Direct Mail - to list a price or not?

[reader0428]

I'm creating a direct mail piece for a weekend of beach sessions that I'll be offering in September. I have a great looking piece (I think), have worked my copy, have three different collections so they can choose the products they want. My dilemma is whether or not to display the price on the piece. I'm leaning toward not - I want them to fall in love with the idea of having a session on the beach and not care what the cost is (or at least call me to discuss the session so I can get them booked). Then the left-brained side of me wonders if people will get irritated at not having all the information. What to do? BTW, this mailing is going to clients and to a targeted list of people who know me - this is not a rented or purchased list.

Those who have done direct marketing, do you include a price in your mailing? If so, do you feel it's effective?

[WarrenG]

Amanda,

I am far from a marketing expert, but in my experience there are a couple of ways to look at this, but it really depends on the type of people you are marketing too.

Are you marketing to Mr & Mrs Average Joe? If so you may want them to fall in love with the price AND your work... so it may make sense to list your price.

Alternatively, you may be marketing in the upscale areas where will price is somewhat irrelevant if they like what they see. In these cases, I would market the "must have" aspect, and not worry about listing prices.

Let us know how you make out.

[tomdrink]

Since you're mailing to clients, and people who "know" you, I would assume they know what you are capable of. I would, therefore, NOT include the price to these people.
Just my opinion, from being in direct mail for 31 years (not from a design standpoint, but more in the database/addressing end of it). I've seen plenty of direct mail cards!

TomD

[tomdrink]

By the way, if you haven't had these printed yet, send me a pm and I can give you some free advice on card sizes, if you'd like!
TomD

[WarrenG]

Sorry, never even read the "people who know you part".

Yep, Tom would know his way around direct mail...

SHOWOFF!

[reader0428]

Thanks for the comments, Warren and Tom. Warren, that's good food for thought, thank you. Tom, my PM function isn't working right now. I'm actually planning to print three different versions of these using the 5x7 press printed cards from WHCC. I'm also thinking of purchasing colored envelopes that coordinate with the design (instead of plain white) so that they have the feel of an invitation rather than a sales piece. And of course, everything will be hand-addressed (I'm not mailing thousands of these).
1. My best clients and prospects will get a 5x7 folded card with the headline and images on the front, copy inside, and a collage of images from my beach model session on the back.
2. My second category will receive a 5x7 flat card (debating between doing the linen card stock or a regular stock with a glossy UV coating) with headline and images on the front and copy on the back
3. My third category will receive a 5x7 photographic card with one image and very abbreviated copy. This version is one-sided.

All of these cards will be mailed in envelopes and will include a special enclosure to make it fun. Please feel free to reply here or send an email to info@amandafaucettphotography.com with any feedback...thanks!

[Photogdude]

don't put the price

[pbyd]

I would not put a price, but then I do not put prices on my web site.
Wayne
Photography by Design

[reader0428]

I went with no price. Thanks for the comments.