Good “Old-Fashioned” Direct Mail

When a Manhattan doctor looking to grow his business realized that over 50 percent of his patients lived over five miles from his office, he turned to direct mail instead of online marketing to reach potential patients in his own neighborhood. And it worked—for what turned out to be less than half the cost and half the time of a digital campaign. While a majority of small businesses invest in some form of online advertising, many are discovering that the quality of response from time-tested direct mail delivers better results overall. Marketing industry research suggests that fifty percent of U.S. consumers prefer direct mail to email and that postal promotions produce a 300% greater response rate. By applying the many of same formulas perfected with digital promotion (personalization, timed delivery, compelling offers and simplified methods of response), direct mail is the new medium for neighborhood businesses to connect with nearby customers, build their brand and tailor products and services to hyper-local needs. “The key to successful direct postal promotion is to use high quality personalization, graphic design and printing, and to avoid all of the cliché trademarks of old-school direct marketing. Bar coded addresses, generic postcards and cheap paper don’t cut it anymore,” notes Henry York, president of Manhattan Printing, a New York print shop that specializes in direct mail. “The impact of a promotional message being delivered to someone’s home and a consumer actually having a tactile relationship with the message is very powerful. If businesses follow the new rules of engagement and allow a professional agency to handle the design, delivery and analysis of a campaign the results can be immediate and lucrative,” added the Manhattan Printing spokesperson. Manhattan Printing has provided direct marketing services to a long list of local, regional and international clients seeking to establish long relationships with consumers and commercial businesses.

More than just flashy graphic

If a potential customer asks for “more information” about one of your products or services, they really do want more information—typically in the form of details, specifications, prices and a background on your company, packaged in a readable and good-looking brochure. Unfortunately, most brochures are big on design and short on content, leaving potential customers with an unfulfilled level of education about a product or service that they actually want to purchase (or they wouldn’t have asked for the brochure in the first place!). To increase the effectiveness of your printed marketing collateral, always focus on content first and design second. Content doesn’t always have to be in the form of long-winded paragraphs (often boring) or over-abbreviated bullet points (hard to read, incomplete sentences). It can be in the form of education testimonials, relevant excerpts from industry studies and the media, instructions on how to use your product or appropriate history of how your product or service evolved. Many brochures fail to illuminate the unique qualities of a product and distinguish it from the competition or fail to establish a value proposition that the customer can relate to and associate with your brand. Most customers are looking for technical details. If you don’t provide them they will be forced to initiate another request for information—or possibly drop off your radar screen. A second request for more information means providing another brochure, so why not include all of the details in your initial presentation and kill two birds with one stone? By creating content-rich brochures you will provide all of the details that your customers need to make an educated decision about your product or service from one piece of marketing collateral. You’ll save time, money and establish a better relationship with your audience by creating informative and well-written materials that serve as a catalyst for closing business quickly. Of course, graphic design is extremely important in any marketing piece, but if you don’t have the right message and the appropriate details, the best design in the world won’t sell your product. Content is king! If you’re planning a new brochure consult with Manhattan Printing about our expert copywriting and content development services, as well as our graphic design, printing and distribution capabilities.