Introducing some (S) marketing tips from Gene Thompson, the experienced business owner of Creative – Services Ltd. from Cardiff.
In order to create the right message for your market, you need first to research your market. Understand their needs and why THEY would want to buy from you. Avoid the broad-brush approach, by trying to target everyone – you are actually targeting no-one.
If you want to produce a direct mail campaign, consider digital printing. Modern digital print is hardly distinguishable from the conventional litho process, but has two very big advantages.
1) Print volume, you can print as little as one copy.
2) Variable data.
Personalise not only the recipient’s name, but also the company name too, or even the choice of images?
Structure your information to hit home hard and fast. Don’t spend valuable time introducing the company – the reader (at this point) really doesn’t care. Through your research you will have identified the need, and presumably you will have a solution to that need, (that’s why you’re contacting them). Keep the information brief and to the point, sell the ‘sizzle, not the sausage’. Then, and only then, tell them why you are the obvious choice… trustworthy, professional, experienced. Finally, always, always, always… have a call to action, so THEY know what to do next. And follow-up… just because they don’t call, don’t assume they aren’t interested.
Sounds expensive? Actually no – it’s very affordable. For more information, call Creative Services on 0845 241 9639, or email, firstname.lastname@example.org