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Best direct marketing agency? USPS

January 9, 2008

How do you turn people into better direct mail marketers? Send them to USPS — that’s right, the US Postal Service. Once they’re there (standing in long and tedious lines while waiting to return the Zune player that they received as a holiday gift), they’ll see these brochures (I picked up 2 of 3):

usps brochures on direct mail marketing

Some smart mucky muck at USPS hired the right marketing agency to create a campaign targeting small business owners. They are effective brochures, the copy is engaging, the layout easy on the eyes. They don’t preach the benefits of USPS over competitors, or offer any unique promotions or Postal Service value propositions. Instead, they offer (good) suggestions to make USPS customers more effective marketers — similar advice an agency would offer a SMB owner, albeit more concise and free.

For example the brochure on the left in the photo above includes this message:

“In five short words, farm-fresh eggs sold here captures the four-part forumula for letters, flyers and brochures that sell.

  1. Attention
  2. Interest
  3. Desire
  4. Action”

The inside of the brochure goes into each piece of the forumula, spelling it out for readers in engaging, concrete prose.

Making your customers better at their jobs is a good long-term solution for driving revenue. It’s long-term because what you’re really doing is building relationships. I’m much more likely to want to work again and again with the agency that makes me smarter than one that offers the lowest price. In this scenario the agency is no longer a vendor, it’s now your business partner.

The biggest flaw — the pink elephant in the room — is USPS. Their reputation and front desk service needs to catch up with this progressive marketing. Waiting in line for 10-20 minutes does nothing to reassure me about their business services!

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One Comment leave one →
  1. January 9, 2008 2:40 pm

    Maybe USPS sucks, but you were drawn to read the brochure through. A dozen of people in the line did so, too. USPS gets its buck from the company by keeping you waiting and…reading the brochure :)

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