Leverage Your Personal Brand and Achieve Direct Mail Success
No matter how much time and how many resources you commit to personal branding, you can’t generate income without leveraging your brand as part of a marketing campaign. Creating a brilliant personal brand is like creating a great piece of art in a workshop—it’s impressive, but until you get it in front of an audience it doesn’t mean much.
So what is the best way to get your brand in front of your audience? There are a number of channels that can produce great results—but the best channel for you depends on your market and the nature of your business. Today, we’re going to focus on a channel that is often overlooked in today’s digital age, direct mail, as we focus on how to integrate your personal brand into your marketing efforts.
One of the most important benefits of a strong personal brand is the credibility boost it provides for the business owner. Rather than being “just another” dentist, or financial advisor, or landscaper, your brand has positioned you as an expert in your field. You have worked to attain celebrity status within your market—elevating yourself and your business above the competition. Now that you’ve created a powerful personal brand, the key is finding effective ways to integrate into your direct mail campaign. Below are three suggestions:
1) Make sure your envelope stands out, if you’re using one. One of the biggest challenges of any direct mail campaign is simply ensuring that the intended recipient actually opens your mailing. You can leverage your brand to address this challenge by showcasing the media exposure you have received right on the envelope. Put something like “A message from personal branding expert Nick Nanton, as seen on…” and then insert the logos of the various media platforms you have appeared on, i.e. ABC, NBC, The New York Times, etc. Also consider using a “handwritten” font to make the mailing appear more personal. Finally, as a means to ensure that your mailing is not categorized immediately as “junk”, consider not listing a return address. This adds an element of mystery, and at the least keeps the recipient from identifying your mailing as a sales pitch.
2) Understand that most recipients won’t read your entire sales letter. Many of your recipients will give your letter a quick scan, and will only spend the time to read the entire thing if something catches their eye. This means that your personal brand must be communicated in a way that stands out even if the recipient only glances at it. Utilize bold type and colorful language as you describe yourself and your points of differentiation. In addition, it’s important to write your letter in a manner that makes sense both to a prospect who quickly skims it, and to a prospect who takes the time to read every word of the letter.
3) Include a great photo of yourself. If your goal is to communicate your personal brand, a great picture is not optional! If you don’t have a professional-caliber headshot available, make an appointment with a photographer today. Your picture is essential as it gives your audience a face to go along with your branding statements—without it, your recipients won’t feel any sort of “personal” connection. Use photos that tell a story to your audience, and understand that some of your readers may only look at the photos. Use captions with each picture to “flesh out” the story and to guide the viewers. People will read these captions, so make sure to use strong, descriptive copy!
Direct mail is a challenging marketing channel—but done right, it can produce a high ROI. Fortunately, if you’ve been working hard to create a powerful personal brand, you have a significant advantage over your competitors. Contact me today if you’d like to learn more about communicating your personal brand through direct mail or other marketing channels!