Auto Repair Advertising - Direct Mail - the 5 Step Survivalists Guide

On the surface, it would seem direct mail, as a staple auto repair advertising strategy, has long seen its heyday. Ya twenty or thirty years, a shop owner might give some letters and actually waiting for an answer. Today, among the thousands of other advertisers, the return on investment has left many wondering if their message was lost in the mail.During our normal process of selection, we ask each of our clients: "What think - you reply usually see your mail? "The responses have become highly predictable, nearly 94% say send mails from time to time, or not at all, because they see almost no response.That the not too surprising. Ask any group of business owners throughout the industry, and you will probably be roughly the same feedback.What is surprising is that the remaining 6% report having seen anything from a 9% to 22% return on their direct mail. What makes these repair facilities so special? The answer is simple: They are not limited to a mailing.Repair facilities see the highest rate of return, in almost all cases, the sequential use items with a clear message and a delicate moment call to action . Before we proceed, let me clarify one thing: direct mail, I am talking about is new to enterprise development. These letters are the shop owners send the car increases. Mailings to existing customers is a totally different animal, and we will cover this category a little later.Auto Repair Advertising-5 Steps To Breathing Life Into Your Direct Mail1: Use postcards. Postcards need not open. A letter takes time to open up, unfold and actually read. Accordingly, a letter, nearly 10 times out of 10, end up in the trash. Unopened.An even better advantage is that the postcards cost less to make and mail. In some cases, you can save more than 75%! 2: Have A Clear Message. Use a headline grabbing attention. With each sending you the message should be clear.Remember KISS? Keep It Simple, Stupid. Less is more when getting your point across.Also, the title should address some sort of concern is your potential customer. Do not be afraid to be a little extreme. People have responded to the idea of life and death situations.Example: "What happens if your Brakes Fail? Is Your Family Safe? "3: Make 'em An Offer They Can not Deny. Best Value. Most people are hungry value. So many companies offer so little in return only when someone actually, consumers are almost programmed to ask, "What's the catch?" Do not have a catch. Be honest, open and full of value.A good idea would be to give them something free and unattached. But beware! Never offer something that will eat up your time and be more expensive than it's worth. The trick here is to note that the hidden value that your new mysterious jewel customers to return. It must also be easy and cheap to produce.Example: I will never forget Les Schwab, the tire guy of my childhood in Oregon. The man was crazy enough to offer "Free Beef With Every new set of tires!" Who in his right mind would do that? So far, I can not tell you how much beef is part of new tires. But even if I was not at Oregon in 15% 2B years, I DO remember Les Schwab and always think of him when I see a set of tires.4: Have A Call to Action. Make It Time Sensitive By creating a sense of urgency, you create a sense of scarcity in the mind of the recipient. And by making a call to action, you give them a clear message of what they must do to take advantage of what you offer. Example: "a limited period only: Free Brake Inspection For each car before (DATE)" Do not forget to give your potential customers sufficient time to pick up the phone! 5: Do not Pull The Trigger Once ... You need to keep shooting! Like the scenes on COPS Where some guy is wigged on crack and must be fired 50 times before it fails, as well as to American consumers. In almost all cases of publicity, frequency, clarity of communication, and repetition are the only 3 elements that will work. But they must be used together. Having a clear message and send it only once cut. (This is the chair as a head injury crack. It will not even feel it.), You must have a clear message and send it several times for the same people.Try This Auto Repair Advertising Schedule 1 Mailing have a time-sensitive and offer an invitation for people to call / future (AKA Call for Action) 2e Mailing - 15 days later. Having a "While we regret that we missed you" feel to it, and perhaps offer an additional incentive to coax stragglers of hiding.3rd Mailing - 15 days later. Be bold. State "Last Chance!" Offer Expiration Will Soon! "Do not be afraid to be a little extreme.4th Mailing - 3 to 5 days after the expiration date. The latter will be more of a "Congratulations! You have won second prize! "Feeling at it.Note: After each mailing, you must remove those who respond to the list. Their sending advertisements for the same offer after they have already entered into is not only annoying, it becomes expensive. Why does this work? Multiple deliveries tend to make people feel your offer is no longer valid. One shipment is easily dismissed as a potential fly at night gadget, and more than likely end up in the trash.By repeat your offer, and adding more and more sensitive to the pressure of time, help to emphasize the importance your message.Beyond same Increasing your overall performance, multiple mailings to reinforce the credibility of your institution in the eyes of car owners.Auto Repair Advertising Final Note: How Many Should I Send? For example, if you are hit 1000 homes, and neither the desire nor the means to send the same number multiple mailings, consider decreasing your list.You will do better sending 250 houses sequential rather than direct mail send 1 mailing to 1000.
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