How to Create a Direct Mail Package

A direct mail package is an affordable tool that can be used to introduce or market a product or service with the ability to measure the success of the advertising dollars spent. If you are a business owner or are new to copy writing, create your own direct mail marketing package by following these steps.

Difficulty: Moderate

Instructions

Things You'll Need:

• Mailing list
• Letterhead
• Brochures
• Reply device
• Envelopes

1. Create a teaser for the outside mailing envelope. The goal is to get the recipient to open the envelope and read the direct mail package information. Write teasers that promise a discount offer or free gift and create urgency with a deadline. An example teaser might be "Get a FREE DVD player with all purchases made now through this month. Details inside!"

2. Write a letter and include a headline, body, call to action and postscript. Use the headline to relay the most important benefit, feature or offer. Build the body of the letter with benefit details. Create desire for the product by proving your case with facts or customer testimonials. Tell the reader what to do to get the product. Create urgency, make a no-risk guarantee and provide response options. Restate the benefits and the offer in the postscript and reemphasize the urgency.

3. Design a brochure for your direct mail advertising that supports the information given in the letter. Reemphasize the main benefits of the product, the offer, the call to action and the purchase instructions. Use visual elements such as photos, charts and graphs to reinforce the message.

4. Enclose a reply device to prompt the reader to respond immediately. Include a postage-paid business reply card or reply envelope with an order form. Recap the product benefits and the offer and guarantee information. Include the company name and contact information. If the reply device gets separated from the direct mail package, the recipient should have all of the order information necessary to make the purchase.

5. Mark all reply devices with promotional codes so you can track which direct mail packages work best.

Resources

• You can create interest in your direct mail package.
• Get an introduction to direct mail information.
• Get tips on lead generation from an expert.
• Read about the anatomy of a direct mail package.

[proximitia]

on 1/29/2008 Nice article! :-)