Messaging is something we harp on quite a bit and it’s no mistake. If you send a direct mail piece without a message or without an effective message, you’re unlikely to have a good return on your investment. Here are some tips for crafting your messaging:

Have a single idea as your focus:

What specifically are you trying to accomplish with this direct mail piece? You should have a single objective for your campaign. Is it get your prospects to a certain landing page? Have them call one of your sales associates? Buy something from your online store? Make sure you have a clear idea of what you want your prospects to do and that will inform the rest of your decisions throughout the process of creating a direct mail piece. 

Grab their attention:

If you saw that something you were interested in was 50% off, you’d certainly look at the direct mail piece and would probably consider making a purchase. Or if you saw an article that was about something you didn’t know about a process you were interested in, you’d probably read it. Having an attention-grabbing photo or headline helps as well. 

Propose a clear next step: 

This circles back to our original point. This comes down to making sure your prospect knows HOW to take the next step. Trying to make your sales reps’ phones ring off the hook? It might not be enough to simply list your company’s phone number. Something like “Call us for a free consultation” or “Mention this ad to one of our sales reps and get 10% off” create clear actions that can be taken and an incentive to take it. Remember, the more you ask someone to do, the less likely they are actually going to do it.