Direct Mail Advertising

ByLanee’ Blunt
Write a product marketing letter--

Directmail advertising is a common form of advertising. They are used by multimilliondollar corporations and by small businesses. Direct mail is effective ingetting more leads, selling products, and getting your sales team into thedoor. Marketing letters are effective in getting sales leads and can help youmarket your service with direct mail.   Directmail can be used instead of cold calling and when you call the prospect theywill expect to hear from you.

Reachesa Target Market
Yourdirect mail can be targeted toward a group of people and written just for thatgroup to interest them in your product or service. Examine carefully yourproduct or service and make a list of the features and benefits. “Direct mailis the only mass medium that can be directed toward target groups or prospects.The message may be highly personalized and can also be designed as an effectivemarket research tool,” according to B. Charles Ames and James D. Hlavacek, intheir book, Managerial Marketing for Industrial Firms, Random House,

An advantageof using a sales letter is that it can be tested to see how well it will do. Testyour sales letter before you invest your time and your money in a direct mailprogram.  You have to know if the letterwill pull a response.  You can use asmall sample of one hundred letters, mail them and test your response.  If the letter is not strong enough and youreceive no response then you must revise your letter.

B. CharlesAmes and James D. Hlavacek; Managerial Marketing for Industrial Firms, RandomHouse