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Direct Marketing: “9 response devices” to increase your hit rate that smart small businesses use Posted on October 9, 2018
Each piece performs a specific function and, because each is dedicated to that function, it does a better job than a mailer attempting to do everything simultaneously.
Here are 9 ideas (out of Thousand’s) that we are sharing this month from our library:
1) Encourage involvement with a quiz or checklist.
Is your offer relevant to your prospect? You can prove that it is by including a simple quiz: “Do you qualify for our 80% discount on life insurance?, Take this quiz and find out.” Or a checklist: “Here are 25 ways our investment course can turn you into a millionaire in 10 years.”
2) Make your offer tangible with a cheque or coupon.
If you’re offering $25.00 off, enclose a coupon or simulated cheque worth $25.00 and instructions for returning it with an order. If you can, offer a real cheque that provides an instant reward or even activates a service when cashed. A cheque can be personalised and show through an envelope window.
3) Dramatise your offer with stamps or stickers.
If you have several offers, configurations, or options, you can print each on a stamp and ask the recipient to affix one to the order form. If you have a simple offer you want to highlight, you can print it on a sticker which must be lifted and transferred to the order form. Stamps and stickers are highly involving and make it clear that some action is required.
4) Answer objections or highlight a benefit with a lift letter.
The lift letter is the dean of all inserts. It is usually a short message signed by someone of higher authority than the letter signer. It presents a second point of view, meets objections, adds credibility, highlights benefits, etc. Often it’s folded with “Read this only if you’ve decided not to order …” or words to that effect on the outside.
5) Increase credibility with a testimonial insert.
Testimonials often work best when you separate them as a stand-alone piece, which increases the “bandwagon effect.” You can also have a benefit headline to introduce them, such as “Over 3 million satisfied customers agree, a Wahoo Widget lasts so long, it’s the last widget you’ll ever have to buy.”
6) Prove your superiority with a sample.
Let’s say you’re selling a coat or jacket to outdoor enthusiasts which you claim will withstand all manner of torture. It’s waterproof, fireproof, rip-proof, stain proof, etc. Enclose a one-inch square of the fabric attached to a small card with instructions for testing the fabric. That way, your prospect can see it is everything you say it is.
7) Emphasise exclusivity with a membership card.
People like to belong. If you can structure your offer as joining a club or organisation, you can send a membership card printed on plastic or heavy paper. You can even personalise it, provide contact information, and list benefits. This transforms a mere transaction into something more beneficial and relevant to prospects.
8) Reinforce your guarantee with a merchandise return label.
It’s one thing to say a dissatisfied customer can return a product, and another to actually provide a prepaid return label in advance. It shows how confident you are in your product and lowers perceived risk. One way to do this is to combine a label with a lift note explaining the label and how there’s no risk or obligation for responding.
9) Announce last-minute news with a buckslip.
You don’t have to redo a whole package just because one small thing changes. Enclose a brightly-coloured slip touting a new feature, a premium, deadline, or special offer. Of course, there doesn’t have to be a change to use this technique. You can use it anytime to highlight something or test an offer or premium.
To see how you can improve your lead generation Click Here and we will arrange a time to show you our whole library of techniques and tools that we share with small businesses.