Only sell one thing at a time

You are spending the money on the postage, envelope and everything else, so you want to tell people that you do this, that, the other, oh and by the way we can also - and then of course there is...

And it doesn't work.

The best way forward in direct mail is to focus on one thing - one product, one service - because the reader wants to know "what is this about" - and if it is about ten things then they will give up long before they get to thing number 3.

There are ways around this - but they have to be looked at carefully.  Just writing about four different things in one letter is not one of the ways forward.

Solution 1: Do a catalogue.   The catalogues that work best have a theme which is understandable.  Look at most of the clothing catalogues and you will find that they are of a type - they sell one particular approach to clothing, so we know what we are going to get.   

But be careful about how many areas you cover.  A clothing catalogue sent to home addresses could have a section for men, one for women and one for kids - because you are mailing one household and the chances are everyone will have a similar feel for clothing.  But the point is that you are sending one catalogue which is going to be read and used by people who (we presume) speak to each other a lot.   A similar approach is harder to pull off if sending something to an office.

Solution 2: Focus on one, and add a passing note  So you spend your time talking about one product or service, and then say, perhaps in the last paragraph, (not in the PS), we also do x y z, call if any of these are of interest.  (Don't use the PS because people skip to the PS to look for a summary of your main point, and the sudden mention of new areas of work will confuse them).

Solution 3: Keep mailing regularly but in each mailing focus on a different area of your work.   This really is infinitely more effective than trying to cover everything in every mailing.

In short, most people are a bit suspicious of any company that claims to be able to do anything and everything.   Would you trust a pill that your GP offered which it was said would cure your toothache, your depression, your bad stomach, your broken foot...?

Most of us want a solution to a problem - so that is what you should offer.  Although generally speaking it is better if you don't use the word "solution".

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.