YOU’VE GOT (PHYSICAL) MAIL 9 Characteristics of Effective Direct Mail Marketing
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In a burgeoning digital world, a direct mail campaign can be one of your biggest assets. In fact, 11 percent of Americans do not have internet access, nearly half of all millennials enjoy physical mail, and about 41 percent of consumers use digital and print coupons equally. Those are numbers you cannot afford to ignore.
Opening Day Hamburgers
Since postage and print are an investment, an effective plan for direct mail is essential. Learn more about creating a powerful direct mail campaign with the following tips. 1. Make It Look Good: Your headlines, photos, and introduction paragraph are the hook that will reel your audience into your piece. However you do it, it needs to answer the most pressing question writers face: “Why should I keep reading this?” 2. Make It Sound Good: To keep a person invested in your product or service, explain the valuable aspects of what you’re offering. 3. Don’t Promise The Moon: Avoid making promises you can’t keep. The idea isn’t to make people skeptical; you want them to see your benefits are tangible and valid. 4. Learn More: If you don’t know your product or service, your audience will be able to tell. Be the expert on what you’re writing about. 5. Provide Proof: Even masterful writing can’t hold a candle to the benefit of a client success story. (If you’re not collecting testimonials, you’re missing a huge part of your sales arsenal!) 6. Keep it Simple: Short sentences, to-the-point paragraphs, and easy words are some of the best tools to keeping a reader engaged. You’re writing this for responses, not a Pulitzer Prize. 7. Keep it Clear: Offer an easy way to respond to your campaign and provide simple steps. Toll-free phone numbers and postage-paid envelopes are a great start. 8. Freebies: Who doesn’t love free stuff? Offering a giveaway is a great way to get people interacting with your campaign. 9. Eliminate the Risk: The chance for a response is more likely if your potential customer has nothing to lose. Offer a guarantee, and you will reap huge benefits. These nine steps will help you create a direct mail campaign that will generate results, and we’re here to help you fine-tune your campaign even more. If you’d like a free copy of Steve Counts’ “Seven Secrets to Direct Mail Success” booklet, call 417.881.5309 or email steve@ digitalprintink.net.
With no fancy sauces, no frills, and no cheese,
these All-American burgers are perfect for the start of baseball season.
ingredients
• • • • • • • • •
1 pound ground chuck, 80 percent lean 4 soft, white hamburger buns, split
4 1/4-inch-thick tomato slices
12–16 pickle rounds
4 small leaves iceberg lettuce 4 1/4-inch-thick yellow onion slices
1 teaspoon vegetable oil Salt and pepper, to taste Condiments of your choice
directions
1. Lightly grease a small nonstick skillet with oil. Heat over medium-high. 2. While heating, gently shape meat into four patties 3 1/2 inches in diameter. Be careful to handle the meat as little as possible to prevent tough burgers. Season liberally with salt and pepper. 3. Sear patties on each side, about 1 minute per side. Reduce heat to medium-low and continue cooking until desired doneness, about 1 more minute per side for medium- rare, 2 more per side for medium-well. 4. Let meat rest for a minimum of 3 minutes. 5. To assemble, place patty on bottom bun and top with tomato, pickles, lettuce, and onion (in that order). Spread condiments on top half of bun and place on top of onion. Serve.
Inspired by Saveur magazine
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