Direct mail is great for getting your name out there, but it can do so much more than that for you. A good piece should push to drive sales, and there's no better way to do it than making an offer your prospects can't refuse. You will still need to make money from your mailer, so you shouldn't give away deals that you can't afford to make. Here are some effective ways to amp up your offer:
1. Focus on the Benefits Don't waste space in your mailer by talking endlessly about the features of the product. Instead, only show how the product will benefit the prospect. You don't need to go into details like how amazing it looks, all the different modes it has, or what all the buttons do. This will bore a person, and in all honesty, they won't read it. People buy products for what they will do for them. They don't buy the product because they appreciate all the features, what they really appreciate is the benefits.
2. Minimize perceived risk. When people purchase from direct mail, it can cause a level of uncertainty. Usually, it is a business or product they have not worked with previously, and they are putting a level of trust into your campaign. When people feel like they are putting something at risk by going with your offer, it can drive away sales. One way to minimize this perceived risk is to offer a guarantee. 30, 60, and even 90 days are common money back guarantees to use. Another option that can work for some business models is for you to take on all of the risks, so the buyer feels as if there is nothing at stake for buying the product. An example of this would a diet pill company offering their product for free, and the customer only pays if they lose 10 pounds. This can be tricky because you are taking all of the risks, but it can also bring a lot of rewards depending on your business model.
3. Include Testimonials. With the introduction of the internet, reviews have almost become expected. For almost any service or product, there are reviews waiting to be read. We look for others validation as proof that we are making the right buying decision. Include testimonials in your sales pieces to make your offer seem more credible.