Direct & Bulk Mail Postcard Bootcamp - Design and effective Ad
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Hi. I'm Mike with dynamicdirect.com. Direct mail marketing is a great way to build your business, and a postcard mailing or door hanger distribution are two very effective direct marketing methods. The design of your postcard or door hanger will greatly affect the success of your campaign. Here at dynamicdirect.com, we've developed a 4-point design process that results in an effective postcard or door hanger. I'll let some of our other team members explain the details.
Hello. I'm Joe from the direct mail department at dynamicdirect.com. The first step in the design process is to make sure your postcard or door hanger passes The Glance Test. The person who takes the mail out of the mailbox or removes the door hanger on their front door will quickly scan it, and in a matter of seconds, decide whether to keep it or toss it. Get their attention and let them know what your ad is about by using a headline, or sometimes the right picture or graphic will do the trick. You can also combine a headline and a picture.
How do you know if it passes the glance test? Show it to family members, friends, or customers. Flash it for about four or five seconds, and then ask them for their impression. Now here's Kyle to tell you about Step 2.
Thank you, Joe. The second step in our design process is to develop the magnet. The magnet can be a special offer, a discount, or a unique product or service. It's an incentive for potential customers to try your product or service. The magnet doesn't have to cost a lot, but it must have a perceived value to the prospect.
Thanks, Kyle. Hi. I'm Andrea from the door hanger department, here to talk to you about Step 3, Your Claim To Fame. By using Steps 1 and 2, we have gotten the attention of your prospect and also given some motivation to respond. Now we need to seal the deal by building credibility.
So let's highlight your claim to fame. Your claim to fame might be the number of years you've been in business, having the lowest prices or largest selection. Maybe it's the awards or recognition your business has received. It could be membership in community or industry organizations, or you may be the only one in town offering a particular product or service. If you are a professional, like a dentist, Realtor, or insurance agent, your claim to fame might even be you, your expertise, and the personal service you offer.
This is no time to be modest. When advertising, take advantage of every strength you have. Now let me introduce Travis to tell you about the fourth and final step in the process.
Thanks, Andrea. The final step in our 4-step process is The Call To Action. How do you want people to respond? By telephone? By email? Perhaps you want them to go to your website. Some businesses prefer a mail back response or an actual visit to their location.
Make sure your call to action is clear, and large enough, and shown on both sides. Giving an option of more than one call to action is a good idea. Be sure to list them in order that you prefer. Use larger or bolder type to emphasize the number one choice.
Thanks, Travis. So let's put this training into action on your next postcard or door hanger. And remember, direct marketing is an ongoing process, so track your response carefully, and fine-tune your message accordingly. Till next time, thanks for watching.