Do you ever use direct mail? I bloody love direct mail. There isn’t really that much of it anymore, and what there is tends to be a bit crap.
So if you’re doing it well, it works.
You can have a lot of fun with it too, with what we call ‘lumpy mail’ – and it doesn’t have to cost the earth.
But when you’re weighing up the pros and cons of spending money on pricier direct mail, don’t think of it as a cost. Work out what the lifetime value of your prospect is, and you’ll probably see that the direct mail investment is peanuts in comparison.
A copywriter I know had a client he really wanted to work with. So here’s what he did…
He wrapped up a canoe paddle, and sent it via DHL to the CEO’s office. Together with a note that read: “Up shit creek?”
Did he get the account?
Absolutely he did.
But if you had something a little smaller in mind, how about a message in a bottle?
A teabag, a Kit-Kat and an interesting magazine article?
A coconut with a letter in it?
A scratch card?
Got a list of old, inactive customers? Send them a boomerang with the message “We want you back!”
The only limit with direct mail is your imagination…
…but you’ll find my book, Business For Superheroes is full of good ideas. Not just for what to mail to prospects, but how to give it the best chance of getting results.
Click here and take it for a test drive.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.
PS Think beyond the obvious, too… There was a great campaign by a supplier in the construction industry who made a branded thermal cup and sent it to existing and potential clients who worked on building sites. Their name would be right in front of the people they wanted to be noticed by every time they had a cuppa. And builders drink a lot of cuppas.