Manizesto

Not many small businesses dare to delve into direct mail marketing, sometimes for good reason. Take, for example, the mailer I received in my mailbox a few days ago from a carpet cleaning company. Be it known that I want to support small businesses and I applaud entrepreneurs who take on the risk of taking on marketing campaigns- albeit with a slipshod approach- but this mailer is painful to behold.

Click on the images for larger views along with some comments/critiques.

With that bad taste in your mouth, try to remember these tips the next time you put together a mailer:

1. Buy a quality mailing list. Though you can buy a list for next to nothing, don’t do it. Make sure to invest in a list that is specific to your target audience and includes first and last names.
2. Include one call to action. This mailer’s call to action seems to be to call the company, but there is no direct statement asking me to do something. Their vague invitation is smothered by so many random images and phrases that the messaging is mostly lost.
3. Professional Design is a must. With direct mail, you will be competing with many, many other larger, more established companies, so make sure your design is good and stands out.
4. Print in color and on good paper. Nothing will make your direct mail blend in with everything else more than having a bland mailer. Always print in full color with a glossy finish and use high quality paper.
5. Have a way to track performance. Get a unique phone number or a unique website landing page so you can tell how much response you’re getting, you can make adjustments, and hone it in.
6. Include just one (or if you must, two) offers. The more you have going on, the harder it will be for people to know what you want them to do. Stick with one coupon or offer if at all possible.
7. Don’t think you have the resources? Look for online companies to help you out, or if money is really tight, use a service like Valpak that can print and place your ads pretty economically.

Follow these tips and your direct mail pieces will perform better and bring in more revenue. Stay tuned for more updates on this small business’ marketing efforts.

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It does not matter if you have a 70-291 or a 70-649 or even a 70-270 to your credit, mail handling should come to everyone. Pros who teach 646-204 and 642-901 make sure their candidates know about this.