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Who should write your direct mail marketing campaign?
There are two options when it comes to who should write your direct mail marketing campaign. Either you can hire a direct-mail agency or print broker to take care of it or you can do it yourself. Both options have pros and cons. The key is to decide which works best for your goals and your business.
Hire a direct mail agency or print broker Doing a direct mail marketing campaign can be a lot of work. Besides writing the mailing itself (usually in letter form- and that alone isn't easy) so that it is interesting and catchy, you will alsoneed to compile a mailing list,do some research on your target audience, and do the legwork of sending the mailing.On top of all the other things a business owner must do, this can be a lot of work you'd rather not deal with.Or you may just not feel secure in your writing skills. In either case, hiring a direct-mail agency or a print broker may be the best bet for your business. The nice thing about hiring out is that the people you have write your direct mail marketing campaign are often professional writers. These companies have writers who have specialize in preparing marketing campaigns and the writers are often professionals with credentials and degrees.They know the various tactics and techniques that will help draw customers to your business. Having their experience in your corner can be a reassuring thing when doing your direct mail marketing campaign. While having an agency or print broker do the work for you may seem appealing, it does come with a price.Depending on what kind of financial resources your business has, this may or may not be a route you can afford to take. Also, hiring out to an agency to write your direct mail letter can make it seem impersonal since the writers are removed from and not as familiar with your company. If the mailing comes across as mass-produced and impersonal, there's a good chance the person who receives the mailing will just pass it off as junk mail from a faceless business. This doesn't apply to all agencies - some do a really great job - but it can apply to some. Weigh your priorities and decide if hiring an agency is worth it or not. Do it yourself Writing a direct mail letter yourself can be a lot of work, but, in many cases, can end with good results.To write it, you need to address a problem or concern your target market faces and then offer your product or service as the solution that can fix that. Write something that really grabs the audience and makes them feel as if you are really looking out for them. They should feel like you want to help them and that you want them to get a good deal.Outline the benefits of your product, get them excited. Most of all, keep your message meaningful and to the point. There are a variety of websites dedicated to helping you write a great direct mail letter. With a little practice and work, you can write a letter that will bring customers to your business and that will sell your product. There are advantages and disadvantages to doing it yourself. The main disadvantage is that you may be an inexperienced writer and unable to really communicate what you want to say as well as professional could. It's not your fault - some people are just better at putting ideas into words.The advantages are that you know your company and product better than anyone and you can probably convey your enthusiasm and knowledge in your letter better than someone you'd hire. Also, having the letter come straight from you makes the mailing seem more personal, making people more likely to actually take the time to read it. The direct mail marketing campaign is an important tool and you should take the time to decide who should write it.Weigh the pros and cons of each option - be honest about your own abilities and time.In the end, if you make the right decision, the
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