Regardless of whether you're doing a letter, a flyer mailer, a big oversized postcard, or a standard-sized postcard, make sure that your headline hits them right between the eyes. Your message must do the same thing. In this article, you'll learn that you have to know what's causing your potential clients pain. You have to know what their deepest desires are. And you can only address these if you are targeting your mailing.
IT Marketing: Keep it Benefits-Focused
If you can talk to their niche, and give it a strong benefits focus, you will be more successful in this IT marketing effort. So you can say, “Learn how our computer consulting company saves dental offices $10,000 a year in saved expenses.” And of course, if you're mailing this to other dental office managers, they're going to be extremely interested in hearing the rest of your story. To do that, they're going to have to take some kind of action because you won't be able to tell the whole thing in your postcard.
Maybe they're going to request a free tape, a free report, a free consultation, a free needs analysis, etc., but the key thing is you have to know their points of pain so that they will want to hear the rest of the story. Then you'll deliver them the rest of the story.
IT Marketing: Focus on Your Potential Customers
Make sure that all direct mail is very benefits-specific. When I look at advertising, I often see something I call “feature-itis.” All that is talked about is the "me, me, me." You need to talk about them! Solve their problems; don't present how terrific you are. They don't care if you're certified in all these platforms or are part of all these vendor partners or know all these products or are an authorized dealer for all these companies.
They care about their problem, what you can do for them. So make sure that your advertisement is very benefit-specific. If you need to, get a disinterested, objective, third-party to look at it and give you feedback.
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