No matter how powerful your direct mail campaign might be, it is still just a bunch of paper that arrives in the mailbox. Trusting a handful of paper takes a leap of faith, especially if the recipient has never done business with your company before. To help people make that leap, you need to do whatever you can to establish credibility and reduce the perceived risk of making a purchase. One of the best techniques is to include a guarantee. A guarantee can be one of your most powerful selling tools. It’s proof that you're reputable, helps lower perceived risk, and almost always boosts your response.
Utilize Questionnaires to Engage and Understand Your Audience
Questionnaires are excellent tools to motivate a reader to self-assess their fit to your product. Design them as scoring tools or visualizers. Use them as prestige builders, and certainly, use them to gather real market data. Given careful positioning relative to your reader's interests, a questionnaire is a likely dialogue opener for you. This can be particularly effective when paired with targeted lists like our consumer mailing lists or new mover mailing lists.
Leverage Psychographics for Deeper Insights
When looking at your customers or prospects, they are often viewed in terms of demographics (age, income, etc.) and geographics (location, areas, etc.). However, with the addition of psychographics (activities, interests, opinions, attitudes, values, etc.), a deeper understanding of their psyche can be obtained. This provides you with a better, more precise, and more complete picture of who really uses and would potentially use your products and/or services.
For example, understanding the psychographics of those on our registered voters mailing list or business mailing list can enhance your marketing strategies and lead to more effective campaigns.