Making Direct Mail Work for Small Businesses

If you own a small business, then you know the value of affordable and effective marketing. Unfortunately, many traditional and online advertising methods are becoming quite expensive. This article will explain direct mail guidelines and methods.

Direct mail is an often over-looked method that can be very effective if executed properly. There are three guidelines to follow when conducting an effective direct mail campaign:

1. Catch the reader's attention immediately. You only have a few seconds to do this before your mail ad is thrown away as junk mail. Therefore, opt for postcard mailings instead of sending your offers in an envelope. If your business is relatively small and unheard-of, the reader will never open it unless your company's name is familiar to the reader. Envelope advertising is cheaper than postcard advertising, but is only effective if you have already built up name recognition.

When using the postcard method, you will need to be able to print images on the card. I highly, highly recommend investing in a quality home photographic printer. You will end up saving money in the long-term, and your printer will be right where you need it whenever you need it. Whenever you have materials printed professionaly, you pay for labour, expensive inks, and expensive equipment.

When searching for images to print on your postcards, remember the the point of this first guideline: catch your reader's attention. Of course you don't want an offensive image for your cards, but you do want one that is slighly "controversial". When choosing images for your cards, ask yourself these questions: Does it stand out among the rest?

Does it contain bold colors (but isn't an eye-sore)?

Does the image relate to my business or current offers in some way?

Does the image request user interaction? (ex. a face staring directly at the reader, someone pointing at the reader, etc.)

Does the image have enough white-space for some large text? 2. Offer the reader an incentive for responding. Unless the reader is and has been genuinely interested in your services/productsfor a period of time before receiving your postcard ad, they will never repspond unless you offer some sort of incentive. For instance, you postcard could also serve as a coupon; tell you reader to bring in that post card for a discount. Also, you could use the postcard ad as an announcment for a storewide sale. Be creative when offering incentives to your readers.

Be sure to make your incentive very visible on the postcard. Let's say, for example, your postcard is also serving as a coupon for 20% on your products/services. Print that "20% off" in large text with the image, along with your product type, such as "20% all dog beds". Then, on the other side of the card, usually with the recipient's address, print the discount again with any terms that may apply.

3. Target your readers. The best way to waste advertising money is by sending your direct mail to random people, paying no attention to whether they would actually buy something from you. This is much easier when dealing with business-to-business advertising. When it comes to consumers, find out their interests is a little difficult.

Test out the waters first. A good place to try first is InfoUSA. They sell mailing lists of consumers and businesses and may provide targeted consumer lists. You may be able to create interest in someone who has never heard of your products before, but when you are starting a new direct mail campaign and you have a very small budget, keep your list targeted. You don't want to try to sell a web site to a business that already has one, or try to sell a dog bed to someone who only keeps cats.

I hope this article has given you some ideas on making your next direct mail advertising campaign more successful.

About The Author

Sky Maya is the author of Best SEO Tactics - an excellent guide to optimizing your web site for high search engine rankings using proper and ethical tactics. Proven techniques! Buy it today and watch your site traffic explode!

This article may be reprinted freely as long as this resource box with all active hyperlinks remain intact.

info@bestseotactics.com

---

Small Business Success Secret: Focus on Your Genius Work?

Do you know what your genius work is? It's the... Read More

How to Raise Your Fees and Thrill Your Customers

Think the best way to get more customers is to... Read More

Implementing an Internship Program

CONSIDERING COMPANY NEEDS: In identifying your needs for the internship,... Read More

Pressure Washing of Paving Equipment and The EPA

Many pressure washing companies will be glad to take on... Read More

Top 10 Record Keeping Mistakes Business Owners Make (and How To Avoid Them)

If you interviewed business owners of failed businesses, a majority... Read More

Small Businesses You Can Start in Automotive

There are many choices when thinking about a small business... Read More

Get Approved for a Franchise

Deciding to start your own franchise is just one of... Read More

How to Find A Group that Needs Speakers

How do you find groups that are in need of... Read More

Designing a Franchise Training Program

If you intend to franchise your company you will need... Read More

Setting Up a Pressure Washer Rig to Clean Concrete

Maximum efficiency in the cleaning industry is a key to... Read More

Leveraging Business Relationships for more Profits

When should you leverage the relationship?Leveraging sometimes brings a negative... Read More

Survival Tips For Your Small Business

No matter type of business you operate you've got to... Read More

How Your Habits Control Your Small Business Success

Habit: A consistent behavior you perform so frequently that it... Read More

Self-Employment: Managing Your Money: Tips for Living with a Fluctuating Cash Flow (Part One)

The way you manage your money is one of the... Read More

Are You a Small Business Lone Ranger? Take My 10-Question Quiz To Find Out!

So what exactly is a "Small Business Lone Ranger?" A... Read More

The Truth About Government Grants for Your Business

Free money! Receive up to $25,000 that never has to... Read More

How to Manage Your Pipeline

How is your pipeline structured?I assume most of you have... Read More

9 Things You Must Do To Maximize Your Chances Of Obtaining A Small Business Loan

To get approval for your small business loan application, you... Read More

Small Business and Wichita

Owning a small business in Wichita, KS might not be... Read More

Organizing Tips for Small Business Success

If you discovered the bottom line in your business depended... Read More

Creating Lists to Learn About Yourself, Your Business and Your Customers

I love lists. I make them for everything. And I'm... Read More

FTC Adding to the Franchise Rule

Last summer the FTC put forth a report and then... Read More

Mobile Detailing VS Fixed Site Detailers

Mobile detailers will find themselves with lots of competition even... Read More

Electronic Franchise Disclosure and E-Signature Future for Investors

It has been discussed allowing Franchising companies to electronically disclose... Read More

13 Steps to Protect Yourself from Your Bank

The success of your business is critically dependent on how... Read More

Four Reasons Why Small Businesses Succeed (or Fail)

The American system of business management has been admired and... Read More

Franchise Rule to be Revised; Why?

The FTC, Federal Trade Commission, is considering modifying the franchise... Read More

More Business Card Uses

Why would you use an event pass?Event passes are often... Read More

Consistency with Janitorial and Cleaning Businesses

Consistency is a huge word when operating your business. I... Read More

Share Ad Expenses to Boost Profits

The challenges of the small business owner are well documented.... Read More

Lack of Vigilance Can Harm the Bottom Line

The easiest way to lift profits is to cut the... Read More

Local Search and Internet Yellow Pages - A Whole NewVocabulary for Small Businesss

Buyers want both online and local information about where to... Read More

Forming a Corporation ? Investors

You've come up with the best idea since sliced bread,... Read More