Although not as popular as it once was, the principles of direct mail apply equally to web content.
In some respects, web content is like direct mail...only better.
Like direct mail, web content is a vehicle that allows us to send our marketing messages to prospective clients.
Direct mail has three specific purposes:
- to introduce ourselves to prospective clients
- to help prospective clients understand how we can help them
- to encourage prospective clients to contact us for more information
Web Content Is The Same ... But Different
Web content shares these same three purposes.
Web content however, has two unique features.
First it can reach many more prospective clients.
Even if you had the financial resources, it is virtually impossible to use direct mail to every single prospect who has access to postal services.
Your web content on the other hand can be accessible to every single prospect who has access to Internet service
Secondly, direct mail is push marketing...you are pushing your message at prospects.
Web content offers the opportunity for prospects to interact with you, often instantly.
Notwithstanding these differences, knowing how to write direct mail can most definitely help you prepare great web content.
Web Content That Gets Results
The best direct mail focuses on achieving its specific purposes. Each and every feature of direct mail, from choosing the mailing list, to the design and content of the mailing is applied to achieve these purposes.
By applying the same focus to preparing your web content, you can prepare web content that helps achieve its purposes. In other words, it is critical that each and every feature of your website focus on the achieving the ultimate purpose of your website...to get prospects to contact you.
Whether the look and feel, text, audio, video, blog, links or any other feature, like direct mail, your web content must in some way or other, contribute to achieving the fundamental purposes.
To learn more about how to prepare direct mail, see How To Write Direct Mail That Gets The Results You Would Like
Once you understand these principles, you can apply them to creating the great web content that you want...and deserve.