Generate High Response Rates with Direct Marketing
A lot of marketing is designed for brand image, rather than effectiveness. This grabs attention, but what if you need more? Can your direct marketing make customers think and react to your message subconsciously? Can it help you generate higher response rates? With the right strategy, of course, it can!
Most customers don’t remember where or when they first encounter a brand. They build their perception over time with repeated exposure. Once brand awareness is developed, the brand gets instant recognition. Brand awareness allows your sales message to make a stronger impact, enabling it to garner higher response and engagement.
Tips and Tricks
Enhancing your brand, product, and sales messaging in your direct marketing campaigns will help you generate better results. Use these tips to your advantage:
- Either or Scenario Option: Your customer already knows who you are; limit their message to two options. The best choice is your product or service and the worst choice is not selecting to do business with your brand. Make a sharp delineation to make it clear that they should choose your product or service.
- Story: Reinforce that best choice by using a real-world story to show how that product or service helped real people. Make the story clear and to the point.
- Message: Keep the benefits list short and simple. Don’t overwhelm with technical jargon or meaningless statistics. Sell the benefits and use that in your message.
- Problem Solve: The best-selling stories show how a product or service solves a problem. Make sure the message is not that your product or service is a “nice” to have, but a “must” have. Feature one major benefit per piece.
- Images, Graphics, and Color: Create an emotional response using powerful images. With Darwill's variable data printing, these images, colors, and messages can even be personalized to specific customer types.
Emotional Appeal
Also, keep in mind that direct marketing should appeal to the emotional side of the buying decision. Too much information can stall or end a buying decision. Highlight the main benefits that solve their problems, and that’s it.
Darwill Can Help
Contact the marketing experts at Darwill to find out how we can help your business align with best practices for targeting and for personalization.
