Response: The Measure of Direct Mail Marketing Success

Anytime you hire a direct mail marketing service or craft a direct mail campaign, the true measure of success is not how good your postcard or letter looks or how well it happens to be written. A direct mail marketing piece is successful only when people respond to it—more specifically, when they heed your call to action. Fortunately, getting people to respond doesn't have to be completely trial-and-error. Over time, marketing people have identified certain trigger words and phrases that, when used, make people more likely to take action. We refer to these triggers as "magic" phrases, although there's nothing really "magic" about them. Rather, they're psychological tools that are known to hit readers' touch points. If you want to generate more responses in your direct mail marketing, consider integrating one or more of these dynamic "magic" words and phrases into your copy.

"Magic" Phrases for your Direct Mail Postcard or Letter Offers, Headlines, or Content

"You"
The number one question in the mind of reading your marketing piece will always be "What's in it for me?" Sprinkling the word "you" throughout your copy sends a message to the reader that your product or service is for them. Don't waste time describing the features of your product; instead, keep the focus on the reader and how the product will benefit them. "You, you, you."

"Free"

Everyone likes free stuff, and people will gladly take action to get whatever free stuff you're offering. Free reports, free evaluation, free samples, free trials—anything you offer to give away will get you better responses than even deep discounts. And if they like your free stuff now, they're more likely to come back and spend money later.

"Act Now"

People don't take action unless you ask them to. "Act now" is a particularly powerful phrase, not only because it's a call to action in itself, but also because of the urgency it conveys. Specifically, you're triggering the reader's "fear of missing out" (FOMO), which is a strong instinct in most of us. A word of caution: Unlike the word "you" which may be used frequently, don't use "act now" more than once in any marketing piece. Repeating it can actually produce the opposite effect.)
Alternate phrases: "Limited time," "Time is running out," "Don't miss out"

"Everything You Need"

People like anything that is turnkey. They don't want components. They want your product to work as is, without any extras. When you convey that your product or service has "everything you need" to succeed, you'll have the reader's attention.
Alternate phrases: "Everything's included," "All you need"

"Members Only"

People like to feel special or elite, like they're getting a perk or benefit relegated only to the few. Phrases like "members only" suggest exclusivity, making the reader want to be part of the club.
Alternate phrases: "Exclusive," "Elite" "Limited offer," "Only the first ___ people to respond"

"Money-Back Guarantee"

This phrase removes the barrier of risk. Many people may be attracted to your offer but not trust you enough to take a chance on your product or service. Offering a money-back guarantee if they're not completely satisfied overcomes that final objection so they feel safer taking action.
Alternate phrases: "No obligation," "Risk-free" or as Amazon does it... "FREE RETURNS"!

Get a response from your next Direct Mail Postcard or Letter Campaign!

To learn more about how our direct mail services we can help you develop effective marketing materials that get results, call Mail King USA today at (916) 296-0545.