In our previous post, we talked about the importance of having a clear message, a great offer and an attractive design for your flyer, brochure or catalogue. These aren’t the only ways to generate a better response from your letterbox advertising campaign. Here are a few more tips for small business owners who want to achieve big results.

Include samples or tokens

Sending free stuff with a flyer isn’t just for big companies with bottomless marketing budgets. A carpet retailer, for example, could attach a small piece of their latest stain-proof product line. Literally giving the prospect a feel for your merchandise can be a powerful way to bridge the gap between your business and the consumer.Succesful direct marketing brochures

It doesn’t even have to be a product sample. The Readers Digest Savings Token is one example of how thinking outside the square can create ‘out of the square’ success.

Use professional-quality media

Imagine receiving two brochures in the mail, both advertising the same kind of product. Which would impress you more – the one that looks like it was hastily produced using a cheap home printer or the one with vibrant images on thick, high quality paper?

Think of your flyer, brochure or catalogue as taking the place of a door-to-door salesman. In both cases, a professional presentation can be a potent trust builder.

Know your customer inside-out

Most direct mail campaigns assume that only a fairly small percentage of all recipients will respond to the ad. If you spend $2000 on your campaign and only two per cent responds, but the resulting sales add up to $3000, then you’ve still made a $1000 profit.

To maximise your margins, you need to go further than just providing a great offer and fantastic design. You must get inside the prospect’s head and find their basic pain points, and show that you can address them more effectively than competitors.

The best way to do this is to simply listen to your customers – the negative feedback and the positive. Record what you learn in an ideas file, and use it when planning your next campaign.

Test and scale

One big mistake that small businesses make is to try direct mail once, and then abandon it when the results don’t meet expectations. If you have a limited marketing budget, then of course you are going to want every campaign to be a huge success. The trouble is, even the smartest marketers can’t be 100% sure how people are going to behave!

It’s often better to start with a smaller campaign and, if it goes well, scale up. If you mailed to 5,000 households and got a good response, then your next step could be to send the same marketing material to 20,000 households. This approach can be especially useful if your letterbox campaign incorporates new ideas and concepts. If it doesn’t generate a profit, you won’t have blown your entire budget in one go.

Hopefully these will give you a better idea of what you should be focusing on in your next campaign. For more ideas, check out the design tips page on LDN.net.au.