In Design Tips, Direct Mail Marketing

Tips For How To Sell With A Direct Mail Brochure

Direct Mail Brochure is one of the most versatile and easy to use marketing material this side of print marketing. Whether it’s a bifold, trifold, or maybe something a bit more creative, direct mail brochures are a great way to give a descriptive and informative view of your company, church, non-profit.

Brochures offer more space for elegant images than a standard postcard and more ability for different sections and features than a letter. They provide also a high response rate.  In fact, the Data & Marketing Association recorded a 2.9% prospect response rate and a 5.3% response in current clients in 2016 alone. That’s almost double the previous year and the data shows direct mail to be pretty consistently getting responses.

Choose Your Audience

Brochures have the ability to be incredibly diverse which gives you the ability to use them for just about anything. When you are deciding what to say it is ideal to understand who your audience will be or even to target specific groups or demographics to better drive your return on investment (ROI).

Learn more about how to define your target audience  –  Targeted Direct Mail.

The most important things to consider are:

  1. To look at your current customer base and consider why they are buying from you
  2. Compare your brand to your competitors
  3. Consider what is appealing to your current base
  4. Think about who the people are that are your regular customers or supporters.

What to Put On Your Brochure

When you have decided on an audience, your next step is planning the information to put on your brochure to attract them. You would not believe the number of print pieces I have seen in my time as a printer that from my perspective seemed like a jumble of words and cool features businesses could provide with a dash of, more often than not, low-resolution images. If I got something like that in the mail I would trash it immediately. Make sure you are only putting the information that you would view from your clients perspective. Do not jam-pack your brochure with unnecessary things.

  • Include the aspects of your brand that make you stand out from the competition
  • Include a call to action like “shop here” or “call us today”
  • specify what you are representing i.e. your brand, event, product, service, or idea
  • include a way to get in contact with you
  • and don’t forget high-quality visual representation of what it is that you are selling

Never underestimate the power of visual marketing. Humans are visual creatures and just words will never get as deep as images when it comes to grabbing the attention of people. Use that to your advantage.

Important Aspects To Consider: Less Is More.

I know I referenced this concept in my last point but I am going to remind you of just how important this really is. Picture this, as a graphic designer I have worked with many small and larger businesses and many of these clients want to jam pack their pieces with facts about the company, things they view as appealing, tons of images, etc. etc. What these clients never understand, and what I usually have to try to explain, is the more you throw in, the less appealing it becomes. Creating a visual flow with the copy you choose and the images you provide is the most effective way to establish a connection to the marketing piece that allows the client to understand and want to buy in. You do not have to fill all of the space just because it’s there. Less is more.

Sources
USPS – https://www.usps.com/business/promotions/direct-mail-brochure.pdf
Canva-  https://www.canva.com/learn/visual-marketing/
DMA – https://thedma.org/blog/marketing-statistics/five-benchmarks-toward-better-marketing-dmas-2017-statistical-fact-book/
INC – https://www.inc.com/guides/2010/06/defining-your-target-market.html

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