Direct mail can be one of the most effective tactics to reach your target audience. Developing a strategy for direct mail is critical to obtaining the best ROI. If you just roll out any piece without a clear plan you are throwing your good marketing money away.

Here are some tips I recommend:

Get Direct Mail Sales Leads...

You can’t go wrong with these Brand-Aid tips:

1) Less is more- Sell the sizzle not the steak.

2) A package works better than a self mailer- A well crafted package can out pull a self mailer by a ratio of 4/1.

3) Personalize it- Computer personalization of the targets name will result in a higher response and deliver your brand in a more professional way.

4) Make it a no risk offer- Let your prospect know that they will receive free information with no risk or obligation.

5) Set a deadline- This will create urgency within the prospects mind.

6) Always use business reply postage- You pay for the return.

7) Call to action- A statement such as “receive our free XYZ analysis” to help solve the prospects problem.

8) Include a reply card, web-site address, and phone number- you can potentially double your response if you include a business reply card or other vehicle for written response.

Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Franklin Sports and many others, including numerous emerging growth companies.

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