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| Feb 14, 2006 2:52 am |
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Coupon Mailers - Val-Packs |
Steven Boaze
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There is really is no difference in the
techniques and Secrets and markets needed for use
with Coupon Mailers, Val-Packs and other sorts of
direct marketing pieces mailed to people's homes.
Basically, these are all advertisements put on
the back of a postcard. It has been my experience
by putting a bold headline with a couple of
columns of copy works best.
Again, you will be probably be the only
advertiser in the Pack who has editorial-style
advertising. If your headline is good and your
copy is good, people will respond. Now, you might
want to make the reverse side of the card a
business reply with a place for people to put
their name, address, phone number, and so forth.
What should you advertise in these group mailings?
Well, the same as anyplace else, "FREE Report
Reveals Secrets To Saving Thousands Of Dollars
Traveling The World On Luxury Liners!" or "Local
Landscape Designer Offers FREE Report To
Residents That Reveals Inexpensive Ways To
Increase The Value of Their Homes!" and so forth.
The Secret to being successful in these Packs is
to use body copy and headlines that get people's
attention...following all the same techniques you
have learned in the past.
One question that comes up is "Should I use a
different color of paper?" or whatever.
It has been my experience that a really ugly
color or obnoxious "pink" works quite well.
In fact, I've found the more obnoxious and ugly
the color, the better the piece works. I'm not
sure why this is the case...just that this is the
case.
And no, it won't look "professional." And yes, it
may get sneers or chuckles from your competitors
or peers, but, again, if you spent $300 on a
Val-Pak mailing and get 50 leads, and your
competitor spends the same $300 and gets one
lead, ask yourself who'll be chuckling later.
Again, I'm not interested in having you spend a
lot of money to test this. I just want you to
test it cheaply, use the plain editorial-style
advertising and you'll find that you will be
getting results that you never got before. As
with everything else, if your lead cost is under
$10, and the conversions work the same as ads,
why not use these little gems more often? But
don't forget to use the correct advertising
methods, and to test, test, test!
StevenPrivate Reply to Steven Boaze (new win) |
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