It is therefore essential to write a well thought out message that will without doubt attract potential customers.
It's no use using direct mailing if you can't formulate a good piece of writing!
Letters are the most common forms of direct mailings, but they're not easy to write. First of all get to know your market in depth as well as your prospects. Note down the most common problems your market is faced with. You can begin your letter by formulating questions that concern those particular problems, just to grab your future customers' attention. Once you have their attention answer those questions by giving them tangible solutions with the help of your product of service. People appreciate anyone that can solve their problems, whatever the market may be. If you show them you know what the most problematic issues are, they will most likely be confident you have worked to solve them and help them overcome these issues with your service or product.
If you use headlines or emphasize these problems with bold characters, you will be holding their attention for longer. Keep your message short, only include the most urgent concerns potential customers may be faced with, do not go on with endless solutions, although you may think this will emphasize your qualities, this will in fact bore the readers. People like short and direct messages.
Try and target your potential customers' fears, goals and concerns, then catch their attention using this information. If you want your direct mail letter to be successful, you must have the readers wanting to know more about you and your product or service, this letter should drive them in to action. Your main goal is to attract their attention and interest, you should aim at offering something they simply cannot resist. If you promise something in return for their interest, something of value, generally you will get returns from your direct mailing letter.
You must try and stick out from the crowd, be as direct and precise as possible, target the important issues that your market may have, some strategic and important issues. People must feel they can have confidence in you and rely on your services, make them feel exclusive, offer them personal service or a fidelity card for being amongst the first customers. In general if you promise more advantages for the first to arrive, people will make a move sooner and will be stimulated by the exclusive offer.
Always try and excite your reader, stimulate and propose new and original offers, stay clear form the traditional coupons, be inventive, you'll find this strategy will pay for itself.