Direct Mail Printer - 5 Direct Mail Secrets You’ll Benefit From
A few weeks ago Michael Bates, the owner of a medium-sized advertising agency, met his assistant, Sarah, for lunch and handed her an opened envelope from the US Postal Service labeled confidential. “I think this will interest you”, he said.
Inside the envelope she found this note: “Mike, here are a few ideas for you to look at. All the best, Jason”, along with an inexpensive brochure for a small-sized direct mail printer whose business is to support (or at least that’s what it hopes to do) advertising agencies like Mike’s.
The brochure was extremely simple; it looked like someone had copied it at the office printer, and it didn’t cost more than a couple of dollars total.
Somehow, this seemingly insignificant offer passed Mary’s ruthless radar and got to Mike’s hands. Mary is Mike’s secretary, and she is known for tossing out anything from vendors the company doesn’t have a relationship with already. That’s her job!
In this case, Mary saw the handwritten note and placed the envelope at the top of Mike’s mail.
Mike is meeting Jason in a few days, even though they don't have an existing business relationship.
So… what happened?
Well… Jason used these 5 direct mail secrets to ensure his brochure was opened and taken into account:
(1) Confidential direct mail letter
Letters marked urgent or confidential are very hard to ignore. No assistant wants to toss out important information because they didn’t check it, and even if the sender is unknown, everyone knows crucial information comes through the US Postal Service.
(2) Appearances lie
Direct mail doesn’t have to cost a bundle to impress; in fact in this case, it wasn’t the brochure that impressed Mike. The piece itself was cheaply made and badly designed.
(3) No business card
The envelope had no business card inside. Minor detail? Jason forgot? Not at all! This package came with a winning strategy all the way.
Every good gate keeper knows a business card in an envelope means you don’t know the addressee; thus, not sending one means the package was requested from someone the recipient knows. After checking the information sent, Mike found Jason’s contact info. printed in a discreet block on the last page of the brochure.
(4) The note
A quick note pasted on top of the brochure, written on the kind of stationery used to send personal notes in the office. The grammar was simple, the way that you would normally write to an acquaintance.
But the greatest secret Jason used was…
(5) The nickname
Jason did a little extra research and found out that Michael goes by Mike! Mike doesn’t know how Jason discovered that “insignificant” detail. Mary most certainly would have discarded the package were it not for that nickname (Administrative assistants know all the tricks) and it seems Jason does too!
Nothing was left to chance. Jason most definitely got the ear he wanted, now it is up to him to make the content magnificent.
Most certainly, he knows his business… as we know ours!
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