7:24 PM
Lanee' Blunt
Consultants shy away from
using marketing letters because they don’t understand how it can work for their
particular business.
By Lanee' Blunt
Marketing letters
are effective in getting sales leads and can help you market your service with
direct mail. Most consultants that use direct mail write a letter that is too
technical, and that speaks over their prospects head. Direct mail is not just for
large corporations, if it is written correctly, it will be to your advantage to
use. It will help you get more prospects. Actually the sales letter is ideal
for the consultant because it can completely give the benefits of using your service.
Test
A great benefit of using a
sales letter is that it can be tested to see how well it will do. Before you
invest your time and your money in a direct mail program you should test your
sales letter. You have to know if the
letter will pull a response. You can use
a small sample of one hundred letters, mail them and test your response. If the letter is not strong enough and you
receive no response then you must revise your letter.
Inexpensive
It depends on how many
letters you are planning to send, and where you plan to get your mailing list
from. If you are not planning to purchase a mailing list or rent one you can mail
a package for only the cost of envelopes, paper, and postage.
Low Competition
Your competition may be low
and you may be the only consultant that is sending sales letter. Make your letter strong.
Effective
They are good at keeping
your name in front of prospects so when they are ready to buy they might call
your company. They are effective in
helping to keep in touch with former customers.
You can obtain better qualified leads and when someone sends you a reply
form back they will be expecting you to call them.
Response Rate
You can determine the result
of your direct mail after you send out the package. According to C.A. Nolan and R.F. Warmke’s
book, Marketing Sales Promotion and
Advertising, “Large business organizations make every attempt to
predetermine the market before a sales letter campaign is started.” After you
have tested the sample your response rate should be the same every time you
send the direct mail. Lead generating direct get results. Each time you send it
out you can expect the package to pull in the same amount of leads.
Reference:
Posted in: Direct mail
