The Effectiveness Of A Direct Mail Brochure
When it comes to direct mail, after the letter has been sent out, the direct mail brochure is next on the list. You may wonder why it is so important to invest in a direct mail brochure. Interestingly enough, there have been studies conducted that have shown that a direct mail brochure really doesn't make a bit of difference if it is sent out with a letter or not. Based on the research that was conducted, you will find that the direct mail brochure is about as important as the reply envelope. The direct mail brochure matters but it isn't the anchor man of the overall mailer. The most important piece of direct mail is the letter which is followed in importance by the order form. As it was stated earlier, the brochure and the envelope are at the rear of importance.
However, you can make an argument that you really don't need a brochure in several different cases. When the product is well known, you will not need to send out a brochure. If the price of the product is low, you don't need a brochure. If the product is simple and it doesn't need to be explained in great detail, you don't need a brochure at that time. Although, if you are sending out a mailer and your situation don't fall into one of these categories, you are going to need a brochure.
In order to make sure that your direct mail brochure is up to par, here is a couple of things that you need to check for. First, you need to make sure that it has a clear headline that offers different benefits to the individual reader. Secondly, you need to make sure that you put good use in pictures and graphics. Lastly, you need to make sure that it is laid out in a logical manner so that it tells the story in a logical order. You also need to take the time to check and see if the brochure has adequate information for ordering on it since the mailing will more than likely be thrown in the trash. Your order information should include the phone number and the price. You need to make sure that the direct mail brochure can stand alone.
If you are sending out a five piece mailer, it should include the following: the outer envelope, the letter, the brochure, the order form, and the return envelope. If you are sending a self mailer, it will be sent alone. Overall, you need to make sure that if you are sending out a brochure that it is able to tell the reader all of the information that the letter does but with more graphic and pictures than words. The words that are written in the brochure should be straight to the point and persuasive so that the reader will try the service or product that is listed in the brochure. A direct mail brochure can either make your business products or services stand out, or, blend into the background.
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