Written by Brent Doyle | @brentdoyle beginner
Here are some few rockstar tips to get build your fan base without breaking the bank.
1. Impose a deadline.
Give your fans a some swag that they can't get any other way than by responding now. It should fit what you are selling. For instance, if you were going to have an event and sent out a postcard offering some swag for purchasing by a certain date. Your potential fans won't procrastinate. They would act immediately.
2. Emphasize your product's benefits, not just its features.
Say you are selling a teapot with a spill-proof spout. Rather than simply mention the spout's spill-proof shape, focus on the problems it will prevent: burned hands, ruined suits, etc.How do find out what your prospects will value most about your product? Ask them. For instance, if you were selling the spill-proof teapot, you might want to chat with tea buyers at your local supermarket to find out what teapots they use and how these pots could be improved.
3. Outdo the competition.
If you are a dry cleaner, and ABC Cleaners down the street is offering 20% off to new customers, give your regular customers 25% off as an incentive to stay loyal.4. Use real people.If you include photos of actual customers or employees, rather than models, in our mailings, the response rates go up. Your direct marketing agency or art director can help you arrange an inexpensive photo shoot and get the permission you need to incorporate the pictures into your ad.
5. Find your audience
The great thing about direct mail is that you can send your mailers to a highly targeted audience, which means you're not wasting money on unqualified leads just to reach your prime prospects (such as in newspaper advertising). The quickest and easiest way to do this is by purchasing a mailing list that contains prospects that fit your prime demographic — the people or businesses most likely to benefit from your products and services. If you already have a loyal customer base, your new mailing list should reflect demographics comparable to these customers. Pay attention to the ages, income, careers, geographic location, lifestyles and other factors presented by your current customers and apply them to your new list. If you don't have customers yet, or if you want to attract a new audience, evaluate what your product or service is and who will most benefit from it. Define the new demographics and purchase a list based on those parameters. If you need help, marketing professionals such as PsPrint can help you match your products and services to your target audience.
6. Compare the competition
If your target audience is already using similar services or purchasing similar products provided by a competing company, your direct-mail pieces can compare what you offer to what they offer. Point out the benefits to switching to your company (a better price, superior customer service, etc.). You could depict a comparison chart, or take a more subtle approach. You could say something like, "All the bells and whistles the other guys have for one low price," for instance, to demonstrate that your product is just as good, but more affordable. Now, make a great offer that solves your prospects' problems, and they'll be tempted to take the next step in the purchasing process.
