The case against direct mail…

Here’s another post from a forum I contribute to. I’m getting more and more questions about this stuff, so I thought I’d share with you the question and the answer i gave.

On the forum that this came from the previous posts were saying how much they love postcards, and that letters get tossed before they even get a chance to get opened. Thats what some of my comments below reference.

Here you go…

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Hey Beachbroker,

i must say that your website is interesting and obviously you guys are trying to sell your services. But would you be willing to throw a bone to a forum member? Below is a post that i made recently (with no replies) on a DM thread. What I would add to you is that I respect your opinion on the letters - but any letter that isn’t obviously pertinent goes straight to the shredder at my house. I was thinking of doing a DM campaign with a large, heavy stock piece (maybe folded to keep post down) that is eye catching enough to make an impression in those precious seconds from the mailbox to the trash can or shredder. What are some call to action lines or headlines that you have used successfully? What kinds of stock photos - shocking pics or warm fuzzy’s? would you do a joint health and life campaign? I know that you guys are running a business but i thought i’d ask.

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My reply:

Marc, no problem on the question.

I’ve had a lot of experience in this area.
Blanket statements like “Postcards are best” is not the best advice in the world .

Of course it takes testing. For some offers postcards may prove betters, some times self mailers, and some times letters.

I’ve had much more success with self mailers than postcards, and I mailed to the exact same list multiple times. What does that tell me?

Hmmm, not hard.

I can assure you that most people never use letters the way I’ve described, and so they can’t say whether they are effective or not, can they?

There’s a couple of ways to get your mail opened. There is a long line of data and statistics pointing to letters as a better way to get response than postcards, but for your question specifically, I’ll address that.

What is your target’s biggest PROBLEM when it comes to what you offer. Is it too expensive? Too complicated? Scary? Confusing, Frustrating?

After you have identified what you most often hear in terms of a problem, (from your clients) then turn that into a headline.

I’ll use price because that tends to be a popular way that we agents sell ourselves.

“How A Legal IRS Loophole Allows Angelina Jolie To Save 27% on Her Health Insurance Premiums…And You Can Too!” OPEN TO LEARN MORE…

Then I would go into how the IRS allows business owners to write off 100% of their health and dental insurance premiums.

Why Angelina Jolie? 2 REALLY good reasons. (She’s a business owner of some type so that’s the tie in.)

1. She’s a hot superstar and you can put her picture in there to capture attention.

2. She is in a movie right now that is doing a ton of marketing, and you’ll be able to leverage their marketing to enhance yours.

Now you will show them how they can set up a company that will only cost them $12 per year to maintain and it will save them hundreds, even thousands in taxes over the course of the year, or several years. (of course hypothetical, but you get the idea.)

Another example headline would be “How Savvy Americans (use your specific city for a better effect) Are Beating The Skyrocketing health insurance Costs.” Open to learn more…

Also, have you downloaded the 100 Power Headlines and 32 Great Headline Templates from our video site? Insurance Marketing Mavericks

If not, it will be a great help to you, watch the video on Copywriting for maximum lead attraction or (maximum response), put in your email address and go download the tools.

Don’t worry, I’m not going to spam you. But I am giving a lot of value, and I need an email address to update people on the new content we put up. (For those who are offended…don’t do it.)

Hope that helps,

Beach Broker