The Words That Make An Automotive Direct Mail Campaign Work
As important as it is to focus on the look and even the feel of an automotive direct mailer, your materials are essentially worthless without powerful messages to back them up. So, what are the most useful and effective buzzwords for compelling a customer to act?
In our experience as automotive direct mail experts, the obvious words and phrases that spring immediately to mind include:
• free gift
• free of charge
• absolutely free
Of course there are plenty of words that aren’t as obvious but are also quite useful including:
Action words and phrases are also incredibly useful in the automotive direct mail campaign game. These can include:
• call now!
• call to claim yours
• act now
• act before it’s too late
• get yours before time runs out
We all know that personalizing an auto direct mail campaign is incredibly important, but beyond just using the target customer’s name, it’s a good idea to use words and phrases such as you, yours and your very own. These also help to make the ad copy about the person experiencing it and less about the advertiser themselves.
Words and phrases that evoke the idea of a deal or great investment such as opportunity, a great opportunity, a fabulous investment and a great deal, or a once in a lifetime opportunity also are excellent to put customers into a buying mood.
Evoking the idea that a sale or event is time sensitive is also an excellent strategy. Create a sense of urgency with phrases like “one week only”, “don’t wait, act now!” and “3-day event”. Adding the element of time and the idea that the sale will end soon makes it more likely that an interested customer won’t relegate the advertisement to the trash or the ‘read later’ pile.
Finally, there are plenty who love the idea of winning or of playing a game. By using phrases such as: “win big”, “become our next big winner” or “someone in your town will win a prize”, will certainly pique the interest of this type of customer.