Why You Should Consider Direct Mail for Nutritional Supplement Sales
You have just introduced an awesome new nutritional supplement. It has the science, it has the testimonials, and it has the results. So how do you get the word out? What do you do to sell your product?
Let’s think about how people buy nutritional supplements. There are pills for digestion, pain relief, a bad memory, more energy, with hundreds in each category. Consumers go into their local health food store and read some labels, then do the same in their local pharmacy to get clear on what to buy there. They look at the labels: isn’t everything they have to know right there? Can they even read the label? Or are they, like most people, having trouble on which, out of the 20 choices, to buy for their loss of vision? Maybe going to the local pharmacy or health food store isn’t the best way to help them discover the supplement that is going to work, in which case consumers are at a loss. That’s because they don’t want to walk around reading small labels and making decisions without enough information; they want to feel like they have done the research and that no one is going to pull the wool over their eyes. This is why direct mail marketing is the perfect answer for the question of how to market your nutritional supplements.
Why direct mail? What does it offer? In a nutshell, it offers a highly profitable revenue stream, enough real estate (pages) to tell your product’s story, and a means to develop that direct relationship with the customer.
A highly profitable revenue stream equals sales. Once the customer is yours, you can upsell, cross-sell, and get him into a continuity program. From there, a relationship has begun and that person will not only buy that product, but more of it and others like it; this will be your most profitable customer lifetime value-wise. And the cost of mailing new products and offers to these customers decreases compared to your new acquisition efforts, making it a win-win.
The mail piece that you use to offer the product to consumers can be a little digest or a 48-page “magalog,” a little magazine specifically about your product; even a four-page self-mailer offers more space than a label on a bottle. You should be able to fill that mail piece with information about the great new nutritional supplement, including testimonials, the science behind the product, and results. Specific stories, along with diagrams and bar charts, also make for a good read and should answer every question they have about the product. The mail piece is selling your product for you and its real estate is a lot bigger than a label on a bottle; this will satisfy the consumer’s need for research.
Most importantly, when a consumer buys a product through the direct mail channel, he becomes your client. You have their name and address, know them, and communicate with them; it’s relationship building 101. Loyalty goes both ways, and is the way to keep both of you together–and something that the experts at Macromark can help you maintain.
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