#1 - Effective Advertising

For any advertising to be effective, it has to be something that gets the recipient excited enough to respond.

It also can’t annoy or inconvenience the potential customer.

Advertising is a balancing act of the needs of the business (sales) to the needs of the customer (purchases).

Crying wolf too much or too often (“Sale, Sale, Sale!!!”, when your offers are as limp as a wet noodle) and your future advertising will most likely be ignored.

Goodwill is the most important intangible asset a business earns over time. And Direct Mail can be an important part of establishing goodwill.

There is an old saying that illustrates the fragile nature of goodwill: 100 “atta boys“ is wiped out by 1 “aw pooh”!

You must be forever vigilante to avoid the dreaded “aw pooh” in mailing and customer experience!

While Direct Mail can get response, it’s your responsibility to make sure their experience at your business lives up to the expectation they developed from your mailing.

Effective Direct Mail Advertising encompasses the entire package from first interest to final sale, not just the mailing part.

Here’s an actual example of Effective Direct Mail Advertising:

Approximately every month, I receive a sales circular from the same company that ALWAYS has something I need at a very attractive price. As a result of the consistent monthly good deals, I now look for their Direct Mail Advertising each month and look through it cover to cover.

I ALWAYS buy something from the circular.

I go to the store with specific items from the circular in mind. And I always impulse buy other items not in the circular.

They also have an excellent web site which I can use to check on other potential purchases prior to going to the store. If the item is not in the store, I can order it from their web site.

When I go to the store, I see lots of other folks with their circular as well.

I bet the response rate to the Mailing is well above 50%.

I bet the return on investment is fantastic.

Now that’s a very Effective Direct Mail Advertising campaign.

Get their attention (mail) and provide an excellent shopping experience.

Effective Direct Mail is consistent, timely and directed to an audience that, in time, comes to anticipate your next great deal. They enjoy shopping with you, both in-store and on-line.

Since they are having a good time shopping, they will most likely purchase items other than your offer, if you have those items priced attractively.

Giving your customers a positive and enjoyable experience while shopping encourages them to use your business even when they aren’t necessarily looking for a sale. They come to associate your business with a pleasurable experience.

This will cause your customers to anticipate the arrival of your Direct Mail. They know each time clearly great values will be offered, along with an enjoyable experience.

And, like me, they will probably purchase much more than just the advertised specials.

Direct Mail can “bring them to the table”.

It’s up to you to consistently fulfill the promise of a good experience.

And that’s Effective Advertising. It works every time.