Blog Entry

In times like these, it’s crucial to keep the sales funnel brimming with as many new referrals and interested potential buyers as possible. But as many companies begin to scale back their budgets and reduce capital expenditures, some VARs are finding it increasingly difficult to uncover a sufficient number of new prospects.

If your firm has found itself mired in a similar dilemma, it may be time to cast your net farther afield in search of new clients. Direct mail marketing is one way to help your organization achieve a broader reach in its next campaign for a relatively low cost.

Perhaps you’ve been put off by low-concept direct mail marketing pieces in the past and are apprehensive about the possibility of tarnishing your firm’s reputation with an overly aggressive letter or postcard. If this sounds familiar, you can put your fears to rest. In fact, experts typically suggest that high-tech firms avoid lowest-common-denominator direct mail pieces and aim for a subtler and more sophisticated approach.

Creating an effective direct mail marketing message is easier than you think. Use these simple tips and hints to craft a direct mail piece that will target and engage the discerning decision-makers whose interest can boost your firm’s bottom line.

• Keep it simple. Don’t overwhelm readers with too much information. Instead, stick to a simple bullet list of your core products and services, along with basic branding and contact information.
• Highlight key points. Choose a high-impact graphic design or font to better shine a spotlight on the most important points you want to convey to potential clients. If you’re offering a special discount or another type of incentive, make sure that the call to action is readily discernible from the other text.
• Stress benefits and features. Readers of your direct mail piece will likely be thinking, “What’s in it for me?” Keep this objective in mind as you’re writing and designing the piece. Distill your core value proposition down to a few key words and phrases, and make these the visual centerpiece of the letter or postcard.
• Play to current industry challenges. It’s no secret that firms in virtually every industry are scrambling to keep their heads above water. Don’t shy away from referencing current industry challenges in your direct mail piece, and try to design offers and incentives (such as new customer discounts) that capitalize on or speak to current conditions.
• Encourage a timely response. Although your ultimate goal is to extend a warm welcome to as many new prospects as possible, try not to make your direct mail marketing message too open-ended. Devise a time-sensitive discount or special offer, or key your message to the current month or season. Make it worth readers’ while to respond sooner rather than later.

Has your firm sought to reach new customers through direct mail? What are your tips for crafting a direct mail message that garners the right kind of attention? Pitch in with your ideas in the comments.