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The Must-haves For Automotive Direct Mail

By Expert Author: Greg Sands

Every automotive repair shop owner asks himself the same question – ‘What will it take to get someone new through the door of the shop?’ It is not the regular customers you need to be as concerned about, because they can be counted on again and again, but how do you convince those who have not yet been in your shop yet to work with you next time they need a repair or a simple service job?

Automotive direct mail is often the best possible answer.

Digital marketing may seem like the most cost-effective way to go, but the simple truth is that customers today are bombarded with advertising messages, and direct mail marketing is a far more effective way to grow your business and set yourself apart from others in your market. Wondering how to make the most of it? These tips can help.

- Use Benefit Based Language On Your Postcard: One of the biggest mistakes people make in the world of automotive direct mail is pushing features instead of benefits. If you focus on the problems that lacking auto service could cause, you may be getting less customers than you would if you simply say “We offer oil changes for just $29.95.”

- Target the Right Group With Your Direct Mail List: You won’t even begin to hit the mark unless you have the right list in hand, and the right list begins with some serious due diligence on your part. Most direct mail advertising companies will offer you a list as part of their services, but make certain they’ve done a demographic analysis to ensure you’re getting the perfect group to respond to your offer. Without it, you’re likely to be wasting your money.

- Consider Professional Postcard Design Services: You may think you’ll save some serious cash by not using professional design services, but the reality is that customers see direct mail postcards like yours every single day. If it doesn’t look amazing, chances are that it’s not going to get read. Working with professionals means employing creativity while following basic design rules. The result is a piece of mail your customers will respond to again and again.

- Choose the Right Direct Mail Company: Good direct mail doesn’t just start with the desire to build a better campaign. Instead, it means selecting a direct mail advertising company that can help. Don’t simply choose the first one with a price that fits into your budget, either. Instead, look at the direct mail services offered, the overall cost, and their portfolio to see what they’ve done for other shops in the past. In fact, you may want to select a direct mail company that specializes in automotive direct mail to ensure you get someone who understands your industry.

Direct mail can be a perfect way to build your customer base, but don’t go into it blindly. You may just end up wasting money if you do.

Article Source: Mudlick Mail

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