How to Really Get People to Read Your Direct Mail Offer

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Now…the article!

How often have you heard me talk about the importance of repetition in your leaflet delivery campaigns?

I know I sound like a broken record, but I can’t say it enough!

You simply HAVE to hit your target audience with your marketing leaflets repeatedly for it to be even more effective.
Why do you think you see the same TV ads over and over? (Because they know repetition works!)

BUT, here’s the trick:

Repetition is only one of TWO elements so many business owners struggle with.

The other one is a little trickier, but it’s very important…

It is the benefits!

You’ve heard me talk about this before, too, and maybe “benefits” sounds a little abstract.

So I’m going to explain what benefits are, why they’re so effective and how to use them on your leaflets and direct mail pieces.

First things first:

Let’s look at the online definition of “benefit,” as it applies here:

Benefit (noun, from Anglo-French benfet and Latin bene factum): “a good or helpful result” or “effect or an advantage or profit gained from something.”

Benefits are what your prospect gets as a result or effect of doing business with you.

But…

Many business owners fill up their leaflets and marketing pieces with features (Definition: an interesting or important part, a distinctive attribute or aspect of something, quality, ability, etc.).

Features are nice to have, but they don’t tell your potential customers what’s in it for them. If they don’t see RIGHT AWAY what they’re going to get out of it, they won’t even bother to read your leaflet!

It’s all about seeing things from your prospect’s perspective, and really spelling it out.

Some examples:

  • Feature: Low-interest rates (that’s what you offer)
  • Benefit: Lower monthly payments (that’s what THEY get)
  • Feature: Flexible hours (what you offer)
  • Benefit: Appointments at your convenience (what they get)
  • Feature: 1,000s of family cars to choose from (what you offer)
  • Benefit: Find the perfect car for your family (what they get)

See the difference?

Figure out 3 to 6 benefits of doing business with you, then list them on your leaflet and maybe on your website as well, starting with the biggest benefit, then in descending order of importance.

Then, if you want your leaflet to really pack a punch:

Be specific: Explain (briefly! You don’t have much room) HOW you will deliver those benefits.

Establish trust: Give them a reason to believe you! Include some form of social proof — like a testimonial from a happy customer.

Eliminate risk: If you can offer a guarantee, do it! This takes away the risk of trying out a new business (yours).

Make it easy to say yes: Make them an offer that no reasonable person with an interest in your product or service could refuse. Your prospect should perceive it as very valuable, but it shouldn’t cost you too much.

Create urgency: Put an expiration date on your offer, or indicate that supplies are limited and that they should act NOW.

Make it simple: Your call to action (CTA) should tell them exactly how to order your product or service or contact you for more information.

Many of you have asked me for real-world examples of the top marketing offers and features that should be showcased on leaflets, flyers, brochures and direct mail campaigns. And that’s what I will show you in my next article, hoping that it will stir your imaginations and boost your leaflet delivery campaign results.

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George Oliveira

Full-stack Marketer at All Homes
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