I spend a lot of time writing about the components of direct mail response – list, creative, offer and marketing timing. Today I want to concentrate on Direct Mail Offers for Water Dealers. Because even if I sold you the best mailing list in the world (which we will), if you aren’t making a worthy offer – forget it.
The offer is the theme of your communication. In the Water Industry, I often see the offer being tacked on as kind of an “Oops – I almost forgot it” kind of thing. You need to begin with it. Restate it. Denote its key benefits. You will want to create the actual copy around it so it’s incorporated into the entire program.
Depending on the nature of the communication, there are different kinds of direct mail offers for water dealers:
Lead generation offers
Lead generation offers are typically free offers designed to get someone to raise their hands and say “I’m interested!” (and give us their info so we can connect with them). In the Water Industry, these are some tried and trued, well-tested, common lead generation offers. As a result, we see gifts like family-sized tide, diapers, soaps, coupon books, and gift cards to home improvement stores.