The crux of any marketing strategy is to successfully persuade consumers to do business with you i.e. buy your services and products. Now, either you can persuade them in non-direct, subtle ways or go on with an insistent and overt approach. The latter option is called hard sell and different surveys and studies have ruled it as an ineffective marketing tool.
People don’t like marketing campaigns that try too hard and push target consumers for the engagement. In the majority of the cases, this desperation results in counterproductive results. For that matter, marketing gurus advise to avoid hard sell in promotional outings. In this blog, we will discuss how you can devise a direct mail marketing campaign without resorting to the tactics of hard sell.
Don’t Bombard Your Prospective Clients With Direct Mailings
Many new ventures get overexcited when they put their hands on targeted mailing lists that provide them with their exact prospective consumer base. To pace up the process of lead generation and conversion, business owners start to dispatch direct mail every other week. High mailing rate is considered as a hard sell. Instead of garnering genuine interest from recipients, this weekly mailing routine can actually annoy them.
So, a better approach is to reach out to your prospective consumers after a couple of months so that all your marketing hard work doesn’t backfire.
Don’t Write a Salesy Mail Pitch
Whether you are targeting vehicle enthusiasts through automotive mailing lists or ailing patients with the help of ailments mailing lists, a salesy direct mail won’t help you much in persuading consumers to get in touch with you. Therefore, avoid inserting a short CTA in every paragraph of your direct mail. In addition, make sure that the mail has its own substance. Keep in mind that a CTA will only work for you when it is preceded by a good piece of copy.
Your Campaign Should be Centered on Customer Needs
Even if you are not using insistent and salesy language to write your mail, its theme can change it into a bad piece of hard sell. If you are more focused on your product or service instead of customer needs, then your mail will automatically sound like a hard sell. It’s an important point that should be taken care to avoid the tinge of a hard sell in your direct mail.
For instance, if you are reaching out to patients of Diabetes through ailment mailing lists, try to talk about more about the disease rather than your product. A concise description of your product in the direct mail will be enough.
Moreover be considerate even when you offer an incentive in your direct mail. A perception of rudeness, even if it’s false, can’t really help you with lead conversion.
By keeping these tips in mind, you can devise an effective direct mail marketing campaign that is free of any hint of hard sell. Furthermore, read on to find out how ailment mailing lists can help different businesses.