What Features Do You Need For Great Direct Mail?

You may have heard that direct mail is dead, but in reality

, auto repair direct mail is not dead at all. Need proof? Just check your mailbox, and you will quickly realize direct mail is not dead. Each week, there are dozens of pieces arriving from the countrys biggest corporations all the way down to the local mom & pop shop. Direct mail advertising is still viable and effective!

When creating an advertising plan for an auto repair shop, direct mail should be a featured method. Its a great way to reach local residents who live in the neighborhood, inside an easy drive to the shop. Direct mail is a good way to bring in more local business.

While direct mail may be a good method, there are plenty of examples of a bad implementation of a good idea. Some auto repair marketing flyers are barely readable. Theyve been covered in visual clutter and crowded with text. Unprofessional graphics or photos project an unprofessional image. These ads usually do more harm than good.

Most people know a bad flyer or postcard when they see one. However, few of us understand how to design a good one. This is where the help of an expert can be so valuable. If you can find one that specializes in auto repair company advertisement, thats even better.

You want your direct mail advertisement to stand out in a good way. Take a look at some of the pieces landing in your mailbox and pick a few you think are attractive. This will give your designer a jumping off point for your mailer.

There are a few rules and guidelines to keeping your direct mail piece looking sharp and professional. Follow them and heed the advice of your designer and your business will come out looking great.

- Keep it simple. The best mailers have a clean, simple look that isnt visually jarring. Stick to one font and keep the graphics and photos professional. Use a color scheme, not every crayon in the box.

- Let the form follow the function. Dont try to force the text to match an overdone creative concept. Think of what your mailer needs to do and say, then design around that.

- Include the important details. Your website address, your physical address and your phone number should always be prominently featured on any mailer. If your location is hidden or difficult to find, include a small, simple line map.

- Give customers a reason to come to you. In the industry this is called a call to action. Give them some motivation and a sense of urgency, like special rate with an end date.

Talk to your auto repair shop direct mail designer about the look of your mailer. Make sure it represents your business in the best possible way.

by: Greg Sands

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