In this blog, we continue our informal examination of the secrets of successful Direct Mail. This time I'm going to look at the vital importance of recognising your unique selling points (USPs) and focusing on them ferociously. It's vital that you differentiate your brand and products from the competition, especially the brand leaders, if you want your mailers to hit the mark.
Your killer proposition needs to be strong enough to appeal to new or existing customers, while still being in line with your brand and the products you're promoting. It also needs to be fresh and different enough to persuade them that they should pick you over the thousands of other operators in the iGaming sector.
Once you have your USP, you need to define not only the benefits it offers to the customer, but also what these mean. For example, it's not enough to say you have the best betting site in the business, you need to define what advantages this actually offers to the user, such as the ability to place bets more quickly, more markets on every football game or even something as faster in-play betting.
The next step is to define how you craft and present the message built around your USPs. This is where your brand values and guidelines need to come into play. You need to convey your USPs in a language and style that suit your company and its brand. Apple is a great example of a company that maintains consistent style and language no matter what product or service it is promoting, yet uses subtly different messaging and style according to audience.
So, you don't want to target recipients with the same old messages. Grasp the opportunity presented by each Direct Mail item and use your USPs to your advantage by presenting them in a style that will engage and appeal to your audience. Make your target customers feel that your product can change their life for the better and they will reciprocate.
So there you have it, the secret of Direct Mail success. In the next blog, we'll look at how you can engage and interact with your customers more effectively to maximise response and ROI. If you're already good to go, contact the Secure Direct Mail team on 01624 698488 or at firstname.lastname@example.org.