Have you ever been in the presence of a great salesperson? Great salespeople are not only friendly and helpful, but after talking with them, you realize that you not only want the product they are selling, but you need it. You didn’t know how much until now! That’s the goal of direct mail — to be that great salesperson that helps your customers discover how much they need your products. Here are three tips for making that happen.
1. Think “Persona,” Not Demographics.
When creating targeted mailings, marketers are increasingly positioning their products to people, not demographics. They do this using personas, or hypothetical profiles of how specific customer groups behave. Take buyers of trail running shoes. Trail runners might have similar personas but very different demographics. They may vary significantly regarding age, gender, marital status, and presence of children in the home, for example, but have similar personality traits and priorities. Similarly, even though hybrid cars and traditional vehicles may have similar styling and price points, the personalities and preferences of the buyers in each category may vary significantly. Their demographics are similar, but their personas are different. By targeting your messaging to personas rather than just demographics, you can make your mailings even more effective.
2. Turn “Want” Into need.
Sometimes we purchase things that we want, but we always buy what we need. When you turn your product into a need rather than a want, you increase your chances of making a sale. To do this, tap into consumer emotions such as fear, status, or protection. Car insurance companies do a great job of this by showing young drivers calling their parents late at night after breaking down on the side of the road. Suddenly, free roadside assistance goes from a want to a need.
3. Create a Sense of Urgency.
Create a compelling call to action and then give people a deadline. Use the outside of the envelope, the body of the letter, or the front of the postcard to create a sense of urgency. This coupon expires after a specific date. Only the first 100 callers get the deal. People want your products, so get them to act now before they forget.
