I realize that direct marketing has been discussed ad nauseum on the Internet and in the classroom. You can read until your eyes burst and your stomach turns and still not understand what is going on. Things change quickly and everyone has their opinion, but no one seems to agree on much of anything. When they do agree, it is never spelled out simply and directly. What I want to do here is offer three simple, easy direct-marketing musts that anyone can use.
1. The first thing that you are going to need is a good design for your direct-marketing pieces. Whether they are flyers, postcards or brochures, you have to have a consistent and memorable design that does many things at once. Your design has to catch the eye, send a message, brand your product and build trust. Not much to expect out of a design is it? Your next question is ”How do I make that happen?” Your best bet is to hire a professional graphic designer. I’m not stumping for any one in particular, but a good one will accomplish all of your goals quickly and expertly.
2. You have to have good copy on your printed pieces. Each piece of direct-marketing material has to capture the benefits of your product, the benefits of using your company, and convey a convincing call to action if you are ever to see sales conversions. Again, you will be better off if you hire a professional.
3. Lastly, comes the printer that you will entrust your campaign to. This will take more research than you think. Any printer can get the job done, but will it fit your needs? Will they ship where you want? Do they offer a direct-mailing service that you can plug your mailing list into? The best printer for you can answer yes to all of these questions, then followup by performing to their word.
To me, these are the three most important aspects of a direct-marketing campaign. Do you have any other ideas or points that you think should be addressed?