Features | February 11, 2020
Self-Marketing: How to Create Better Direct Mail Letters
Quality products and excellent customer service help companies generate referrals, but sustained success is determined largely by firms’ marketing strategies, says Jeffrey Dobkin, president of The Danielle Adams Publishing Co., Marion Station, Pennsylvania. Problem is, marketing is an afterthought for many companies.
“In business, you need two things to succeed: sales and profit,” Dobkin says. “Everything else fades by comparison. Marketing is chiefly responsible for both of those things. The worst thing document professionals can do is adopt a hit-or-miss approach.”
A common marketing mistake small- to medium-sized firms make, Dobkin says, is failing to sustain campaigns. “A single mailing to a prospect or customer isn’t really a campaign,” he says. “To stay on top of your prospects’ minds and to gain real notoriety, companies should send mailings often. Persistency is the key. If it takes five face-to-face sales calls to convert a client, why do some people think one sheet of paper mailed once will do magic?”
The most effective multiple-exposure marketing campaign companies can employ is a series of mailed letters, Dobkin says. “Letters are the most underused marketing tool of the decade,” he says. “In direct mail, a letter is a portrait of the sender and the most important piece. Consider it a highly stylized ad in which you can show all the benefits of your product or service. Brochures can tell, but letters sell.”
Distributors and manufacturers can make their letters — and the rest of their direct mail packages — stronger by following these steps outlined by Dobkin.
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