One of the big advantages of direct mail is that the conversation you can have with a prospective customer can be much more detailed and nuanced than other marketing media. There are some key words and phrases that are proven effective in getting the attention of your prospects and customers. These categories are definitely things to consider for your copy:
- Words and phrases about money. Free, reduced, sale, 50% off, buy one get one free, etc. Depending on your brand, you may not want to use this tactic sparingly rather than tie your entire sales strategy to offering the lowest price. When used properly, though, this is a surefire way to get immediate attention.
- Urgency terms. Last chance, for a limited time only, expiring soon, etc. It’s always important to counter your recipients’ urge to put a direct mail piece down and deal with it later. These phrases help get your prospective customers to act by creating a strong sense of urgency
- Emphasis on scarcity. Limited quantity, special edition, supplies limited, tickets going fast, etc. Like the urgency terms, these are intended to get your prospects to act now. When something is scarce, people want it more and will pay more for it.
- The customer’s name. As simple as this sounds, no one wants to be referred to as “occupant” or “current resident.” If at all possible, personalize your mailings by using the customer’s name. Keeping your lists up to date is important here, to maximize the likelihood of having the correct name.
While these tactics won’t cause people to immediately dump money into your hands, they are designed to make your prospects pay attention and act. The key is to employ these words in a way that speaks to your customers, telling them you understand their concerns and can help them solve their problems.
Put these strategies to work for your company – contact us today and we’ll get started together!