Here are a few ways you can be sure to have dismal results from your direct mail campaign:
- Don’t write a ‘Call to Action’ – Just impress them with killer graphics and a super-cool logo, but don’t encourage them to do anything as a result of reading the card.
- Use a lot of christianese in your copy – You want to impress them with your theological understanding and make it clear who is in and who is out of your club.
- Don’t seed your list – Make sure you don’t put your name and the names of friends and family on the list so you have no way of knowing which day the postcards were actually delivered.
- Don’t create a tracking mechanism – Don’t even think about creating a special landing page on your website, purchasing a second domain name for the campaign, or creating PURLs (personal URLs). Also make sure you don’t include a ‘how did you hear about us’ section on your Sunday morning connection cards. Why would you want to know how many people showed up because of the postcards anyway?
- Don’t launch your website before the campaign – That way they have no way to further research your new church, so they’ll have to show up to find out more!
- Rely on Direct Mail as your only point of contact – Make sure you don’t get your name out in the community through outreach and community service events first. That way when they get the card, it will be the first time they’ve ever heard of you.
- Send only 1 or 2 pieces – Don’t get their attention and break into their consciousness by sending more than 4 cards; better to fly under the radar and end up in the trash bin.
Follow these simple steps and you can easily torpedo your whole campaign. Which is cool, because you have plenty of money to start the new church, right?
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don’t forgot to do your own art/design and to rely on the post office to deliver the cards on a specific day for a specific event.
[...] a follow up to Friday’s post about How to Be Sure Direct Mail Fails, here is another [...]