I’m amazed how many people I talk to think they can mail out a postcard or brochure and their product or service will sell itself.
If only that were true!
You need to think of direct mail as a 2-step process. The purpose of sending a direct mailer is to drive interest in your product or service.
If your mailer gets the sale out of the gate – that’s great! But more times than not, you are going to have to do a little work too. All you need the mailer to do is initiate the contact. Then, you can capture their information, answer their questions and sell your product or service. After all, who knows your business better than you? No One!
The great thing about this 2-step process is – even if they aren’t ready to buy yet – you can now keep in contact with them. Let them know when you have upcoming sales, new products, etc… and it is this contact that will trigger them to make that ultimate investment – their money!