Opening Doors with Direct Mail
When using direct mail to contact current or potential customers, get their attention immediately with some sort of grabber: “Would you like to save $10,000 on your next home loan?” Put your grabber on the outside of the envelope or at the top of the page. Make them want to read your pitch. Don’t just send out a form letter; personalize each one as much as you can. If possible, hand-address each envelope.
Your readers don’t care so much about your loan products as what’s in it for them (saving time, money, etc.). Therefore always emphasize the benefits you can provide, not just the products you have. Highlight words such as “save,” “free” and “special offer” to pique your readers’ interest. Catch their eye by repeating your message in a postscript at the bottom of the page, just in case they only skim the letter.
Remember, your goal is to open doors and generate a response. Make your pitch in a brief, clear, concise and personable tone. Get right to the point and limit your letter to one page. Finally, provide potential leads with a call to action. Ask them to reply, and make it very easy for them to do so. List your toll-free telephone number, your fax number and email address. Include a postage-paid return postcard. Remind them time is limited on your offer, so they should respond right away.
|
Linear Mode
