By Julie Escobar
For more than twenty years the folks at ProspectsPLUS! has been producing the kind of direct mail, and direct response mail tools that have helped agents grow their businesses — without breaking the bank. Throughout all this time, it’s safe to assume, we’ve LEARNED a few things along the way! While we work hard to ensure that all the direct response postcards, flyers, listing domination tools, and brochures that we produce have all the elements we are about to explore below, many agents still love to create their own marketing pieces, and we totally support them in that effort with our Upload Your Own functionality. So for all of you who are feeling creative and putting together marketing materials to reach your sphere and farm – here are 10 direct mail BEST practices to keep in mind.
This checklist is designed to quickly guide you through the process of creating a highly responsive marketing tool based on 10 Critical Best Practices of Direct Mail Marketing shared by the Direct Marketing Association. Let’s take a look…
1. Headline: What are the three main benefits the customer will experience if they buy your product or service? Remember a benefit is what’s important or what’s in it for the customer.
2. Who Are You: Tell the prospect the reason(s) why they should be interested in your product or service (Why should they read the postcard?)
3. Why Should The Prospect Believe You: What type of credibility or experience do you have with the product or service? (Number of years, number of sales, largest, biggest, most experience, etc.)
4. Competitive Advantages: What is your Unique Selling Proposition (USP)? How are you different from your competitors? We call them differentiators.
5. References or Testimonials: The more external social proof you have, the more credible you become.
6. Big Promise: What irresistible claims can you make about your product or service? Example: “Your friends will swear you installed a new lawn after we fertilize it.”
7. Create Drama: “Before and After” Pictures, or pictures of you and your happy clients. Remember response is based on emotion. What happy feelings will they feel after they bought your product or service?
8. Guarantees: In today’s consumer world, nothing is worse than empty promises. What promises and/or iron clad guarantees can you make? Money Back? …Or it’s FREE? You only pay if you’re pleased? Make is strong!
9. Offers: These should be simply irresistible. High value to the prospect and if possible low cost to you. FREE always grabs the highest response. A card without an offer is simply an information piece.
10: Deadline: In most cases, if you don’t have a deadline or expiration, your offer is not complete. The customer will delay response because a sense of urgency of “Fear of Loss” is not present. What is your deadline?
We hope these guidelines help to give you the results you are looking for from your marketing. Remember we are here if you need us when you’re ready to reach out to your sphere and farm. Call us at 866.405.3638 today!