The list. This is the cornerstone of effective direct mail in the Seattle-Tacoma market. Seattle-Tacoma has a fragmented market. One neighborhood can have people earning $100,000 or more per year and a few block over you have people earning under $40,000 That's why Just because you can get a cheap list, or even a list for free, it may be far less effective than a good well defined list. A strong list advertises to people that are your prospect. The best list for you may be the one you pay an arm and a leg for. The more targeted the list of prospects, the better. If you are selling a book on, say, cooking or a service like indoor tanning, you will want to find a list of people who cook or participate in indoor tanning. Try any other list and you may end up saying, "Direct mail doesn't work." This is one of my pet peeves about direct mailing services like Val-Pak. They mass mail to everyone and the only people that tend to use Val-Pak are those looking for a coupon for a pizza or cheap oil change. Direct Mail can do better and a targeted list is the first and most important place to begin.

2. The offer. What you offer to your targeted list better be something they cannot get anywhere else, while also being something priced to make a profit for you. I like private sales. With this concept you don’t give away the store, you just talk about massive savings. If you are in the insurance business, you will want to talk about flexibility and service. If you offer a book on cooking that anyone can buy down the street for two dollars less, you'll end up saying, "Direct mail doesn't work."

3. The Copy and Design. It is important to present your offer to your targeted list in a professional manner. Make sure the design and copy work as a team to set off all the emotional hot buttons while also maintaining interest and going for the sale. Some of the best copywriters are paid upwards to $10,000 to write a single sales letter simply because the creative aspect of your direct mail campaign is that critical. It is not uncommon in the marketing business to run into people who tried to write their own letters and ended up saying, "Direct mail doesn't work."

Direct mail DOES work. Direct Mail can be a very effective targeted method of advertising. Here is one additional key; direct mail is a zillion times more effective after mainstream media has been employed for a time. Everyone wants an offer from a name brand, but an offer from a company or person you never heard of is of far less value. Become a name brand, and then hammer in some powerful messages with direct mail.

Adstar Advertising Inc. can help you develop a direct mail campaign. Call us @ 206-686-1044 or visit our website at: http://www.seattleadvertising.com

Have a productive day…

Robert Zink

Adstar Advertising Inc.