Immediacy
If you want a customer to act on your offer before being swayed by your competitors, you need to convince them to act now as opposed to later. This is exactly what a direct mail marketing program allows you to do. With a direct mail piece, you can create a sense of urgency by offering limited time discounts and savings in the form of a postcard, card mailer, invoice printing, statement printing or by including reply forms that are partly filled out.
Edward Nash calls this advantage of direct marketing “Immediacy.” Immediacy is the third advantage discussed in Chapter two of “Direct Marketing: Strategy, Planning, Execution.” According to Nash, “Our promotions are successful only to the extent that we facilitate immediate action. It is for this reason that our copy disciplines find ways to urge action now, rather than later; that our offer disciplines require simple, easy-to-use, sometimes pre-filled-out reply forms; that our media planners place a premium on bound-in insert cards or other easy-to-use reply devices. A sacred rule of direct marketing is that response devices must be easy to use because, if they are not used immediately, they may never be used.”
By encouraging customers to act now you have a much better chance of making a sale. If you give them too much time, they might lose your direct mail piece or just forget about your offer and go to one of your competitors. With the use of direct mail marketing, you have a much better chance of catching a customer’s attention and getting them to act on your offer.
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