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Sell More by Educating Your Customers

Are most of your marketing campaigns used for direct sales? If so, why not mix it up? Try using your next mailer to offer advice or a helping hand instead. It’s a great way to sell products and deepen customer loyalty at the same time.

Just look at Home Depot. Why do you think it offers free seminars on do-it-yourself projects? Sure, seminars offer great advice, but they also generate additional sales for the home improvement giant. Attendees learn about a new product or technique, then while they are excited and motivated to try something new, they buy materials for completing one of those projects while they are right there in the store.

Think about all the products that get sold from a seminar on sponge painting, for example. Out of one event, the retailer might sell things like:

• paint
• sponges
• paint rollers
• rolling pans
• paint brushes
• edging tape
• edging blades

They will probably also sell a bunch of unrelated items such as light bulbs, lawn fertilizer, and kitchen drawer hardware pulls, too.

Think about the products and services that you offer. What educational materials could be developed around those products? How could seminars, newsletters, even tips and tricks postcards promote sales indirectly by offering ideas and solutions and letting customers get excited enough to try them or develop their own ideas?

Let us help you develop a direct mail campaign promoting your next educational effort!

Old Vs. New Media: Which Is Better?

When it comes to the effectiveness of local advertising, which is better, traditional media or new media? The answer might surprise you.

When local advertisers asked about which channels are most effective for building their businesses, Borrell Associates found that companies rated both equally. On a scale of 1 to 5, traditional media ranked 2.83, while digital media ranked 2.86.

“The push and pull between ‘old’ media and ‘new’ has occluded the fact that both are effective means of advertising products and services,” notes Borrell in its Chart of the Week [1]. “There are differences within each, however: the kings of traditional media, according to advertisers, are television and direct mail; the kings of digital are social, search, and email.”

So if you think that traditional channels are waning in favor of digital ones, think again. Traditional channels, including direct mail, remain strong for a simple reason. They work.

Source: Borrell’s Annual Survey of Local Advertisers, April-August 2017; n = 3,508 responses.

5 Copy Tips for Better Direct Mail Response

Target Marketing recently published a terrific article on generating responses with direct mail. It doesn’t point to data-driven personalization, multichannel integration, or psychographic targeting, although all of these are important strategies. The article talks about the basics of effective marketing. We’ll summarize the points here and illustrate them with a TV commercial most of us will recognize: “Not You” from

1. Create an either/or scenario.

In this scenario, there are two options: use your product, and things go well, use the other guy’s product and invoke disaster.

2. Use a real-world story to illustrate the consequences of the two choices. does a great job with this. In the TV commercial, two women are looking at online pictures of the house one of them is buying. A third woman shows up and complains that this is the house she wanted. There are two primary characters here: you, who used to find and purchase the house quickly, and “not you” who didn’t use and missed out. Whether we’re in the market for a new home or not, this is a scenario with which we can all relate.

3. KISS — keep it simple.

Direct mail isn’t the place to get technical. You are creating a scenario and tapping emotions to make your point. In the world of direct mail, simple sticks.

4. Focus on solving a problem. does this especially well. Problem: I don’t want someone else to get the house I want. Solution: Use Everyone understands this simple problem-solution scenario.

5. Use images to evoke emotion.

In direct mail, you have a matter of seconds to convince the recipient that the piece is worth their time to pick up and read. People process visual information much more quickly than text, so use images to your advantage!

Direct mail is a powerful tool for getting a message into people’s hands quickly. Use these tips to make the most of the opportunity!

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