No matter what your business is, you need customers. And to reach those customers and prospects, you’ll have to talk about the right things in the right place. Here are some tips on how you can content that will speak to your audience:

Who are you talking to?

The first and most important thing to determine is who you want to talk to, especially in direct mail. Casting a wide net quickly becomes expensive, so knowing what industry, area, and demographics you are trying to reach can help you reach out to the people most likely to become your customers. Have a prospect list? Even better!

What do you want prospects to do?

Do you want the people you reach out to to sign up for your newsletter? Reach out to a salesperson? Buy the product that is advertised as on sale? This will help inform your decisions and messaging for your content, which brings us to our next point:

What media will you use to advertise?

The first question you should ask here is where are my prospects spending their time? Is it Facebook? Is it their home or place of work? Is it on Google? These can help inform how you spend your advertising budget.

What does success look like?

While your initial goal will, of course, be a factor in this, do you have a way of tracking that goal? This will be important in determining the ROI of your campaign. Success doesn’t have to be solely defined by your primary goal either. If you were trying to get sales and get newsletter signups instead, that can be considered a success as the prospect is still engaging with your brand and perhaps means to do so in the future.