How do you create a direct mail advertising campaign that gets
results?
The following tips on creating a direct mail advertising
campaign have been street-tested and will bring you huge returns
in a short period of time.
In Fact, these tips enabled me to generate over $47,000 in
mortgage commissions in less than 30 days! Keep reading and I
will share 3 key elements to creating an effective direct mail
advertising campaign:
Key Element #1: The prospect list - Mail to a targeted list of
prospects
Here are a couple of ways to find targeted prospect mailing
lists in your niche:
Look in your industry trade publications. I found great list
providers for my direct mail advertising campaigns in the back
of Mortgage Originator Magazine - A popular mortgage industry
publication.
Or, search Google.com for: your industry + "mailing lists." For
example, I am a mortgage lender so my search would be: mortgage
+ "mailing lists" in Google.com.
By the way, when purchasing a prospect list for your direct mail
advertising, be sure to get some kind of personal information
about your prospect to use in your campaign.
Here is an example of personal information I use in my direct
mail advertising campaigns:
* The prospect's current mortgage company
* The prospect's original loan amount
Key Element #2: The Envelope - How to get your letter opened
The envelope must entice your prospects into opening and reading
the enclosed letter.
Here are some ideas for getting your envelope opened:
1. Insert a personalized "RE:" line above your prospect's name
in a window envelope.
I found that the original lender's name works well in my
campaigns:
RE: ABC Mortgage
John Doe
123 N Main St.
City, State Zip
---Bar Code---
2. Use this text with your return address in the upper left
corner of the envelope:
Administrative Office
1234 South Broadway Pkwy.
City, State Zip
Confidential Information
Personal and Confidential
Key Element #3: The direct mail advertising mail piece - Get
your desired result
The purpose of your direct mail advertising mail piece is to get
your prospect to take a desired action. For me, that action is
picking up the phone and calling me for a loan.
Here are some tips to help you get your desired result from your
direct mail advertising mail piece:
1. Personalize the mail piece
If possible disclose small pieces of personal information about
your prospect to get their attention and build rapport.
Here are some examples of personalized text I use in my direct
mail advertising campaigns:
"Based on your original loan with ABC Mortgage in the amount of
$250,000 your new payment would be $924.05."
"Based on our calculations, this loan program may save you
$32,841 in interest charges over the next 5 years and $197,046
over the life of your mortgage!"
2. Include a few "bio lines" under your signature. Tell them a
little bit about who you are.
Here are the "bio lines" I use:
To your financial success,
My Signature
Hartley W. Pinn, Jr
Senior Mortgage Planner
10 Years Mortgage Experience
Licensed Financial Planner
Married with 3 children
3. Offer a Unique Selling Proposition (USP) in your mail piece
If you don't currently have a unique selling proposition for
your direct mail advertising campaign - Find one. What makes you
different from your competitors? What makes you better? Why
should a prospect use you over a competitor? Answer these
questions and you will have your unique selling proposition.
Here are some sample USP lines that work well in my direct mail
advertising campaigns:
"No House Payment Until April 2006! Imagine what you could do
by skipping your February and March house payments."
"Additionally, we specialize in loan programs with No Points. We
can pay this customary closing cost because we are paid directly
from the new lender."
4. The call to action
Ask them to take your desired action:
"Call now and ask for me personally so we can discuss your
individual needs and goals."
"Be sure to visit
www.YourWebsite.com to view this Free Video:
"How to Get Paid For Refinancing." Discover how to use your
mortgage loan as a tool to secure your financial future. It's
the most informative site on the web!"
Well, that's it! I wish you all the best with your next direct
mail advertising campaign. The only thing left for you to decide
is how much money you would like to make over the next 30 days?
Mail more letters and you will generate more sales!
To download a complementary direct mail advertising letter that
has produced more than $2,500,000 in mortgage commissions over
the last 12 months visit:
http://www.Mortgage-Leads-Generator.com/a/refiletter.htm Please feel free to reprint this article as long as the resource
box is left intact and all links are hyperlinked.
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