Direct Mail Success – AIDA

Those of you who are market oriented will understand the letters; AIDA. Direct response  ”101″ states, that in order to make a successful marketing campaign it must have the following 4 items:

1. Attention – It must attract attention and attract the prospect to your offer
2. Interest – It must create an interest or be compelling to the reader of your marketing message.
3. Desire – It must create desire for your product by providing education about the product, niche or industry.
4. Action – Probably the most important item, it must have a call to action where the prospect either buys the product or makes inquiry for further information on the product.

The above are fundementals of direct sales techniques that have been used for over 100 years. This is the way cowboys sold wagons and horses! It feeds on the psychology of human nature and how to lead a prospect through the sales process.

Direct mail makes use of all these basic sales/marketing principles. So when creating your next direct mail campaign, make sure you use these principles as your guide for better response rate.

In our next post, we will cover the topic of direct mail response rates.