Below are some of the reasons why your direct mail is failing to do your business.
by Joy Gendusa*
My company has worked with nearly 1,000 HVAC industry professionals in developing direct mail campaigns to grow their businesses. And what has all this experience taught me? Direct mail definitely works for your industry. And yet, there's a common perception among the new contractors I talk to about direct mail not working in their industry.
But that perception is totally wrong. Of course, there are plenty of cases of direct mail campaign failures in the HVAC sector, but in my own experience, the problem is due to one of these three reasons, which can be easily established:
1. You are not targeting your ideal market.
2. You do not communicate clearly.
3. You do not trade consistently/give up.
So let's talk now about how to avoid all of that. For each problem I will suggest a way to solve it with marketing through postcards.
Problem #1
You are not targeting your ideal market.
Solution: Buy a targeted mailing list based on the demographics of the best customers you currently have.
In every business there is a segment of the population that is more likely to respond to their marketing strategies. For example, the people who are most likely to respond to the marketing strategies of the CVAC sector are the owners of buildings, whether residential or commercial. But you can (and should) be even more specific.
Evaluate your current list of customers and look for similarities. What is the most common income level and value of your homes or businesses among your clients? Where are they located? Once you know the exact type of lead you should target, you can find a mailing list that puts your postcard right in that customer's hands.
My team prepared this comprehensive report on mailing lists to help business owners like you choose the right one. Check it out, print it out, and keep it close.
Problem #2
You do not communicate clearly.
Solution: Employ proven writing and design techniques to get your message across clearly.
You only have a fraction of a second to grab the attention of your potential customers, and then a fraction more to transform that attention into interest. Make the most of your opportunity by employing proven message writing and design techniques. Here are ten elements that all direct mail should have:
A clear and bold headline. On the envelope or front of the postcard locate a central message. This title should be understood immediately and should represent the value of your business. A good rule of thumb is to make the title take up at least 15% of the front of the advertising.
A graphic that supports the message. The image of your postcard has to add something to the message of the headline. If you're promoting a system overhaul before winter with the following headline: "Don't get caught in the cold," the image should back up that message, for example, showing someone shivering from the cold (or something similar).
A color that stands out. It is not desirable that your design is unpleasant, but it should capture the attention of the potential customer. And neutral tones definitely don't achieve this goal.
Subtitles that enter the text. No one reads large blocks of text for pleasure. Make sure the body of the text has a subtitle that explains why your potential customer should keep reading.
Benefits, benefits and more benefits. Always, always, always promote benefits rather than features. A feature is something about a product, such as a high-definition display. One benefit is how the product makes the prospect's life easier, such as "reducing eye strain and headaches."
The offer. An offer is always a good idea and should express a specific reason to call immediately, such as "limited quantity" or "energy rates are going up."
The name and logo of your company. Make sure people know that the mail is from your business. In addition, the logo will help potential customers identify future shipments from your company.
Invitation to act. Tell your prospects what exactly you want them to do. Phrases like "Call today and learn more" and "visit us online" are common examples. No matter what action you are asking them to take, be sure to give people the means to perform them with ease.
Sender. Including a sender is a sign that your company is real and not one of those pirate businesses.
Problem #3
You do not trade consistently/you give up.
Solution: Don't!
Have you ever seen a TV commercial just once? The answer is no, because even if you did, you wouldn't remember! Repetition is the way to fix your business in the mind of the potential customer, build credibility and create recognition of your name in the community. If you are not committed to your marketing, you will not succeed. That is the sad reality. The happy reality is that if you are committed to your marketing, you will succeed. So stand firm!
Once you manage to solve (or avoid) these problems, nothing will stand between you and a fresh stream of new customers. So target the right audience with the right message, and stick to it! He will be glad he did.
For a detailed report of successful CVAC campaigns we have run for our own clients (in the online edition), download this real campaign data report. Happy marketing!
* Joy Gendusa is the owner and CEO of marketing firm, PostcardMania, an integrated marketing services company. For more information you can visit www.postcardmania.com or write to the email [email protected]
