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Direct Mail prospecting, what do you cover in your letters?

by cagwatson
5 replies
Hi Warriors,

I'm about to embark on a direct mailing campaign to a number of businesses and just looking for some creative ideas/input into how I should position my letters to really capture the customers attention, and hopefully get my foot in the door.

The consultations I'll be offering will be of course be free and id be covering off the range of services (SEO, Social Media, Email/List management, Design & hopefully mobile marketing) during this consultation, however I'm not sure that the free consultation on its own will be enough to get them to bite J

Many Thanks
#cover #direct #letters #mail #prospecting
  • Profile picture of the author Amir Luis
    Cover what's in it for them...

    What do they get...

    Focus on benefits....

    Have a strong attention getting Tagline that makes them think. Doesn't give away the store in the tagline.

    Multiple calls to action....
    Benefits....
    An offer....
    An airtight guarantee....
    And Contact information...
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  • Profile picture of the author Dexx
    Be Unique. Nothing unique about a free consultation...most "sales people" are pitching that these days...your letter will be on the inside of a garbage can pretty fast if you can give them a reason to think you can truly help them.

    Think results in advance + crediblity.

    Cheers,

    ~Dexx
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  • Profile picture of the author Headfirst
    Couple things here for you. Direct mail, client referrals and BNI are how I get all of my business. You're making a smart move going into mailing.

    First and foremost. Plan on a sequence. First notice, second notice, final notice. You should use that same sequence.

    First letter, introduce your offer.
    Second letter, remind them that the free whatever is waiting.
    Third notice, due to the great response you've received, the free whatever is only available for the next week.

    Next - Use stamps, not meters.

    Finally, don't give up. If you dont get the response you want, change the offer or change the list.
    Good luck!
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    Golf Outing Sponsor Signs, Banners and Flags||Plymouth, MI Marketing || Plymouth Dentist
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    • Profile picture of the author roypreece
      Originally Posted by Headfirst View Post


      First and foremost. Plan on a sequence. First notice, second notice, final notice. You should use that same sequence.

      First letter, introduce your offer.
      Second letter, remind them that the free whatever is waiting.
      Third notice, due to the great response you've received, the free whatever is only available for the next week.
      Agree with this, but I'd make the first letter a postcard, with the main benefit big and bright.

      That way EVERYBODY you mail gets to see your main benefit, even if they throw the postcard in the bin.

      Letters are often thrown away unopened, which means that many of the people you mail never see your main benefit.
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  • Profile picture of the author Doran Peck
    Alternative to a letter would be a tri-folded self mailer ( don't staple it shut (not allowed), use a wafer seal, or sticker)

    This will get opened more than a letter, and gives you ample space for bigger graphics...say, if you were to place a screen shot of their webpage.
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