We’ve been speaking the last few weeks on Direct Mail. This post I’d like to spend some time on the real reason you send out direct mail…
You don’t send direct mail to get it opened (though that is helpful). You don’t even send it to get read (though that too is necessary). You send it to get a response. So how can we increase the probability of response?
The cardinal rule for getting response is making it as easy as possible for them to do what you want them to do. If you want them to send for a free report, give them some different ways to order the free report:
- 24 hour 800 number (800 numbers almost always out pull local numbers)
- A tear off card to mail back for the information
- Better yet a pre-paid postage tear off to get it back to you
- A website to download it at
Really any way that you can think of to respond, give it to them as an option.
Another thing to keep in mind is to make sure that you give clear instructions on what they should do. For example, if you want them to call the office, tell them who they should talk to and what they should ask for. You want to lower the anxiety level as much as possible to encourage response.
But as important as all the above is, your offer and how it is delivered is the topmost reason you are or are not going to get a response.
You have to make sure your message is as emotional as it is logical. You have to appeal to their desires; love, greed, fear, guilt etc. You must also make them feel that you are talking to them and only them. There are basically two ways that you can achieve that feel of one-to-one communication.
First and foremost is the handwritten note. A handwritten note inherently has the feel of one-to-one communication. It is the most intimate type of communication, even ranking higher than most conversations.
Secondly, you should be specific in describing the type of person that would most benefit from your offer. Target your message to a target audience. If you are selling life settlements, try:
“You have something we want and we’ll pay you more than you will believe. If you have a life insurance policy that you no longer need. You could get 3 to 5 times what you think it is worth.”
Handwritten note:
Mary and Jim, If you have life insurance you don’t want or aren’t using, don’t cancel it…call me instead , I’ll get you a quote on what it’s worth. I think you’ll be pleased! XXX-XXXX
There is no doubt in my mind that if you implement the points I’ve made in the last few months on direct mail you could double your business in just two months.
