Direct Mail and Telemarketing the Dynamic Duo for Success

Posted by johngies
image courtesy of Adobe Stock

Today you’ll learn how to use direct mail, and telemarketing to your full advantage. Some would say “telemarketing” is considered a four-letter word. If done right, your customers feel valued and not just abused! 

Direct mail and Digital marketing can reach your customer at a very low cost. And for lower-priced items, it can be a simple message, offer, and close. As the price of your offering goes up, telemarketing becomes a bit more effective. It fosters a dialog and not a broadcast. 

Here are some steps to putting together an effective direct mail marketing program:

  1. List the benefits your clients will get from the purchase of your products and services.
  2. Which one is the most powerful benefit?
  3. Build your headline around the most powerful benefit. Use emotional hot buttons like Wealth, Success, Time Savings, Beauty, Youth, etc…
  4. Develop your sales letter using the headline you created to capture their attention, provide information, and inspire your clients to act.
  5. Put together additional collateral, such as a brochure, order form, reply envelope, or note that encourages them to read the letter.
  6. Then you can rent or purchase a mailing list.
  7. Evaluate the cost of mailing vs. cost per order.
  8. Continue to test and calibrate your direct mail marketing plan.

Direct mail and digital marketing can help you attract a local or even country-wide target market to send letters, postcards, and messages to attract new clientele and customers.

To be successful in telemarketing you need to:

  • Start with the end in mind. What do you want to accomplish? Now put together a plan, so you know exactly what you want to accomplish during the call.
  • Develop a list of talking points and questions to help lead the conversation while allowing your client to feel heard and understood.
  • Always check to see if you are calling at a good time.
  • Include questions to keep the conversation moving, but be careful, don’t make them feel like you are interrogating them.
  • Start with open-ended questions and narrow your focus as the conversation continues.
  • Use Active Listening Skills to show them you are paying attention and appreciate their time.
  • Do NOT insult their intelligence or try to manipulate them. They will know that and terminate the call.
  • Listen and seek to understand first, talk second.
  • Be relaxed and conversational.

Telemarketing doesn’t have to be painful or irritating. You can put together an effective campaign by focusing on serving the potential customer. Yes, you want the sale but if that is what drives your conversation, you will drive them away. Be honest, be genuine, be helpful and watch them respond in kind.

When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want, and why the prospect should listen.” Jay Abraham

Hence the need to continually refine and target your Market Dominating Position and message with the client in mind, not yourself.

If you would like more resources, you can visit