Increase the Response from Your Letters and Direct Mail Pieces
What is lacking most in today’s marketing? A personal touch.
If your products and/or services provide value to businesses, read this article.
We can spend many hours implementing costly mass marketing strategies that have a low conversion rate. These types of campaigns rarely catch the eye of decision makers within small businesses and large corporations.
At the heart every successful sales operation are people. This is because people do business with people.
If you want to unlock another door on the journey to realizing your growth potential, I suggest you develop and implement a targeted personalized direct mail campaign focused on the few rather than the many.
You can open previously locked doors by reaching out to key people in businesses with personalized letters.
Take a moment to examine your existing client base. I am positive you will be able to identify a group of client’s that would greatly appreciate a personalized “Thank you for your business” letter. If you apply our strategy of making every communication actionable, you will find a way to softly introduce an additional product and/or service that will provide them value within your letter as well.
Our strategy is simple:
- Handwritten addresses on envelopes. There are plenty of hungry college students with beautiful handwriting. Put an ad on the local college job board or craigslist.com and you will most likely receive several quality applicants.
- Slightly crooked stamps. This further establishes that you are sending a personalize communication.
- Tri-fold your letter and insert it so the beginning of the letter is at the top of the backside of the envelope.
- Sign each letter yourself. Where applicable, write a note to the client or prospect across the top of the letter.
The secret sauce is the seal! Almost every civilization in history has used seals to authenticate documents. Why did we stop? One major reason is advancements in technology, more specifically an invention called “email.”
Businesses around the world have greatly reduced, and in some cases eliminated their snail mail marketing budget. Opting instead to push email marketing and pursue other online marketing strategies like the somewhat magical and often elusive art of “Social Media Marketing.”
I never have been one to follow the crowd. This is because by doing so you reduce your chance of getting spotted. [Relationships are not built in crowded subway stations, even though connections may be made.]
If you want to take your business to the next level, schedule an entire day with your sales team to examine your existing client base. Your goal will be to write a detailed description of your ideal customer. Then, look at your current sales funnel and reach out to the prospects that fit the description with a personalized letter. You should also write and mail a letter to ideal customers that have yet to enter your sales funnel. This process should then be systematized, automated, and refined.
I realize I am being fairly vague. It is difficult to be specific when talking in general terms. My goal is to plant the seed. It is up to you to germinate the idea and provide fertile soil for it to grow.
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