cash Flow
A How-to Guide for
Direct Mail Marketing
Direct mail, used by the most successful cash flow consultants and
note brokers, can be extremely lucrative as a marketing tactic. you
simply have to avoid the common mistakes that can lead to waste.
Direct mail has two major drawbacks: effective as a campaign with repeat
up your offer and
It can be expensive and difficult to carry mailings. When you mail often, you’ll
provoke a response. Plus, postscripts
out without misstep. However, if a direct get much better results.
are a frequently read part of any letter.
mail marketing campaign is implemented
Insert. A brochure or flier is designed
correctly, it can be very lucrative.
The components
to reinforce the sales letter and set an
To succeed, you simply have to
Direct mail pieces vary from simple
image for your company and the product
know where the pitfalls might be,
postcards to fat envelopes stuffed with
or service you want to sell. This flier
do your homework, and be persistent.
full-color fliers. Your approach might
or brochure might be printed in one
include one or several of the following:
or more colors.
general guidelines Sales letter. Your sales letter must
Business reply card. A postage-paid
Your approach to direct mail must be grab the customer’s attention. It might
business reply card (BRC) enables the
both creative and professional. Your letters be personalized with your customer’s
customer to reply to the mailing easily.
should be well-written and edited. Spelling name, or it could be a form letter. At
You can use a BRC to collect a few pieces
mistakes or grammatical errors will make the very least, the letter should include
of information, which you can use
you look amateurish. your company logo, name, address,
to solidify your relationship with the
In addition, you’ll want to handle and phone number.
customer when you contact him.
response to your mail campaign in a Form letters are more cost-effective,
Mailing list companies. You might
professional manner. It’s foolish to mail but you need to make the body of the
consider contacting one of the following
1,000 postcards to people who will likely letter as personalized as possible. If you’re
companies, which compile lists of note
hear a busy signal when they respond mailing in one small town, for example,
holders. Experian (experiandataselect.
with a phone call. A typical response talk about a recent event or well-known
com) has a list of privately held mortgages
rate is 1 percent to 3 percent. So either news story. The reader will feel you’re
in several different states you can get for
upgrade your phone service or mail out speaking to him directly.
around 12 cents – 25 cents each. You can
only enough pieces to generate the level Grab the reader’s attention in the first
add on details such as phone numbers and
of response you can handle. sentence. If not, your customers will likely
mortgage amounts for a few more pennies.
You may also want to take a course toss your letter in the garbage. Focus on
DataQuick (dataquick.com) features a
on creating direct mail, read books on the benefits of working with your com-
product called ProspectFinder, which you
copywriting, and investigate the rules pany. Highlight key phrases that stress
can use to acquire a list of seller carrybacks.
and regulations of the U.S. Postal Service. benefits to keep the reader interested.
Fidelity National Information Services
These skills are necessary if you want to Compel your reader to react. Your
(fidelityinfoservices.com) is another
use direct mail successfully. customers need to feel as if they
option. Check your local Yellow Pages
Finally, you must make a long-term should act quickly or they will lose
and the Internet for other companies
commitment to follow through on your the benefit of working with you.
that might have similar lists.
campaign. Sending out one brilliant letter, Add a postscript to the bottom of
even with gifts included, will not be as your letter; it’s your last chance to sum
Direct mail do’s & don’ts
According to direct mail marketing
experts, “carefully targeting the prospect
sending out one brilliant letter, even with gifTs included, is the single most important factor
in direct mail.” Following are some
will noT be as effective as a campaign with RePeat
suggestions for an effective direct
mailings. when you mail ofTen, you’ll get much better results.
mail marketing campaign.
Make a compelling offer. In direct
48 I July 08 I Growing Wealth I growingwealthmag.com
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