Direct Mail Advertising

By Lanee’ Blunt
Write a product marketing letter--

Direct mail advertising is a common form of advertising. They are used by multimillion dollar corporations and by small businesses. Direct mail is effective in getting more leads, selling products, and getting your sales team into the door. Marketing letters are effective in getting sales leads and can help you market your service with direct mail.   Direct mail can be used instead of cold calling and when you call the prospect they will expect to hear from you.

Reaches a Target Market
Your direct mail can be targeted toward a group of people and written just for that group to interest them in your product or service. Examine carefully your product or service and make a list of the features and benefits. “Direct mail is the only mass medium that can be directed toward target groups or prospects. The message may be highly personalized and can also be designed as an effective market research tool,” according to B. Charles Ames and James D. Hlavacek, in their book, Managerial Marketing for Industrial Firms, Random House,

An advantage of using a sales letter is that it can be tested to see how well it will do. Test your sales letter before you invest your time and your money in a direct mail program.  You have to know if the letter will pull a response.  You can use a small sample of one hundred letters, mail them and test your response.  If the letter is not strong enough and you receive no response then you must revise your letter.

B. Charles Ames and James D. Hlavacek; Managerial Marketing for Industrial Firms, Random House


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