Share Customer Review
Provide credible customer reviews that mention both pros and cons, not just glowing testimonials. People pay more attention to reviews that provide solid insights that will help them make more informed buying decisions.
Eliminate Stumbling Blocks
If you are doing one-step selling, make sure you know your prospect’s top three buying objections and address them … sooner rather than later. This will get their attention and secure the sale for you.
Highlight Your Guarantee
A rock solid money-back guarantee is important because it means you stand behind your product/service. Your guarantee is particularly important to prospects because it eliminates the financial risk for first timers.
No Obligation
These are powerful words. Remind those responding to your lead generation message that there is no obligation to buy, just an opportunity to let them know you have a solution to help enhance their well-being.
Ask for Referrals
Don’t be shy about asking your customers for referrals. Birds of a feather really do flock together. Referrals are much more likely to respond than cold prospects. Ask for permission to reference the person making the referral.
Ideal Customer
Your ideal customer is a myth. How do you acquire new customers? Find new areas for growth by offering new products, not only to your existing client base but to reach a market that you have never touched. Find those customers who need your new products and services. Targeting prospects who don’t even realize they are in your market yet, to let them know you have the solution.
The Art of the Offer
In marketing, your secret weapon is the offer. Your offer is everything you’re willing to give in exchange for a response, which can be a call, mail-back or click. The offer should answer your prospect’s biggest question: “What’s in it for me?” Remember that whether it’s a gift, discount or information, using the word “free” will increase response. Everyone wants something if it’s free.
Boomers and Social Media
Boomers have a great deal of access and interaction with social media. 92% of Boomers say they have access to a social media channel – mainly Facebook. 82% of Boomers have access to Facebook, up from 76% a year ago. But they are not influenced by social media for purchases. Only 1/3 say they purchased a product after seeing it on social media which is significantly lower than the younger generation that tops a whopping 70%.
Boomers and Technology
Baby Boomers are on-par with younger generations when it comes to smartphone ownership, online shopping and social media access. 3 out of 4 Baby Boomers own a smartphone, up 19% from a year ago.
Baby Boomers
The population born between 1946 and 1964 are 74 million strong and has more disposable income than any other generation. They are more likely to be in the upper-income group. According to Pew Research, 27% of boomers are in the upper income bracket, which is the highest figure of all generations.
“Official” Envelopes
Be careful with “official” envelopes. Faux express envelopes, government notices and other formats can be used to great effect. However, be clear about your intentions. If it’s just part of the theme of your message, and people are clear about who you are and what you want, that’s fine. If you’re trying to trick people or pose as something you’re not, that’s unethical. If you have to deceive people to get response, there’s something wrong with your product or service.
Put Your Deadline on the Outside of the Mailer
Inactivity is your enemy. Action is your friend. Deadlines induce action. Therefore, if you’re sure about your mailing date, a deadline can prevent your prospect from setting aside your mailer for later.
Use Directive Language in your Direct Mail
If you want something, you have to ask for it. Prompt your reader to open your mail piece with copy such as “inside,” “see inside,” or “open immediately.” Combine this with a benefit to jump start your sales message. “FREE Information! Look inside …” or “How to pay $0 in taxes! See inside for details …”
Headline Rules
Use teaser copy to select your audience. It should be clear at a glance that your message is addressed specifically to your reader. Use key words that relate to your prospect’s interests or identity, such as “Exclusive offer for Seniors inside” or “For serious investors only.”
People Notice and Act On It
92% of shoppers say they prefer direct mail for making purchasing decisions. 70% are curious to find out what’s in their mailbox. 42% of recipients read or scan mail pieces.
