Differentiating with Direct Mail

4. Add a dimension

Direct mail doesn't have to be flat or made of paper. I especially like getting items I can use or that solve a problem for me. Keep in mind, it takes something really special to get a place of honor on my desk (space is mostly reserved for the carved pencil holder and framed greeting cards Unmana sent me). But I do have a cool staple remover with a logo that I have kept around for 14 years. I actually get nervous if I can't find it because nothing works as well.

Try to win a place of honor like this with your customers, whether your info belong on their desks, in their kitchens or in their cars. They will always know how and where to reach you and will think positively of your products and services. You know you are on the right track when someone calls to ask you for more of these items or to send them to other people they know.

5. Provide value

Give me information I need or something I desire, for example: whitepapers, survey results, free publications on interesting topics and so on. And to really use the medium, send something you can't send via email. Remember that time is the most important thing in the world to me—don't waste it or ask me to spend any on you without a significant reward.

Last year, when we did a mailing to news publishers, we shared a copy of the results of our survey on the use of digital services by small- to medium-sized businesses. It was a unique perspective not available anywhere else and it contained information relevant to the segment's business and objectives. We gave this brief whitepaper away as a sign of good will and to demonstrate our expertise. All we asked in return was a phone call or an email to learn more . . . and it worked!