Are You Marketing Direct?

As I open the door to the office today, like any other day, I am greeted by a stack of mail. Some of this is bills, some of it is “junk” and some of it is fun.

I sift through it all, keep what is important and discard what is not. But today I found something that was different. Bigger than the rest and very colourful, it clearly contained something cool.

I brought all the mail over to the table and opened the cool one first. This was “junk” mail by definition, but although I thought of throwing it out it had something inside that I could hear when I shook the piece. So I tore it open out of curiosity and it was like Christmas. It was something cool and (better still) it was even addressed to me personally.

It was stationary, but not just any stationary – it was stationary with Bonsai Interactive Marketing branded all over it.

It’s also a great example of effective Direct Marketing.

• It was shaped different than the rest of my mail.
• It wasn’t covered with buzzwords.
• It had a strong and clear headline.
• It contained a personalized letter.
• It contained an order form with a prepaid envelope.
• It was colourful enough to grab my eye.
• It left me feeling curious because I knew something was inside.
• The stationary was quality, not some cheap plastic.
• It was branded with my company name on it.

There are many other elements to effective Direct Marketing, but Amsterdam Products nailed enough on this one to grab my attention.

Will I call them up today and order a load of product? Will I use them when we are in need of some great products? Absolutely.

Direct Mail was, is and will continue to be effective as long as businesses exist (and as long as it’s done right).

Amsterdam Products got the first part right. Of course, now the question that remains to be answered is… will I get a follow up call?

Your friend,

Troy Claus

“To do more for the world than the world does for you, that is success” – Henry Ford.

Author : Troy

Director of Business Development at JumpPoint, Product Developer at Clarity for the boss, a supercharged Speaker and the founder of The Entrepreneurs Journey series. The secret to success is stored in my beard, but I will share it if asked nicely.