Below is a winning direct mail promotion that's so good, it could be a perfect.
And you can easily copy it, with a little effort.
Here's the story ...
The 3 most important parts of any promotion, according to Gary Halbert (a titan of marketing and copywriting) are, in order:
1. The list
2. The offer
3. The creative
1. The list -- Who are you promoting to? Tip: The best list is your list of current and past clients, the people who already know, like, and trust you.
2. The offer -- What are you offering in exchange for their money and/or time? How do you want them to respond? Tip: The more emotional and risk-free your offer, and the easier it is to respond, the better.
3. The creative -- What are you saying or doing to get a response from your list to your offer? Tip: If you get the list and offer right, your creative often resolves itself. And the most important among creative elements is attention. Because if you don't get your prospect's attention, all is lost.
Now, here's the "perfect" direct mail promotion that prompted me to write this post.
First, this envelope got my attention:
Hand-addressed with a live stamp, it stands out in a sea of junk mail. Perfect creative choice for this direct mail promotion.
Second, the face of the greeting card inside:
As a dog parent, it gets my immediate attention. Another creative win.
Third, it's a personal, emotional message from a charity I've donated to before, reminding me exactly how generous I've been ($168):
This is a trifecta: Perfect list, offer, and creative for this direct mail promotion.
Fourth, the enclosed self-addressed stamped envelope (SASE) makes it easy to respond:
Perfect offer, with bonus points because the stamp guilts me into using the envelope.
What happened next?
I wrote a check for $168.
Now. The Animal Rescue Foundation would lose their shirts if they mailed hand-addressed letters with live stamps and SASEs to names out of the phone book.
But because they're promoting to the perfect list -- past donors -- they can afford to invest the time and effort to send me an irresistible offer and brilliant creative.
You can, too, if you've got a list of current or past clients.
And here's help, if you've ever wanted to try direct mail but didn't know where to start ...
... or you've tried direct mail, but didn't get good results.
I call it The Paper Email.
It's direct mail for busy people.
It's fast. Easy. Cheap.
And it works.
I invented it by accident about 6 years ago.
Since then, I've used the Paper Email to get attention (and sales!) from busy executives and entrepreneurs ... magazine editors ... even Seth Godin, the marketing uber-guru (he called me from his car).
Anyway, if you can write an email, stuff an envelope, and lick a stamp ...
... the Paper Email can build your business.
In fact, if you give Marketing Multipliers a try today, I'll send you a Paper Email template and easy instructions to create your own perfect promotion.
It's easy to get your Paper Email, plus 10 other business-building tools:
1) Try Marketing Multipliers for free; click below now
2) Then watch your mailbox next week