When a pro freelance copywriter talks about a direct mail marketing package, he is most often referring to the outer envelope, sales letter, brochure and order form.
We tend to be much more creative and varied in the number and variety of enclosures in a good direct mail marketing package, but the result is the same; a collection of pieces and items are assembled and placed in a particular order, to go into an envelope or other container, for delivery to prospect or customer.
The point is that situations best served only by a simple sales letter are quite rare. Most of the time, you want to mail a multi-piece marketing package.
The reasons for this are many.
There is what I think of as ‘the Publishers Clearinghouse effect’, when all sorts of different colored, different sized pieces spill from the envelope all over the table. It’s a game of pick-up-sticks just to get it all to the trash. Any one of the dozen or so loose pieces has a chance of catching your eye, getting your attention, sucking you in.
There is the Principle of Involvement in direct mail marketing. There is the making of a bulky or lumpy package, to get it opened by aroused curiosity.
And there’s more, all not needing mention here.
One thing to experiment with a lot, as added pieces: audio CD’s and/or DVD’s. This allows you to communicate with different media. Some who won’t read may listen – and listening may then interest them in reading.
Some who read may also listen and get enough reinforcement to be motivated to act. And so forth. Each of the media ought to stand alone, to get to the desired response AND reinforce the other pieces in your direct mail marketing package.
If you want an instant boost in credibility, celebrity and status, you include a copy of a book you’ve written. Next best, reprints of articles you’ve written or that have been written about you.
If you want to heighten interest in your direct mail marketing package, add something with a celebrity’s or celebrities’ picture on it.
If you want to try to obligate readership, add a “kakatchka” of some value, they’ll like keeping, like a coffee cup with a clever saying or cartoon or even personalized cartoon or a mousepad, coasters, water bottle, nice pen, etc.
If you want to be playful, enclose some odd or funny object that you hook your copy to.
I’ve used inflatable monkeys, little toy monkeys, pirate treasure coins, a giant “big mistakes” eraser.
Don’t just send a letter – send a ‘package’ !