If you want to succeed in politics, you need to put your limited campaign funds to work where they will do the most good, and in many cases that means using direct mail to literally reach the voters where they live. There are many reasons why direct mail marketing is such an enduring part of politics, and smart politicians have long recognized the value of those election season mailers.
Reach Voters Where They Live
Perhaps the biggest advantage of direct mail campaigns for politicians is their reach. You could spend thousands of dollars on a single 30 second TV or radio ad, but if the voters you are trying to reach are not listening all that money is wasted. If you want that kind of advertising to be effective, you pretty much have to saturate the airwaves, and that strategy could quickly exhaust your campaign coffers.
Direct mail marketing is much different, and far more effective. When you put together a direct mail marketing campaign, you are literally reaching potential voters where they live.
Even in this age of email, social media and instant messaging, everyone in the country still goes to their mailbox every day. When your direct mail marketing message is in that mailbox, you know that the voter will at least see it and check out what it has to say. Instead of wasting thousands of dollars and hours of your time on ineffective radio and TV spots, you can put your money to work where it will do the most good – in the voter’s mailbox.
Fight Back Against False or Misleading Smear Campaigns
It might not be right, but negative advertising is an integral part of the political world we live in. Even if you try to run a positive and upbeat campaign, chances are your opponent will try to sling some mud.
When that happens, you need to fight back. Challenging those false and misleading claims right away is essential if you are to maintain your reputation for integrity, and direct mail gives you the perfect opportunity to do so.
Whether the original false claims were made via radio ad, TV spot or direct mail, you can fight back cost effectively with a direct mail campaign of your own. Designing an eye-catching flyer that lays out why the claim is false and presents a claim by claim refutation is a great way to get the campaign back on track and put the focus back where it belongs – on the issues facing the voters.
The political world has never been more difficult or more divisive. If you are seeking office in today’s environment, you need to make the most of your campaign funds and work hard to get your message out. Direct mail marketing lets you do just that, making it perhaps the most effective political tool ever devised.
