When was the last time you received a sales pitch in the mail that asked for your opinion or expertise, or directly addressed what's important to you?
Most snail mail marketing focuses on what's important to the person/organization sending them to you.
Snail-mail marketing is an often-overlooked, but very powerful tool that can help you grow your business or organization… particularly now that e- communication has become the norm and fewer people are using traditional mail for marketing purposes. For that reason alone, snail-mail, even for marketing purposes, can stand out and get your client or potential client's attention.
Most businesses and organizations use standard form-letters, brochures, fact sheets, etc, for marketing purposes. But, when we consider that our clients and customers (and potential ones) want to know that we understand and respect what is important to them, it's important that our follow-up marketing efforts tell them that we're listening.
MAKE YOUR MARKETING LETTER STAND OUT
Use the first half of your follow-up snail-mail letter to ask for their professional opinion or advice on something related to their business or organization. Put some thought into the questions… something that requires more than a yes or no answer. Ask several of them, then state that you’re confident your prospect or someone in the organization can answer those questions for you.
This tells your prospect you were listening to him or her, and that you have a genuine interest in helping them. It also draws them into your letter.
Use the second half of your letter to point out how your business or organization can help them achieve their goals and objectives and be sure to use their name or the name of the business or organization several times. This type of personal touch does not go unnoticed and will go a long way toward making your prospect much more receptive to using your product or service.
Finally, put one of those questions from the first part of your letter on the envelope, just below your prospect’s name and address. Use their name at the beginning of the question, which will engage them before they even open the envelope and reduce the risk of it going in the trash before it ever gets opened
BROCHURES, FLYERS, AND FACT-SHEETS
Desktop publishing now makes it possible to tailor these individually. Use a master template with text, images, etc., then partially rewrite it to directly address your prospect. Be sure to change the images to reflect the industry/product/service of your prospect as well.
THE BOTTOM LINE
This type of effective snail-mail marketing is time consuming. Clearly, it may not be possible to use it for cold-call marketing efforts fi your business or organization does a lot of that. However, if you’ve qualified your prospect, listened to him or her, identified their needs and priorities and how you can help them, the extra effort and time you invest in personalizing a snail-mail letter will greatly increase your bottom line.