Imagine rounding up a six person sales team each day and sending them door to door. That seems like a slow way to reach customers and not very cost effectively, right? But, what if that sales team was able to reach hundreds of homes each day without losing steam? Now that seems like a worthwhile investment. Sending a direct mailer does just that. One envelope packed with the right pieces can be just as effective as the sales team at or from your dealership. Each component of the mailer lines up with a part of the sales process: from the opening lines of the envelope aimed to strike a want in the customer, to the endorsement of a fellow customer in the lift letter, to the call to action in the business reply envelope. The purpose and voice of each different piece comes together to form a full sales pitch. Malcolm Decker, in the book “Million Dollar Mailings” breaks down the various components of a direct mailing piece that, when they work together, can only lead to success.
