Ask Our Experts - What If We Sell A High Ticket Item That People Are Not Going To Buy Just As A Result Of A Mail Piece?

By Keith Goodman, VP, Corporate Solutions, Modern Postcard

Question: What if we sell a high ticket item that people are not going to buy just as a result of a mail piece?

Answer: In this case, it is important that your mail piece focuses on the task at hand. It might be to encourage people to set up an appointment with a sales representative. You might also want people to visit your store or location where they will then be “sold” on a product or service. Therefore, it is very important to market the value of that action.

If you are trying to set an appointment, focus on the value of meeting with a sales rep. Make sure your reps are experts in their field and armed with great industry information that will better inform the customer and better educate them on the product or service that they are shopping for.

If you are trying to get them into your store or place of business, communicate the benefits of the visit to the store. For example, you will give them the ability to compare several brands at once or pick up information that will help them better maximize the use of the product they are looking for.

The key here is to focus the message of your mail piece to the what you are trying to accomplish, not necessarily, what you are ultimately trying to sell.

Keith Goodman, VP Corporate Solutions, a 20-year veteran of direct mail marketing, has helped companies such as IBM, Hughes, Avery and Amway increase the profitability of their direct mail programs. He's spoken at hundreds of seminars and conferences around the country, helping thousands of people get better results and greater ROI for their marketing dollars.

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