How to send mass mailings that get not only noticed but opened and read
How To Send Mass Mailings That Get Not Only Noticed, But Opened & Read!
By Cindy Saxman Spivack
I was recently asked by a client to review a series of 7 postcards that were mailed as a marketing sequence to property owners who may want to sell their building. It was a total flop and my client had no clue why.
After I spent considerable time with many top marketing guru's discussing what went wrong, I discovered there are 7 key elements that should be included in every marketing piece. They are:
HEADLINE
Yes, you read correctly, your marketing piece needs a headline. Not just any old headline but a headline that suggests a solution to a problem.
You want a big, bold, exciting promise! Put this headline in big, bold print at the top of your piece. If the reader resonates with your headline, he/she will keep reading.
TESTIMONIALS
Testimonials are generally always missing from commercial real estate marketing pieces and yet it is so easy to include them. Go get 2-3 testimonials today!
For example if you are trying to lease an office building, go get a handful of the happiest tenants to give you a raving testimonial pertaining to the benefits they have experienced as a tenant in the building.
Be sure they give you permission to use them in print and don't forget to include their full name.
BENEFITS
This is probably the hardest thing to put in print. All your prospect really cares about is: "what's in it for me?" Most agents/brokers only list property features; this is far less valuable then identifying and listing benefit.
Put the benefits to your reader in a bullet format, it's easier to read and remember this way.
UPS
Unique Selling Proposition; or, Why should I choose you vs. any other option available to me? Ask yourself: What's unique about me? Why hire me?
Do you have a better track record? Do you produce results faster then your competition? Are you an attorney by education and thus can better understand the mumbo jumbo of leases and contracts more easily?
Figure it out and then find a way to put it in language it so it resonates with the reader.
STYLE
Don't be afraid to put emotion into your piece. Write your piece as if you are having a conversation with a friend. Don't make the mistake of being too stiff or formal; this is usually just plain boring-reading must be fun.
OFFER OR CALL TO ACTION
The biggest mistake most make is no deadline date to respond by. How can you possibly expect an immediate response unless you tell them if they don't they will lose the opportunity.
Or, another way to handle this is to make an offer with a drop- dead date. Express a fear of loss if they don't act quickly.
GUARANTEE
I can hear you now - "how in the heck do I do this?" One example a client of mine uses is: "If a tenant I put in your property (and get paid a commission for doing so) leaves within the first 12 months, I will replace the tenant and no additional fee will be due."
Get creative with this step but don't neglect to include it.
So the next time you develop a marketing piece for your business, go through this 7-point checklist and you'll greatly increase your chances for success.
Also, an added bonus for learning how to do this is when you have a prospect and you let them know that not only do you have a unique 7-step marketing campaign but you also have a 7-step process each marketing strategy in your campaign goes through; do you think you'll stand out? You better bet your bottom dollar you will.
Oh, I don't want to forget to let you know how to get your piece noticed to begin with, after all you have to get it past the gatekeeper. Remember step #1 - the headline? The one where you are suggesting a solution to their problem? Just stick the headline on the front of the envelope and it will get noticed all right. Or, in the case of an email - in the subject line. A postcard - in big bold letters on the front. A voice mail - state the headline as a verbal message.
The gatekeeper won't want to be responsible for neglecting to allow her boss to have a solution to a problem, would she? Your piece will get noticed if you follow this 7-step strategy.
Have fun with this, it works!
Cindy Saxman Spivack, Founder and President of Business Coaching Gym, Inc. and Commercial hReal Estate Success, teaches Commercial Real Estate Professionals 7 Key Strategies for building an enormously successful commercial real estate business in 12 monts or less. For free how-to-articles and powerful lead generation and time management tips go to Cindy's website at www.commercialREsuccess.com or email her at cindy@businesscoachinggym.com
Article Source: http://EzineArticles.com/?expert=Cindy_Saxman_Spivack
http://EzineArticles.com/?How-To-Send-Mass-Mailings-That-Get-Not-Only-Noticed,-But-Opened-and-Read!&id=882402
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