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?
- Visual appeal that makes the other person want to know more about you
- Establishing why this new person would want to interact with you: Being witty, knowledgeable, funny, charming, etc.
- Quickly finding common ground
- 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.|