College plagiarization scandals seem to make headlines almost every year, which is why you may be wondering why we’re writing a blog post about plagiarizing. In our defense, we’re not encouraging you to copy someone else. We want you to copy yourself. It can be tempting to want to borrow ideas, phrases, offers, and images from your competitors’ campaigns. However, we think that instead of drawing inspiration from others in the industry that you should be using your own marketing material and ads as a source of inspiration.

Begin by looking at your past advertising and marketing campaigns that you’ve executed. Don’t limit your survey to previous Direct Mail Campaigns. It’s worthwhile to review promotional emails, social media posts, blog posts, print ads, and any other marketing collateral or advertisements that you’ve created. Which ads and campaigns performed best, yielded the most responses, generated the most qualified leads, and lead to the most sales? Which ones failed, yielded a disappointing number of responses, produced unqualified leads, and resulted in few sales?

See if you can identify any patterns or common traits in your most fruitful campaigns. There may be specific words, graphics, colors, phrases, and offers that your customers and target audience connect with. As you begin your next Direct Mail campaign, see how you can incorporate these traits. We’re not recommending that you copy word for word – this can backfire if you’re sending mailers to an audience you’ve already sent to. Instead, find ways to put a new spin on elements from past campaigns.

At the end of the day, nobody knows your consumer base or target audience better than you. This is why you shouldn’t be looking to your competitors or others in the industry for ideas. What works for them may not work for the group you’re trying to reach. Only you know what makes your business stand apart from others. It’s important that you highlight these things. As you look at your past campaigns, you should also pay close attention to what didn’t work so that you avoid doing including things in your mailer that failed in the past.

Need help coming up with ideas for your next direct mail campaign? Contact us today, and one of our experienced professionals will help you get started.

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