We’ve developed an Intelligent Approach to Direct Mail Advertising that consists of 5 steps. The video below outlines our Step 2: REACH & FREQUENCY.

It’s only about a minute long, so why not watch now?

Now, the second step of our approach is reach and frequency. Simply put, reach is the number of prospects exposed to an ad, and frequency is the number of times an ad is exposed to a prospect.

So which you think is more important, reach or frequency? For the same budget, is it better to mail 5,000 prospects one time or 1,000 prospects five times?

Consider this. Have you ever established a good friendship with someone you met only once? Probably not.

Here’s another analogy. Let’s say you’re given 100 seeds and enough water to water each seed one time. Would you plant all 100 seeds and water them just once? Or would you be more successful planting 25 seeds and using all the water to water those 25 seeds?

It’s pretty obvious. Most direct mail advertising campaigns need frequency to succeed. And to schedule frequency, you’re going to need an advertising budget, even if it’s a modest one.

So set a budget, and then stick with it. Be patient. Maintain frequency, and gradually expand your reach. That’s the way to grow your business. Think about.

Each salesman is planning to knock on 50 doors today. So who do you think is going to sell more, Harry, with one product to sell or Sam with an entire line of cleaning products and services? The key to remember here is that Harry and Sam are being proactive. The prospects they will be contacting haven’t expressed any interest in buying cleaning products today. So let’s listen in on their presentations.

Hmm, how can I get rid of this guy?

Good afternoon madam. Hi, I’m Sam from the AAA cleaning solution company. I carry everything you need to have a sparkling clean home. I have a state of the art vacuum, a full line of brooms, traditional and sponge mops, cleaning solutions for every room in the house. And if you don’t have time to clean, I also represent a great maid service. May I show you what I have to offer? I’m sure I’ll have something here that you will want to buy.

I don’t have time for this! I have a vacuum! I buy all my cleaning supplies at Wal-Mart, and I certainly can’t afford a maid service! I’m sorry, I’m really busy. I don’t have time.

Now let’s see how Harry does.

Hmm, how can I get rid of this guy?

Good afternoon madam. I’m Harry from the AAA vacuum cleaner company. Are you spending too much time cleaning? Would you like to cut your cleaning time in half? Well today we are offering a free one week trial of our new, lightweight, ultra powerful, and surprisingly affordable vacuum cleaner. Can I give you a quick demonstration? I promise you’ll be amazed.

Lightweight? Powerful? Affordable? Free trial? Maybe I do need a new vacuum. Sure! Come in and amaze me!

So what’s the moral of the story? When trying to get the attention of the busy prospect, start by selling just one thing. Feature your best or most popular product or service, present a problem, and offer a solution. Make your offer uncomplicated, clear, and attractive just like Harry did. Want to talk more about it? Give us a call or send us an email.

Watch this brief video for an overview:

Step 1 is “The Target.” Define a customer profile, and then create a mailing list to match it.

Step 2 is “Reach & Frequency.” Determine how many prospects you want to reach and how often.

Step 3 is “Claim to Fame.” What makes your product or service unique when compared to your competition?

Step 4 is “The Magnet.” What special offer or incentive will you use to motivate prospects to respond?

And step 5 is “Postcard Design.” Now, even if you do a great job on steps 1 through 4, if nobody notices your postcard, it’s all for nothing.

Remember, you’ve got to successfully execute all five steps– “The Target, Reach & Frequency, The Claim to Fame, The Magnet, and Postcard Design.” Now, that’s our intelligent approach to direct mail advertising.

Every business wants to get the most from their advertising dollars. Advertising can be expensive, especially if no one responds. So it’s natural to want to include as much information as possible on a postcard. Fill in all the “white space” and get your money’s worth. That strategy rarely works.

Let’s take a look at America’s most successful retailer: Wal-Mart. When Wal-Mart advertises, do they list every item that they sell? With literally hundreds of thousands of items that would be impossible. Well how about if they listed every department or even one department with all related products. You would still require a very big ad and few prospects would take the time to read it.

This week one Wal-Mart ad featured a 42” Toshiba LED 1080P TV for $649.98. You could say that ad was targeted at only one prospect: one that needs a new TV, has room for a 42” model, and has $650 in his wallet or available on his credit card. That’s pretty specific targeting and a whole lot of prospects will simply not be interested and ignore the ad. The good news for Wal-Mart is that there are a lot of prospects that fit the target profile, and as a result, they will probably sell a lot of those TV’s.

Do you think Wal-Mart was worried that if they advertised a specific TV model, that the rest of their inventory would not move? Hardly. In fact, they will be tickled pink if prospects just come to a store to look at the Toshiba TV on sale. Even if they don’t buy that model, perhaps they will buy a different TV or at least buy something before they leave the store. Most visitors will.

They succeeded. They generated a lead. Once they have a prospect in the store, chances are they are going to sell him something.

You can do the same thing. Think of the postcard as a way to generate a lead not a sale. Remember, leads turn into sales. Tantalize prospects with a single offer and be prepared to sell that offer or something else when they respond. Don’t be afraid to feature a low price. Most shoppers start off looking for the lowest price. Once they respond you can justify higher prices by demonstrating value.

So there you have it. Don’t try and speak to everyone when creating your postcard. Target one prospect and you will find there are many who fit the same profile. Even if you are speaking to only 5% of the prospects on your mailing list, make sure your ad is strong enough to get noticed by 95% of the 5%

What if you could increase that response rate by a couple of percentage points? That would mean more response, more business, more money… ahh, life would be good!

To be relevant to as many prospects as possible, your postcard message must be generic or broad. Unfortunately, generic messages generate the worst response rates. It may seem counter intuitive, but to increase response from a mass mailing, you must create a message aimed at fewer prospects.

In other words, if you are a Chiropractor, don’t send a postcard that looks like a Chinese Menu with a mind-numbing list of services and choices trying to appeal to everyone.

Remember, getting your money’s worth from a mass mailing is not measured by how may words you can fit on a 4 x 6 postcard.

Here is an example of how a Chiropractor can limit his message and get a better response

1- SEGMENT THE MARKET:
- Tried Chiropractic Treatment and currently have a Chiropractor
- Tried Chiropractic Treatment and were not satisfied
- Those who know nothing about Chiropractic Treatment
- Those with occasional pain
- Those with chronic pain all the time
- Those who are pain free and want to stay that way
- Those who deal with pain by using medication
- Those preferring treatment without medication

2- PICK ONE SEGMENT
Those who have chronic pain and want relief without medication

3- IDENTIFY A PROBLEM RELEVANT TO THAT SEGMENT AND OFFER A SOLUTION
Chronic Pain? I Offer Pain Relief Without Medication!
Free, No Risk Consultation – If I Can’t Help You, I Will Tell You The Truth

Perhaps only 20% of the Chiropractor’s mass mailing will have chronic pain and want to deal with it without medication. If he mails 5000 postcards, he will be speaking only to 1000 prospects. If only 2.5% of the 1000 respond, that’s 25 calls. Not bad.

This process can be used for any business.
1- Segment the market
2- Pick one segment
3- Identify a problem relevant to that segment and offer a solution

An auto insurance agent might target drivers with a good driving record who are not getting the discounts they deserve.

A home remodeling company may target those who want to save on energy this winter and offer storm window replacement.

In both cases, a specific offer directed to only a segment of the mass mailing will result in a higher response rate.

Homework assignment:
Apply the 3 point process to your business and send us the results. We’ll give you our opinion with no obligation.

EMAIL YOUR 3 POINT RESULTS: CLICK HERE

There are two main elements that affect the response rate of a postcard mailing campaign:

1-       The target audience or mailing list

2-       The postcard design

Both are important, but of the two, design is the most important. With a great postcard design you will always get some response, even if the mailing list is less than perfect. However, a perfectly targeted mailing list can yield zero response if the postcard is poorly designed.

So what are the secrets of designing a postcard that will generate a sensational response? We have developed a 4 Point Design Strategy that has been proven effective.

4 POINT DESIGN STRATEGY

Step 1 – THE GLANCE TEST
Everyone takes the mail out their mailbox, but not every piece of mail is read. There is an initial sorting process that determines, in a matter of seconds, what is perceived to be “Junk Mail” and discarded.

The bad news is, your postcard most likely falls into that category. So how do you avoid winding up unread, in the trash can? You must  pass the Glance Test, which takes place for a few brief seconds during the initial sorting process.

The goal is to let the prospect know what the postcard is about with just a passing glance. Seems obvious, but many postcards fail the Glance Test and are tossed out without getting the chance to deliver their message.

So, how do you design a postcard that will pass the “Glance Test”? Use a big headline, with few words, that shouts the main purpose and benefit of your offering.  A photo or graphic can also be very effective. A combination of both may be even better.

Step 2 – THE MAGNET
“Magnet” is the term we use to describe the lure, hook, special offer or incentive that will motivate the prospects you are targeting to respond to your advertising. Yes, it’s the bait that is most important when you are fishing for new customers. The stronger your magnet, the more business you will attract.

Which of the four magnets below do you think is the strongest?

Remember, you don’t have to give all the details. Just tantalize the prospect. The purpose of the postcard is to generate a lead, an opportunity to make a sale. The postcard normally will not make the sale, you have to do that.

Step 3 – YOUR CLAIM TO FAME
If you can avoid the trash can by passing the Glance Test and tantalize the prospect with a strong Magnet, your Claim To Fame is used to seal the deal. What is your level of expertise, why should you be trusted and what do others say about your product or service? Sometimes the claim to fame might be you. If so, don’t hesitate to include a photo and a brief professional biography. This is not the time to be modest.

Step 4 – THE CALL TO ACTION
How do you want people to respond? Call on the phone, visit your website or perhaps come to your physical location. If there is more than one option, make sure you emphasize the one you prefer with larger type on both sides of the postcard.

Design is the most important part of your campaign. Take your time. Show it to family, friends and even a few loyal customers. Remember, no one knows your business better than you do, so make sure you feel as confident as possible that your design is a winner before you launch.

Take advantage of our “No Risk Design Guarantee”. We’ll offer suggestions and make as many changes as needed (never an extra charge) until you are convinced the design is as good as it can be. Good Luck!

Repetition is one of the most important parts of any advertising.

Repetition is one of the most important parts of any advertising.

CAN YOU FILL IN THE BLANKS?

National firms, like companies that sell auto insurance rely on repetition to create a “top of mind awareness”. They recognize the fact that consumers may not be ready to purchase insurance the first time they see their ads. To prove the premise, fill in the blanks with the name of the auto insurance company below:

• You’re in Good Hands with ____________________
• Like a Good Neighbor ____________________ is there
• Call ____________________ , 15 Minutes Can Save You 15% On Car Insurance

Chances are you got all 3 right. It’s the result of repetitive advertising.

Studies have shown the importance of repetition. The more we see or hear something, the more likely we are to believe it and act on it. One report says that 59% of respondents will believe and remember the information they receive if they see or hear it 3 to 5 times.

HOW DOES THIS RELATE TO DIRECT MAIL ADVERTISING?

So how does this relate to Direct Mail Advertising? Think of it this way. If your goal is to “Grow Your Business”… for the same budget, it is better to mail to 1000 prospects 5 times, than to mail to 5000 prospects 1 time.

Here is an excerpt from an article by the National Federation of Independent Business:

“When designing and placing ads, many small business owners search for the magic bullet: an ad that is so compelling that customers will immediately pick up the phone and call to make an appointment. Remember, advertising is a process, not a one-time event. Advertising research has shown that a consumer usually needs to see an ad five to seven times before responding. This is what the ad industry calls the rule of seven.”

CREATE A TARGET MARKET, BUDGET AND MAILING SCHEDULE

We’ll help you identify your target market and create a consistent mailing schedule that will fit your budget.

Ask us about our payment options that make it possible to mail more for less money. You can save by placing a larger order and then pay as you mail.

However, when a campaign is successful, it won’t cost you money, it will make you money!

How can we improve the results of your next postcard mailing? By generating a bigger response. Well, it’s the message (or special offer) that makes people respond, right? So consider “Kicking It Up A Notch”!

Here are two examples:

____________________________________________________________

A Pizza Shop Drops a Mailing of 5000 Postcards with the Usual Coupons

- ESTIMATED RESPONSE: 3% – Or about 150 coupons redeemed
- COST PER RESPONSE: Cost of the mailing $1798 divided by 150 = $11.98
- REVENUE GENERATED: Average sale $20 x 150 responses = $3000 – not too bad

____________________________________________________________

What if we ”Kick It Up A Notch” and make a really remarkable offer:
“Try Our Pizza – Get a FREE Large Cheese Pizza, No Strings Attached”!

- ESTIMATED RESPONSE: An offer like that could triple the response rate to 9% or 450 coupons
- COST PER RESPONSE: Cost of the mailing $1798 divided by 450 = $3.99 (Much Lower!)
- ADJUSTED COST PER RESPONSE: Add in the cost of the “FREE” Pizza at $3.50 + $3.99 = $7.49
- REVENUE GENERATED: With a FREE Pizza, the average sale will drop to about $8  X 450 = $3600

____________________________________________________________

But don’t evaluate the success of the mailing by only the revenue generated from the coupons.

Let’s say of all coupons redeemed about 30% were new customers.

- NEW CUSTOMERS GENERATED with the Usual Coupon Offers: 30% of 150 = 45 New Customers

- NEW CUSTOMERS GENERATED with the FREE Pizza Offer: 30% of 450 = 135 New Customers

Consider the “Value Of A New Customer” over the next year (or longer).

- How many times will he purchase over the next year?
- How much will he spend over the next year?
- How many friends or family members will he tell about your Pizza?

Maintaining regular customers by rewarding them with special offers and at the same time generating new customers… that is how to Grow Your Business!

In both examples, enough revenue was generated to justify the cost of the mailing without even taking into consideration the potential of future business from new customers.

The usual coupons or a very special offer? You decide how aggressive you want to be.

It was tough to watch. I witnessed the chefs give their best efforts in a timed performance as the clock wound down,  until finally time was up. Ready or not, they were being judged by celebrity chefs and thousands of viewers across America.

Most of the competitors were trying to smile and put on a brave face while their food creations were ripped apart by the judges. One of the contestants had tried to create a towering dessert that consisted of several layers including cookies, cream, fruit and topped with a caramel sauce. It collapsed on the plate and although it probably tasted delicious, it looked a mess.

The chef with the dessert disaster listened to the judges criticism and then responded. “I don’t  feel bad. Only Mediocrity Escapes Criticism“.

She was so right. If you are trying to be the best. You should expect criticism. You should even welcome it! In fact, you should even ask for it.

In business, your customers are the “Celebrity Judges”.

We recently started sending out surveys to our customers after each completed sale. The survey includes 5 questions and the answers are multiple choice: A- Excellent    B- Above Average   C-Average and   D-Needs Improvement.  We have been delighted with the results. Just about every question has been answered “Excellent”.

However, we noticed that one of the five questions was often answered “Above Average”. Good enough, some businesses might say. Although we are getting a high mark, “Above Average” in this one area, for some reason, we are not being graded “Excellent”. We’re analyzing our process and won’t be satisfied until we achieve a top mark for all 5 questions.

The journey to becoming the best can be a long and exhausting one.  Criticism along the way can help keep you on the right path toward your destination. Remember, Only Mediocrity Escapes Criticism

When we evaluate the response of a Direct Mail Campaign, we use this 4 point check list:

1. THE TARGET or MAILING LIST
   [    ] STRONG
   [    ] AVERAGE
   [    ] WEAK
2. THE MAGNET or SPECIAL OFFER
   [    ] STRONG
   [    ] AVERAGE
   [    ] WEAK
3. THE POSTCARD DESIGN
   [    ] STRONG
   [    ] AVERAGE
   [    ] WEAK
4. MAILING PLAN (Repetitive Mailing Strategy i.e. Mail 5000 prospects 1 time or 1000 prospects 5 times?)
   [    ] STRONG
   [    ] AVERAGE
   [    ] WEAK

If possible, when fine tuning the postcard, try not to change everything at once or you  will be starting from scratch each time. The mailing list and the design should be pretty solid before launching the first mailing. Usually it’s the magnet or special offer that affects the response rate the most.

When setting up a mailing strategy, remember, higher priced products and services may take a series of mailings unlike lower priced items that are bought on impulse.

The good news is that after a few mailings, response rates should be very predictable. At that point, every mailing is an opportunity to increase sales.

If you would like us to help you evaluate the results of your last mailing – just give us a call 866-594-3069.