Examples & Critiques

Here some examples of actual letters mailed to prospects. There are good points and many things the mailers could have done to make the piece more effective. Just click below to view the article in PDF format.

HELOC Letter Critique
Published in ABA Bank Marketing Jan / Feb 2006
Wells Fargo uses the fear of rising rates to introduce a new equity product that combines a fixed rate “draw period” with a traditional equity line. Here are my comments about the letter.
Click here to view the full Critique in a PDF

A Mortgage Finance Offer
Published in ABA Bank Marketing September 2005
This piece from Bedford Home Loans, selling mortgage refinance, illustrates some key “do’s” and “don’ts” about financial direct mail efforts. Here are my comments about the letter.
Click here to view the full Critique in a PDF

The Outer Envelope
Published in ABA Bank Marketing February 2005
A look at the outer envelopes used by three different financial institutions to sell mortgages. Here are my comments.
Click here to view the full Critique in a PDF

A Business Checking Pitch
Published in ABA Bank Marketing Jul / Aug 2004
An evaluation of a letter from Wachovia selling the bank’s business checking account to business prospects. Here are my comments about the letter.
Click here to view the full Critique in a PDF