Think of Direct Mail as Introducing Your Business to a Stranger

The Rule of “First Impressions” Definitely Applies When Marketing with Direct Mail

Receiving a direct mail piece is like meeting a new person. You’re either instantly attracted to it, or you forget about it immediately. Direct mail needs to be designed to create a good first impression.

When meeting a new person, what goes into a good first impression?

1. Visual appeal that makes the other person want to know more about you
2. Establishing why this new person would want to interact with you: Being witty, knowledgeable, funny, charming, etc.
3. Quickly finding common ground
4. Active listening

Your direct mail piece has only one chance to make a good first impression before being tossed in the recycling. Follow these four marketing tips to design effective direct mail communications:

1. Visual Appeal	Use attention-grabbing visuals, photos and graphic design that clearly tell your business’ story and are irresistible to look at.
2. Establish Interest	Clearly explain what you do and what you’re offering. Have a clear goal of what you want the customer to understand and do once they get your piece.
3. Common Ground	Use language your customer understands and would use themselves. Early on, communicate why they should care and what’s in it for them.
4. Active Listening	Make it easy to get in contact with you by offering phone, email or text communication. Encourage customers to reach out with a compelling call-to-action.