This week’s idea: A direct mail piece that oozes credibility!

with Neil Godin

Rumors of the death of direct mail have been (wildly) exaggerated, as Mark Twain would say. Here’s proof. For the second time in the same number of weeks, this flyer literally popped out of my mail. Printed one side. Folded. Two color. With print on the outside and the headline visible above the upper fold. So simple. So inexpensive (I was going to say “cheap” but that is “so” the wrong word, as your teen would say), because this simple direct mail piece just oozes credibility – and instantly differentiates Tracey, and positions him as an exceptional realtor who you can trust to get it done.  Here, Take a look…

Tracey Bosch-Langley's #1 Realtor

In 2010 and 2011, Tracey Bosch was the Listing Realtor, or Selling Realtor, or both, on 100 homes in my area here in Langley, BC.

Direct Mail is alive and well, and tucked in your daily mail

In marketing, we often hear that this is dead, or that is dead. Example: Email marketing. Because so many young people text each other now, many colleges (most?) have stopped giving students email addresses. Yet email is still the fastest, cheapest (and arguably Still The Most Powerful) marketing vehicle in existence. Another Example: Direct Mail is supposed to be dead – because it was replaced by email. The truth: Less direct mail makes “effective” direct mail – as in Tracey Bosch’s case – even more powerful, because there is less “junk” to compete with. (Is there really less junk mail these days? Hmm).

Your call to action

My marketing and sales consulting/coaching clients still use direct mail, and I encourage you to do the same – but judiciously. If you have an event coming up, for example, target the postal or zip codes where your best prospects are located. As always in advertising, make them an irresistable offer. Always include a deadline and a call to action – and a tracking device (such as, “Mention that you received this post card and you will receive our guide, ‘How to Avoid The Seven Costly and Stressful Mistakes that Everyone Makes When Remodeling Their Kitchen.’”)

If you follow these simple steps, direct mail may well prove to be as effective as your email campaign. You can easily measure the results of both. So. Why not Double Down?

Jonathan will be back with our Social Media Challenge on Thursday. And I’ll see you again next Tuesday.

Neil

Ps – Mark your calendar for Wednesday, May 30 at 11 a.m. PST. That’s the date that I will hold my first free one-hour TeleSeminar.  It’s titled, “To #&%! With the Economy: 3 Quick & Easy Ways to Ramp up Your Sales – Now!” – And it will be hot! You can’t register yet, but you can mark your calendar. And. I will keep you posted.

Pps – Jonathan hosts “Social Media 201.”  Want to dive deep into how to “really” use social media to build your business?  My Marketing Dangerously Social Media Challenge co-host, Jonathon Christian, is presenting “Social Media 201,” a new workshop on making your Social Media activity make you money! Note the date: May 17, 2012. For details email: jonathan@wemakestuffhappen.com.

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