When creating a direct mail campaign, small businesses must have a variety of factors they must take into account, including size, layout, type of materials and color schemes. However, one of the most important aspects of hooking new customers is through creating engaging copy.
From the headline down to the postscript, a business’ must remember that its marketing materials’ purpose is to communicate what’s in it for the customer – what a business’ products or services can offer consumers.
If this is not clearly enunciated within the first 15 seconds of scanning the ad, the prospective client or customer will just move on. To ensure this doesn’t occur, small businesses should put this information in the headline.
However, to get customers to act on their interest in a product, businesses will need to encourage individuals to act quickly to purchase the product or take advantage of a deal.
“Start looking more closely at the marketing vehicles you receive every day, and you’ll begin to see that effective marketing always gives you a reason to act now,” Joe Gracia wrote for the website BusinessKnowHow.
And at the end of any mailing, businesses should make sure to include their contact information, including website address, location, phone number and hours of operation.
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