US Data Corporation Direct Marketing Blog

Telling Your Story with Direct Mail Marketing1:47 pm


By Melissa Cober

telling your story direct mail marketing Telling Your Story with Direct Mail MarketingStorytelling has been an integral aspect of society since the earliest civilizations. Passed from generation to generation by word of mouth or written word, stories have always shaped the way we view the world and relate to each other. Why are stories so powerful? They connect with us on an emotional level and tap into our desires and fears; stories remain in our memories long after cold facts.

Any seasoned sales professional will tell you that the best sales people are also the best storytellers. The same goes for marketers. If you can tell stories rather than pushing features alone, you have a better chance of appealing to prospects’ emotions, and all buying decisions are, at their core, emotional. In your marketing, you should be capitalizing on this by telling stories whenever possible. Direct mail is a great venue for telling stories in creative ways, perhaps even more so than other venues of direct marketing.

Why is direct mail particularly good at communicating stories to prospects? For one, direct mail differs from email in that it provides more space. People have much more patience for direct mail than for email, largely because spam is sending everyone into email overload. To attract someone’s attention in an email, you need to be to-the-point, flashy, and exciting; if you don’t grab their attention right away, chances are they won’t even open your email, let alone read your story.

Good storytelling doesn’t happen in a flash; it requires time and development. Direct mail fulfills this need perfectly. People can experience your direct mail piece in their own time, perhaps when they are feeling more open-minded, and they are likely to grant your direct mail more time and attention than an email. If your story is best told in letter format, even better; direct mail will win out over email almost every time, because people are accustomed to receiving and reading letters from their mailboxes.

Direct mail also has other benefits when it comes to storytelling. One of direct mail’s strengths is that you can make it a truly interactive experience for the reader, either by using folding techniques, including special coupons or inserts, or, if you’re feeling really creative, sending a branded keepsake. Even with a simple folded brochure, you can control when and how information is conveyed to the reader. This is a particularly great mechanism for storytelling, because a folded mail piece has built-in chronology. When a prospect unfolds your direct mail piece, this will simultaneously let your story unfold, and since your reader played a part in this unfolding, they are now a part of your story as well. If you can accomplish this, your prospects will have engaged with you emotionally on multiple levels; you are golden.

Never underestimate the power of a well-told story. If you can appeal to your prospects’ emotions with your story and simultaneously engage them interactively, you have the recipe for a winning marketing campaign that they won’t forget. Direct mail is the perfect medium for this kind of storytelling; it is engaging, palpable, and emotional. Direct mail adds that personal touch to storytelling that captivates and enthralls readers.

If you are ready to tell your story with direct mail marketing, please don’t hesitate to contact our direct mail experts by calling US Data Corporation at 888-610-3282.

Sources: http://www.gianfagnamarketing.com/blog/2011/12/29/how-to-create-great-advertising-with-storytelling/
Image: ddpavumba http://www.freedigitalphotos.net/images/view_photog.php?photogid=2888

Search

Newsletter

Sign up for our free mailing list to receive our newsletter, special promotions, and more!

Follow Us

Facebook Twitter LinkedIn Google+ RSS Feed

Like Us on Facebook

Learn More About...

Marketing Strategy

Direct Mail Marketing

Email Marketing

Data Cards

Fun Marketing Facts

Mobile Marketing

Happy Client Highlight

Recent Posts

Social Media Marketing: 4 Ways to Gain Twitter Followers

Hop to It: Last-Minute Easter Email Marketing Campaigns

Using Facebook’s New Design Layout for Marketing

Direct Mail Tips for Prom and Graduation Season

5 Marketing Lessons From Your Favorite Shows

Archives

April 2014

March 2014

February 2014

January 2014

December 2013

November 2013

October 2013

September 2013

August 2013

July 2013

April 2013

March 2013

February 2013

January 2013

December 2012

November 2012

October 2012

September 2012

August 2012

July 2012

June 2012

May 2012

April 2012

March 2012

February 2012

January 2012

December 2011

November 2011

October 2011

September 2011

August 2011

July 2011

June 2011