Often, your promotional tools don’t fit your target market. In fact, most of your marketing collaterals like your catalog printing piece get labeled as junk mail precisely because they don’t actually answer the concerns of the recipients.

To effectively send the right promotional tools to the right audience, you need to understand a golden rule for your direct mail project.

Hit the Right Target.

Marketing campaigns are a lot like love. In order for you to attract the right guy, you need to send out the right signals. Otherwise, you’ll have a heck of a time avoiding the attention of someone who is totally not your type.

Another scenario is that you’re sending out signals to the right guy but he’s not interested at all.

Marketing is like that. Either you send out the right message to the wrong target market. Or you hand out the wrong message to the right target clients.

Let’s say you’re a meat vendor. Your 50% price cut would fall on deaf ears if the one you sent it to is actually a vegetarian. Or your catalog of swimsuits would not be very appealing if you sent it during winter season.

The difference between junk mail and direct mail is the importance – junk mail is not important, while direct mail gets to the right person and considered as wanted mail. What you have to offer is important if the client you mailed it to can benefit from your product.

The key then to a successful direct mail catalog is to get your promotional tool sent to the right people. The right people would be more appreciative of what you have inside your catalogs. They would more likely open your pages because they have the need for what you have to offer.

So the first thing you have to do to make sure that you have the right promotional tools for your target clients is to understand your target market. Learn how your products can answer a need or solve a problem. Provide your target clients with benefits in your catalog printing copy and you’ll definitely get the right clients to appreciate your catalog.

Second, write a benefit-oriented copy. List your benefits in a way that is easy to understand. Not the features; just plain benefits. Provide your target clients with the things that he/she can have with your products. Make them want to respond right away to your catalog in a positive way.

Lastly, make an impact so you’ll stand out from the rest of the competition. Your print catalog will not be the only direct mail piece that would land on your target clients’ hands. So make sure that what you give them is better than what the others are offering.