Are your prospects refusing to buy from you, even when you use your best marketing efforts in your direct mail campaign?
If so, it’s a sure sign that it’s time to change something up about your campaign. Maybe your offers aren’t strong enough, your mailing list is too broad or the color scheme you chose just isn’t cutting it. There are a lot of things you can do to adjust your campaign to make it more effective, but before you do, it will pay off to take the time to understand why your prospects aren’t buying from you in the first place. Check out Part 1 of this series to learn about the first four reasons prospects aren’t buying from you, and keep reading to learn about the last four.
#5. There’s no trust or recognition in your brand.
A lack of recognition or trust is a huge issue, particularly if your company is just starting out, and you haven’t established much of a reputation yet. Approximately 60 percent of consumers say that they would rather purchase a product from a brand they know and trust than a similar product from a brand they don’t recognize. If you think that a lack of trust is what is causing your prospects to snub your direct mail offers, then it’s time to start building that trust and brand recognition, and luckily, direct mail is a great way to do that, because it gets your brand in front of your readers over and over again. The more often your prospects see and get to know your brand, the more they will learn to trust it, and the more willing they will be to buy a product or take advantage of a service you offer. Learn more about boosting your brand’s recognition through your direct mail campaign.
#6. There are too many people on your mailing list.
When it comes to any marketing strategy, whether it’s a social media, email or even direct mail strategy, the goal is always the same — to get the highest possible return on your investment. Yes, you could send a mailer to every individual in your area, but think of all of the time and money that will take, and for what? The fact of the matter is that the bigger your mailing list is, the more likely you are to send your mailers to people who will just throw them away without even looking at them. Not only will sending mailers to people who don’t want them and won’t use them waste your own hard-earned money, if you annoy prospects with too much unsolicited junk mail, it could turn them off to using your goods or services in the future, too! The most effective mailing lists are ones that are continuously and carefully maintained, removing prospectives who haven’t responded to your mailers in the past or simply just aren’t a part of your target audience.
#7. There’s no real benefit to using your goods or services.
Today, businesses in all industries face fierce competition, so the likelihood is strong that some of your prospects are already turning to one of your competitors for something similar to what you have to offer. So, why should they give up what they are already doing to choose you instead? It can be a tough sell to try to win prospects over from your competitors, but it can be done — you just need to give them a good enough reason to make the change. That means that you need to make the benefits of choosing you over the competition incredibly clear to them. When you’re designing your mailers, don’t settle for just listing a bunch of features! Turn those features into the real ways that prospects can benefit from your product or service.
#8. There aren’t enough options to take you up on your offer.
Once the offer is in front of the prospect, and they are ready to finally become a buyer, they have to be able to easily accept your offer. If you make your prospects jump through hoop after hoop after hoop in order to use a coupon or take advantage of a sale, you’re likely to lose more than a few along the way. Convenience is everything in this day and age — and since everyone has their own preferred method of shopping — it behooves you to provide your prospects with as many options as possible for accepting your offer, whether it be through the mail, through your website or even by bringing a physical coupon into your store.
As you can see, there are many different reasons why your prospects may not be buying from you, but whether the solution lies in a new design, new colors or anything else, the team at Worcester Envelope Company has you covered. We’re in the business of providing you with the best direct mail solutions, and we have what it takes to help you design and print mailers that were made to be opened. Get your free product quote today!