Art
Siegel

Making Direct Mail Work For Big-Ticket Sales

Many direct mail pieces are designed to elicit an immediate order, which is fine for lower-value impulse items. In big-ticket selling, though, an immediate sales is not the goal at all;  your purpose is to pre-condition customers and generate qualified sales leads. Here are seven approaches to Making Direct Mail Work For Big Ticket Sales. 

Direct Mail Strategy 1: Use personal letters rather than mass mailers
A first-class letter has a better chance of getting through to the recipient than any other form of direct mail, and it is more likely to be read by the addressee. Because you can't tell your story unless your mail is read, getting through is everything.

Direct Mail Strategy 2: Direct mail works better when it is repeated
A letter from an unknown mailer may not be read. If it is read, it is often greeted with little credibility. But if the message is good, subsequent letters will get more attention. The more letters you send, the more you make it clear that you are in business to stay, and you are interested in this prospect.

Direct Mail Strategy 3: Vary your direct mail message, but stick to a theme
If people recognize your direct mail piece as one they have seen before, they may throw it away unread. If each piece offers some new, useful information, the recipient has more reason to read it. Make each piece informative and a little different, but continually support one well-focused idea. (Every mailing you receive from Publisher's Clearing House is different, but each one offers the same multi-million-dollar pitch.)

Big-ticket buyers tend to deal with specialists; they want the best company for each of their needs. Help them understand your greatest area of specialization.

Direct Mail Strategy 4: Tell the truth in direct mail
The more puffery you put in a direct mailer, the less credible your message. And if you get caught saying something that is not true, the reader's response will be much more negative than positive. Keep your messages simple and honest. The bigger the buyer, the more effective their B.S. filter.

Direct Mail Strategy 5: Be willing to make an investment over time
You won’t get a response from most of the people who receive your first mailing, but many of them will have read it. A few will even have a file with your company’s name on it. Every time you send out an additional mailing, a few more people will read it. And eventually, when they have a need or you make a follow-up sales call, they’ll know who you are.

Direct Mail Strategy 6: Never ask for anything major in an initial direct mailer
Sure, you may promote your company and your products, but don't ask unknown people to make an investment or any other big decision until they get to know you better. Ask prospects to take a small step:

• Call you.
• Expect your call.
• Read the brochure.

Direct Mail Strategy 7: Tell the prospect what to do next
Don’t just say, "Please call me if you have any questions." Say something specific and actionable: "Please answer the three questions on the enclosed card, and mail it back to me. Then, I’ll send you the free report."

Direct mail is powerful. Direct mail is effective. Direct mail pays for itself in added sales -- but only when you write it for maximum impact.

SeaBird Associates Inc
3011 NE 7th Drive
Boca Raton, FL 33431
Phone: 561-750-9233
E-mail: Art Siegel

About Art Siegel