Find one of those gurus who pontificates endlessly on how to do direct mail and you will come across a long list of things to do - and top of that list will be "sell benefits not features".

So, is that what is going on here?  

Well not quite - because the alphabetical list of ways to do direct mail that is developed here is founded on a theory of direct mail - a theory that makes predictions as to what will work and what won't.

The theory of direct mail that we have suggests that we have to focus on the individual recipient of our mailshot, and understand exactly what that individual wants.  Which is why we come back to benefits.

Strangely, although "sell benefits not features" is the best known of all guidelines on how to get more sales in direct mail, it is also widely ignored.

Computer companies still tell us about the amount of RAM, the speed of the CD and the size of the hard drive.   Non-fiction publishers gleefully list the chapter headings of the book and tell us about the author.  

What is a benefit?

Benefits are interesting because quite often it is possible to push the level of benefit back further and further.  Take, for example, the average company director.  What does he/she want?   Mostly the answers (in order of importance) are:

So the benefit question is, when selling to business can you offer one of these benefits?  Let's imagine you are selling a PAYE system.  If you can suggest that it will save the company money, and reduce difficulties in terms of staying in touch with the latest PAYE legislation, then you are reaching the highest levels of benefit that will appeal to managers and directors.

Or imagine you are selling to schools.  Teachers and school managers have their own list of wants which usually include:

Not identical but you can see the link.   Of course it is different with consumers where the benefits required can be varied.   But still if you want three options:

are a good starting point.

A couple of things I have purchased.

If you have a product  that does not seem to offer any of these prime benefits you really have to think, "why should anyone buy it?"   To help, think of some of the things you have bought recently - and ask yourself why you bought them.

I have recently purchased a new chair for me to sit on at my desk at work, following an injury to my back in the gym recently.  The reason is it stops the pain, and that is a fair benefit to sell.  It might even be possible to say that it helps raise profits (because I can work better when I am not in pain), and this indeed is the approach that high price car companies have used, stressing that the chairman arrives much more able to negotiate at the meeting if he/she travels in the exquisite luxury of a Bentley or a Rolls.

I've also purchased an ipod, with the idea of passing the time more interestingly on train journeys. I listen to audio books -- but I have never seen an ipod advertised in this way.  All the ads tell me about the size of the hard drive, not how I can make the journey go more quickly and how I can catch up on the latest management thinking.

I don't understand why people who want to sell to me don't want to talk to me about my needs - but they don't.    There will be more on this in the section on the hierarchy of needs.

Free analysis of your mailshot

This article is written by Tony Attwood, Chairman of Hamilton House Mailings Ltd.  If you would like to discuss the writing or design of your mailing campaign, or indeed a single mailshot, with Tony, without cost or obligation, just call 01536 399 000, or email Creative@hamilton-house.com   You can also send Tony a copy of your latest advert and he will call you back with his thoughts on how your response rate could be raised - again without cost or obligation.