Creative Design & Formats
Direct mail can take on many forms. From coupons to advertorials, to newsletters and brochures, be prepared to test multiple formats over the long-term. Additionally, there are many different ad sizes, communication voices, and other strategies to test.
1. Use the AIDA formula. AIDA is an acronym which stands for Attention Interest Desire Action. Use this marketing formula to guide your creative process. Attract the attention of prospective customers, gain their interest, convince them that they need or want your product immediately, and tell them precisely how they can "get it" (ie: Call Now!).
2. Agitate emotions. Direct mail is most effective when it highlights a current problem or pain point, and delivers a simple solution with emotional benefits. For example, if you provide a service that repairs cracked bricks and home foundations, your direct mail may perform better by selling the idea of a "happy, solid home" to the consumer. (ie: "Protect your home, family, and happiness. Don't let it crumble on your watch.)
3. Test different ad sizes and formats. There are many options you should consider, such as postcards, brochures, and coupons. You'll never know which format is most-effective until you have completed and compared multiple tests. Plan a long-term strategy which enables you to gain data with each subsequent direct mail campaign.
4. Use positivity. People seek out good experiences, positivity, and results from their spending. Unlike political ads which use scare tactics and exaggerations, your marketing should focus on benefits, convenience, affordability, and happiness. These positive "triggers" result in more sales.
5. Communicate with an appropriate voice. For example, if your target audience consists of middle-class homeowners, your communication voice should resonante with them. Where possible, present your business as subject matter experts with good intentions, as opposed to using an insincere sales pitch. Remember, trust and credibility is key when consumers make their purchasing decisions.