Using Direct Mail and Telemarketing Effectively In Your Business

Posted by Becky Auer

Today you’ll learn how to use direct mail and, yes, telemarketing, to your full advantage. I know, the word “telemarketing” might as well be a four letter word to some, but there is a way to help customers feel like they are getting personal attention and keep them from blocking your number!

With the success direct mail has had and the availability of computers, these can be used as a powerful marketing tool for your success. Telemarketing is best used for high priced, high margin products or services.

Let’s first go over the eight key steps to putting together a highly effective direct mail program:

First, list all the benefits your customers will get from the purchase of your products and services.  Then, pick the single most powerful benefit out of that list. Next, build an attention-getting headline around that benefit. Remember to use emotion and fulfill the desire of your customers, whether it is to be young, wealthy, desired, popular or successful.

The next step is to develop a sales letter using the headline you created to grab attention, provide information and motivate customers to act.  Now put together supplementary items, such as a brochure, order form, reply envelope or note that encourages them to read the letter. Go ahead and rent or purchase a mailing list. Make sure to compare your cost of mailing vs. your cost per order. Continue to test and refine your direct mail marketing plan.

You can see how direct mail will help you find a local or even national target market to send your message to and draw in new clientele and customers. Fine-tuning and continuously testing your marketing campaign will yield better results and therefore, lower the overall cost of the campaign.

To be successful in telemarketing you need to do a couple of things.  The first is to put together a plan, so you know exactly what you want to accomplish during the call.  Then, develop a list of topics to discuss and the questions you want to present around these topics. In your script, include an area where you check to see if you are calling at a good time.

Make sure to include enough questions to keep the conversation interesting, but not too many to sound like you are interrogating.  One of the ways to do this is to start with broad questions and narrow your focus as the conversation continues.  You can also offer feedback to show them you are paying attention and appreciate their time. Make sure to not insult their intelligence or manipulate them.

Always listen first, talk second. And be relaxed and conversational.

Telemarketing doesn’t have to be the trauma it’s made out to be. You can put together an honest, personal and effective telemarketing campaign that is endearing, informative and gets the job done. Think of how you would want to be treated on a marketing call. Ask your friends and family what they hate most about the telemarketing calls they get and work hard to craft your message in a better way.

Jay Abraham says, “When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want and why the prospect should listen.”

It’s easy to see how direct mail and telemarketing can positively affect your business by bringing in new customers and increasing the level of awareness about your products, services and company. Our FREE test drive offers the resources and tools you need to work through these processes and put together the best marketing plan you can. For more information and your free test drive, go to