Many mail pieces/packages would get better results by moving the offer to the very start of the copy. That’s because all readers look for a hook as they quickly scan any advertising material … and drift away instantly if they don’t see value immediately.

Putting the offer first stands up to the tests for a good headline: Does it offer a benefit? Give news? Or, ask a relevant question?

Examples:

“To receive a free copy of our new product bulletin with detailed insulation performance data, just complete and mail the enclosed business reply card.”

“Respond today to receive an online coupon for 10% off your next purchase of fine men’s clothing from Smith Brothers LTD. Just visit smithbrothersltd.com between now and the end of the month.”

How well does your direct mail perform? If there’s room for improvement, take a look at your offer.

This is an open forum for small business marketers to share new ideas, valuable tips and proven strategies that make our companies’ communications the most relevant … and powerful. We’ll be watching the trends – what works and what doesn’t – and reporting the results to you.

While e-commerce and the Internet take hold as marketing mainstays, research shows that most small businesses use print materials to market themselves more than any other medium. According to the United States Postal Service, studies confirm that consumers who interact with brands over multiple media channels display more loyalty and spend 30% more than those who shop using a single media channel.

Remember that marketing is a process. Listen to the marketplace. Your products and services change to meet your customers’ need. Your marketing messages and the channels you use to communicate them will evolve, too.

Did your marketing mix change this year?