If I were to talk about building your corporate identity using your clients’ and prospects’ mailboxes, certainly, your mind would turn to their email inboxes. Think again. Today, we’re talking about direct mail marketing, and how it can set your brand apart from the rest.
More specifically, I’m back to talk about how you can make the most of your article writing by using it to achieve more exposure for your brand. One article on your website will see limited traffic and make modest or non-existent conversions…unless you know how to maximize its potential to build your corporate identity.
Build Your Corporate Identity in Letter Boxes
First, let’s address the power of the old-fashioned letter. If your ideal clients hold traditional values dear, you will appeal to their sensibilities with a mailed letter. Similarly, even if your ideal clients are accustomed to digital media, a mailed letter can build your corporate identity by giving it a stand-out quality. Really, it’s a win-win move.
Moreover, you can control the trajectory of your communications. When you send mail to an audience who has provided their physical addresses, you know exactly where that mail is going – geographically speaking. This is a terrific perk for businesses who wish to target a local audience. At once, it is unconventional, traditional, and highly effective – a great investment for the cost of a stamp.
Letters also have a power that few speak of: If a physical communication is good enough to avoid the dust bin, it will end up on a kitchen table, or a counter, or a desk...meaning that visitors may see it, conversations may start about your brand, and you will have accomplished the task of maintaining, building (and spreading) mindshare in your clients, prospects, and beyond.
So how can you create a piece of mail that can shoulder that kind of power? Follow this advice and it will bolster your corporate identity:
- Use paper and envelopes that reflect the quality of your corporate identity. High-quality materials will make a good impression, just as cheap materials will make an equally poor (and unforgettable) one.
- Use branded stationery. The colours, logo, brand name, and strapline will solidify your corporate identity.
- Consider associating the letter with an opt-in of some sort. If this suits your purpose, include a branded, stamped, addressed reply card to make responding simple for your clients and prospects.
- Incorporate your handwriting. This adds a personal touch and exhibits your willingness to offer custom experiences.
- Tickle your recipients’ curiosity by presenting a compelling portion of the article you’ve written. Then direct them to your website to read – and learn – more.
- Personalise your communication. Use each recipient’s name and if you can, include a personal note that demonstrates a memory of them.
- Include a free gift, sample, or business card.
Keep people coming back to your website, again and again, by regularly updating them on what’s new and exciting there. Mailing letters is one way to accomplish this. You’ve worked tirelessly to build your contact list. Now use it to make the most of the content you’ve written and to build your corporate identity, through a variety of media, including old-fashioned mail.
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