Lincolnwood, IL -- (SBWIRE) -- 09/14/2012 -- KDMailing.com announces another technique to increase your direct mail open rate. Reaching customers has never been more competitive. TV, radio, newspapers, email, magazines, billboards the Internet – all these platforms are aggressively fighting for dwindling advertising dollars. At the same time the general population is more informed about marketing techniques and are very quick to recognize something as a sales pitch and corporate gatekeepers – they have seen it all. One of the best tips that we know for reaching top level customers is done using a simple direct mail technique.
Print advertisement has an impact that Internet marketing can never approach. You can hold it. You can touch it. It’s real. So, what is this technique? It’s something that was once known and widely used, but has been all but forgotten:
"A UPS delivery in a box will get through to any top executive." —Stanley Marcus
Folks, it’s that simple. If you need to reach 500 executives, 200 dentists or even just 10 C-level professionals your best bet is to mail a box – or a package. Gift wrap it if you have the margins – this will help ensure a gatekeeper doesn’t open it.
You may be wondering why a package or box will make it to your target. I am sure that it makes sense to you on some level, but the reasons why it works opens up other possibilities.
Pay every debt as if God wrote the bill. – Ralph Waldo Emerson
People are highly motivated when they feel they owe a debt or that someone went out of their way to provide some kind of assistance or favor. Many sales psychologists call this a rule or law of Reciprocation. Basically, even small things cause a psychological need to pay back the debt.
The package gets to your target because it’s perceived as having value by the gatekeepers. They may assume it’s personal if you keep the box small. As an example, someone wanting to reach a busy dentist could mail the dentist a coffee mug with the sales message printed on the mug or just include an intro letter. Likewise, you could fill the mug with your business cards. There are many ways to do this – yes, it does cost more than mailing a standard letter, but for a well-targeted mailing list you will have a much better chance that your customer will actually read your message. KD Mailing & Fulfillment has built a state of the art mailing center where you can be sure your mailing campaign will be successfully launched.
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