Small Business Guide - Small Business Resources
    (Add to Favorites  |  View All Articles  |  Resource Directory)

Direct mail can be very effective if executed properly


Making Direct Mail Work for Small Businesses


If you own a small business, then you know the value of affordable and effective marketing. Unfortunately, many traditional and online advertising methods are becoming quite expensive. This article will explain direct mail guidelines and methods.

Direct mail is an often over-looked method that can be very effective if executed properly. There are three guidelines to follow when conducting an effective direct mail campaign:

1. Catch the reader's attention immediately. You only have a few seconds to do this before your mail ad is thrown away as junk mail. Therefore, opt for postcard mailings instead of sending your offers in an envelope. If your business is relatively small and unheard-of, the reader will never open it unless your company's name is familiar to the reader. Envelope advertising is cheaper than postcard advertising, but is only effective if you have already built up name recognition.

When using the postcard method, you will need to be able to print images on the card. I highly, highly recommend investing in a quality home photographic printer. You will end up saving money in the long-term, and your printer will be right where you need it whenever you need it. Whenever you have materials printed professionaly, you pay for labour, expensive inks, and expensive equipment.

When searching for images to print on your postcards, remember the the point of this first guideline: catch your reader's attention. Of course you don't want an offensive image for your cards, but you do want one that is slighly "controversial". When choosing images for your cards, ask yourself these questions: Does it stand out among the rest?


Does it contain bold colors (but isn't an eye-sore)?


Does the image relate to my business or current offers in some way?


Does the image request user interaction? (ex. a face staring directly at the reader, someone pointing at the reader, etc.)


Does the image have enough white-space for some large text? 2. Offer the reader an incentive for responding. Unless the reader is and has been genuinely interested in your services/productsfor a period of time before receiving your postcard ad, they will never repspond unless you offer some sort of incentive. For instance, you postcard could also serve as a coupon; tell you reader to bring in that post card for a discount. Also, you could use the postcard ad as an announcment for a storewide sale. Be creative when offering incentives to your readers.

Be sure to make your incentive very visible on the postcard. Let's say, for example, your postcard is also serving as a coupon for 20% on your products/services. Print that "20% off" in large text with the image, along with your product type, such as "20% all dog beds". Then, on the other side of the card, usually with the recipient's address, print the discount again with any terms that may apply.

3. Target your readers. The best way to waste advertising money is by sending your direct mail to random people, paying no attention to whether they would actually buy something from you. This is much easier when dealing with business-to-business advertising. When it comes to consumers, find out their interests is a little difficult.

Test out the waters first. A good place to try first is InfoUSA. They sell mailing lists of consumers and businesses and may provide targeted consumer lists. You may be able to create interest in someone who has never heard of your products before, but when you are starting a new direct mail campaign and you have a very small budget, keep your list targeted. You don't want to try to sell a web site to a business that already has one, or try to sell a dog bed to someone who only keeps cats.

I hope this article has given you some ideas on making your next direct mail advertising campaign more successful.

About The Author

Sky Maya is the author of Best SEO Tactics - an excellent guide to optimizing your web site for high search engine rankings using proper and ethical tactics. Proven techniques! Buy it today and watch your site traffic explode!

This article may be reprinted freely as long as this resource box with all active hyperlinks remain intact.

info@bestseotactics.com


MORE RESOURCES:

News provided by Yahoo! News and Google News

'Small Business Basics Series' begins in March
UTICA -- The Small Business Development Center is presenting a “Small Business Basics Series”, a course for entrepreneurs and existing small business owners. Six stand-alone modules plus available one-on-one counseling qualify for a Certificate of Achievement in Entrepreneurship. The location is SUNY Polytechnic Institute, 100 Seymour Road, Utica, NY, Donovan Hall.

Fla. lawmakers propose small biz sales tax holiday - First Coast News

First Coast News

Fla. lawmakers propose small biz sales tax holiday
First Coast News
A link has been posted to your Facebook feed. Join the Conversation. To find out more about Facebook commenting please read the Conversation Guidelines and FAQs. Fla. lawmakers propose small biz sales tax holiday. If two state lawmakers get their way, ...
House bill offers small biz tax reliefTire Business

all 22 news articles »

Small Business Economy Continues To Grow Modestly
NEW YORK, Feb. 23, 2015 /PRNewswire/ -- Newtek Business Services Corp., (NASDAQ: NEWT), The Small Business Authority ® , announced today the release of the SB Authority Index of small business indicators ...

Small Business Column: Time for Irish SMEs to take advantage
In this week’s Small Business column Kehlan Kirwan argues that there is government money on offer through grants and tenders and it’s high time for Irish SMEs to start ‘milking the system’.    

Small Biz Breakfast on Changing Technology Trends - HamletHub

Small Biz Breakfast on Changing Technology Trends
HamletHub
Aaron Syman and Denise Echegaray, technical specialists from Verizon, will discuss Technology Trends that Are Changing Small Business. Wireless communication is the key to staying ahead of your competition. Our focus will be on the Internet of Things: ...

and more »

Mayor makes another vow to cut small-biz red tape - Crain's New York Business (blog)

Mayor makes another vow to cut small-biz red tape
Crain's New York Business (blog)
Mayor Bill de Blasio unveiled a five-year, $27 million plan Tuesday aimed at slashing red tape for small businesses, including a proposal to help business owners avoid pesky violations and fines. The plan, entitled Small Business First, includes 30 ...

and more »

Small Biz in a Digital Age: Analytics - Know Your Options - GoLocal Worcester

Small Biz in a Digital Age: Analytics - Know Your Options
GoLocal Worcester
The world of business is moving faster -- hyper fast. Small businesses face the challenge of trying to keep up and innovate their business to create an advantage. This week, GoLocal brings you a look at how to select where to get your analytics data ...

Small Business Q&A: Peter Cosgrave, CPL Recruitment
In this week’s Q&A, Kehlan Kirwin talks with Peter Cosgrave from CPL Recruitment, who has gained insight into how companies can future proof their business.

TD Bank Small Business Pulse Check Finds 70 Percent of New York City Businesses Optimistic about 2015 Opportunities
CHERRY HILL, N.J., Feb. 23, 2015 /PRNewswire/ -- New York City small business owners have a positive outlook on their business prospects in 2015, according to the second annual Small Business Pulse Check by TD Bank, America's Most Convenient Bank®, a regionally focused survey that explores the challenges and opportunities facing small businesses. TD Bank asked 495 business owners across the five ...

Home | Site Map | Privacy Statement | More Articles
© 2006