Archive for January, 2006

You’ve made the sale! Your letter did the job of getting the prospect’s attention and motivating them to take the next step. Now, you need a clear and strong Call To Action, with as many options as possible.

Frequently, letter writers leave the reader unsure what they should be doing next to get more information or to open an account. The ideal spot for the Call To Action is in the last paragraph of the letter – after you have successfully convinced the reader of all the consumer benefits.

Two common mistakes most companies make in writing their own direct mail letters center on what they choose to emphasize. Usually it involves the company name and the featuresof the product.

The first error is normally the mentioning—and over- mentioning—of the company name in the letter. Coupled with this is the over-mentioning of the product name that has been developed for a normally generic product like an equity line of credit.

They are colorful, easier to design, and less expensive. But when are the right times for financial institutions to use postcards in marketing?

In designing a direct marketing program, one of the first considerations is the choice of the mailing package. It could be anything from a 3-D item in a box to a traditional letter in an envelope, a four-color self-mailer, or a simple postcard.

Here are some of the key factors to consider in making that decision:

Many writers have successfully used long letters to make the sale. These are effective when the reader is really interested in the subject and will take the time to wade through long copy.

But bank direct mail usually doesn’t have that luxury. Our readers are usually busy people and the products we are selling are seemingly of modest interest. So the letter length should fit their desires — or it won’t get read.

A frequent conversation I have with clients regarding letter writing is the value of “sticking an important copy point down at the bottom of the letter in the P.S.”  But this is valuable real estate.

Sooner or later, all companies will start using email to communicate both administrative and marketing messages to their customers. The messages should be part of a multi-channel communications plan that includes traditional direct mail, branch signage (where appropriate), and other media.