Jul
21
A Direct Mail Campaign Can Make Your Phone Ring…Answer It!
The purpose of direct mail advertising is to generate leads. Remember, you still have to make the sale.
The call to action for many direct mail campaigns is the telephone. Who’s answering yours?
- Is it a worker, with other responsibilities, that may consider a ringing phone an interuption?
- Is it someone who is shy and wants to get off the phone as soon as possible?
- Is it a good employee who would do a good job on the phone, if only he or she had been briefed about the mailing?
- Is it your answering machine?
In each one of the situations above, you probably won’t convert that telephone lead to a sale. And a few weeks later you might scratch your head a say, I guess direct mail advertising doesn’t work!
A successful campaign is more than designing, printing and mailing a postcard. You have got to be prepared and answer the phone in a professional manner. Make sure you have the answers to the questions prospects are likely to ask.
Avoid taking messages for call backs. If you must take a message, or if you are using an answer machine, give the caller a time frame (as short as possible) that their call will be returned.
Handle your incoming phones better and you’ll see better results from all of your advertising efforts.
