  Less is usually more so keep it simple-- provide enough information to get the action that you want, then stop.  Don't use the direct mail piece to sell the details if what you really want is an interested prospect to call you on the phone.  Provide enough reasons for them to call you-- and then stop!  Want them in your office or store?  Give them enough reason to stop by-- but not so much that they feel they can skip this important action.  

7.  Don't be a "feature creature" and forget about the benefits of what you offer-- people buy solutions, not 'things' so much.  Don't tell about the things you or your company or your product have-- tell what those things will do for people! 

8.  Be willing to test and be willing to change based on results--  try different mailings sent to different groups and test what delivers the best results.  Don't be married to one style or message if it appears a different one will get better results.  It's all about ROI and you'll need to experiment to determine what works for you!

Remember, if it doesn't pack a nice punch, it just may be junk mail! 

If we can help you develop and deliver a great campaign, drop me a line or visit us at www.psprint.com.  And don't forget to use your Active Rain discount code.

Chris Hendricks