I just received a direct mail piece from a firm I did business with years ago. They’re still in business.  Which is nice to know.

But their mailer is, well . . . ‘deadly’ to say the least.

The copy is self-centered drivel and their offer is non-existent.  How sad.  For them.  I hope his mom ordered extra copies for her bridge club because at least she’ll see some value from this mailer!

What’s The Goal?
The creation of any promotional marketing communication must begin with as clear an understanding of what you want to happen after someone receives it as is humanly possible.

That implies, of course, that you expect ‘some thing’ to happen as a result of receiving and processing your message in whatever medium of delivery you may choose to use — print, verbal, online, etc.

Response . . . Must (ALWAYS) Be Your Goal
Given the time, money and effort required to produce and deliver a message these days, you really can’t justify any marketing that doesn’t call for your reader, listener or viewer to do something in response to your message. This is a ‘Call To Action’ or ‘Offer’.  Same thing.

Of all the goals for your marketing communications, make sure a response is one of them!

KEY POINT:
Any communication that doesn’t invite response is a wasted opportunity.