I been in the right place
 But it must have been the wrong time
I'd of said the right thing
 But I must have used the wrong line
I been in the right trip
 But I must have used the wrong car
My head was in a bad place
 And I'm wondering what it's good for

                                       Dr. John

We've all heard the point made before that we only have about 3 seconds to make a first impression with our customers.  By being different, you increase your connection rate tremendously.  However, with direct mail there are some times when the mail box becomes just too "loud" for a good impression to be made and choosing those times will almost assure you won't be as successful as choosing a different time.  You can save yourself a lot of time and money by avoiding specific periods with your direct mail efforts.

The winter holidays stand out as the time we receive the most mailings from department stores and other providers trying to sell products.  During the holidays, you'll be more successful if you print tasteful greeting cards than simple postcards (yes, we print greeting cards here).  A December postcard simply isn't going to be as effective as a December greeting card.  Your customers are receiving holiday cards from their family and their friends.  Subconsciously, by sending a greeting card, you'll be included in that familiar list (I've even seen people display their various greeting cards-- including 'business-oriented' cards-- for all house guests to glance over during the entire holiday season... now how sticky is that?).  In addition, we know that in January, if they're going to at all, most people make a decision to start looking to buy a new home.  If you can be the agent that's on their mind close to the holiday season and New Year when they are most likely to need and remember your name, you'll be more successful.  Targeting a mailing for the New Year is a good idea!  Remember, if you make your piece "good sticky" you increase the likelihood it [and you] will be passed along to friends and family.

                         To every thing, turn, turn, turn
                                  There is a season, turn, turn, turn

It used to be that the last half of October and beginning of November during a major election year was a difficult time to gain awareness.  Now, every year is an election year for some jurisdiction and election season is crowded with messages.  Mailboxes are overflowing with postcards and newsletters promoting one candidate or another, one viewpoint or another, one proposition or another.  Yes on Chris... No on Chris... the Demopublican Green Independent Party recommends a 'think about it' on Chris....  This would be a really good time to send out calendars or notepads-- these will stand out in the mailbox and not get stuck in the recycle before making eye contact pile as folks separate the daily mail.  Also, studies show that the 32% of people will hang up the first calendar they receive.  What better "stickiness" factor can you have but to be seen over and over, day in and day out?   And your notepads can be accompanied with a little note stating you know how busy the upcoming months will be so you wanted to provide assistance to help your customer keep things organized.  Again, as they use your notepad, your name and your presence can be growing subconsciously on your customer. 

Postcards during the rest of the year, when written properly and when they provide useful information are effective.  Consider a tie-in to the season or the month to capture attention.  For example, in January, losing weight is the number one resolution Americans make each year.  Have your postcard mention this somehow and tie-in what people are going through in their everyday lives-- a list of healthy eating habits, 30-minute low-calorie dinners that sound tasty, an exercise or other habit that can be added simply into our daily regimen to promote better fitness.  These lists and suggestions can help your marketing tie-in to your prospects' resolutions-- most of us look for ways to support and succeed at our resolutions!  In addition, you may want to print extra postcards and have them placed at the local gym in your farming area.  Attendance at gyms is very high in January and February. 

Ask yourself what those things are that you'd like to know at the right time and design a piece that helps your prospects get that information in time to act on it!  I want to know about great travel deals before I book my annual vacation!  I want to know about summer camps for the kids before summer gets here!  I want to hear about the best times to get deals on major home improvements I might need before the calendar has me smack dab in the middle of the most expensive time of the year for those jobs!

I also want to know that "the night time, is the right time..." before it gets dark-- so I can be ready!  Thank you, Ray!

Do you need to review Direct Mail Secret #1?

Do you need to review Direct Mail Secret #2?

Do you need to review Direct Mail Secret #3?

Chris Hendricks