Grab your copy of the report at the bottom of this post.
Several years ago I wrote a letter on behalf of a client to 40 of the largest counties in one of the largest sates in the United States. The letter was sent to County Supervisors, the highest elected official in county government. The same techniques used in this letter were used to gain access to senior executives in F1000 offices across the country – same product, same approach, and same incredible result.
Before mailing the letter on behalf of my client, I showed it to a couple professional copywriters. No one thought this letter would perform anywhere near as well as it did – especially in its target market. This letter breaks a lot of copywriting rules and conventional wisdom, yet it performed exceptionally well. The letter resulted in 75% of the addressees taking action to agree to a sales meeting.
As you’ll soon discover, this letter’s performance is no surprise.
This letter is proof of how effective direct mail can be in a complex sales lead generation and sales campaign. I’ll show you exactly how it was done successfully with a single page letter and a first class stamp.
The letter I’ll show you was written in support of a simple client task: As fast as possible, get as many face-to-face meetings you can with County Supervisors or executives (Chief Administrative Officer or County Counsel – the most senior non-elected officials in county government).
In a 57-page report, I’ll share with you the letter’s success. Better, I will breakdown the letter paragraph by paragraph and message by message. Each step of the way I’ll share with you how and why decisions were made in identifying the addressee and shaping each word of the letter. Better still, I’ll show you how this letter fits within a real-life lead generation and sales campaign.
The letter had a 75% success rate on its call to action! Try to beat that control.
Thirty of the 40 prospective accounts agreed to face-to-face meetings.
More amazing is the total sales activity in the time between the delivery of the letter to the face-to-face meetings were one phone call to each addressee! We sent the letter as it’s shown in this report and called the addressee’s office five business days after mailing. Our only questions on the call were: 1) had you received the letter and 2) will you take our meeting. We refused to engage further than that.
Here’s an even more impressive statistic
Seven of the 30 counties that took the meeting called us to schedule it! They called us before the five business days had passed and we had the opportunity to call them. That’s a little over 23% of the positive respondents taking action before we did! By all measurements that’s an incredible response.
In case you’re wondering, the envelope and letter we sent had no teaser copy to increase open rates. As it’s presented in this report, the letter was the only thing sent, there were no other offers. And there were no use of tricks, gimmicks, or misleading statements whatsoever. I did not even use a Johnson Box on the letter. And the letter didn’t have any bold, highlighted, sub-titled, or bulleted text to boost its read ratio.
We printed the letters and envelopes in our office. This kept costs low and allowed us to manage the flow of letters being mailed.
And yes, we closed new and repeat business with this campaign. The ROI was incredible!
This same basic letter was later sent to the 20 largest school districts in the US, targeting school board members. The results were even greater. And a twist on this letter was sent to hundreds of F1000 companies, with comparable results.
Something important to mention is the company whose name this letter was sent from is not a big company. It has a handful of employees and was unknown to each of the addressees before they received the letter. In each case, this letter was the first correspondence sent from this company to the addressee and their organization. At the time of this campaign, this company had no advertising, tradeshow, or other outbound marketing or advertising activities. They were completely unknown to their prospects before this letter.
Each paragraph and message in the letter is intentional, intended to provoke a response or address a pressure point and concern of the reader.
The letter is technically imperfect, but it works because it’s spot-on the addressee’s interest and concern and aligned to the sales and decision making process needed to favor our offer and shorten our sales cycle. In other words, this letter works because we understood our prospect and mapped the decision making process and influences ahead of time, before a single word was written.
We did a heck of a lot of homework before we did anything else.
The fundamental secret to the letter itself is it’s all about the reader, not the writer. The writer – the company sending the letter – isn’t important at all.
Why this is important to you
The letter I’ll show you is important to you because it’s proof direct mail is an effective tool to introduce your company to new prospective customers. You don’t have to be well known or have an unlimited marketing and sales budget to reach decision makers.
You can reach more prospective customers, create more sales-ready leads, and open more qualified sales opportunities using direct mail as a tactic to introduce your company to a target audience.
Also, this is important to you because the principles I used the letter above as principles you can learn and use in your own business.
Here’s what I’ve done
I took every single though put into that one page letter and captured it in a 57 page report teaching you exactly what I did to make that letter so successful. In this report, I not only tell you what I did, but more importantly, I tell you why.
- Introduction — page 3
- What’s Wrong With This Letter? — page5
- The Answer to What’s Wrong With the Letter — page8
- Homework, Before the First Word Was Written — page 11
- The Workhorse of the Letter, the Opening Paragraph — page 15
- More Pressure and Positioning, the Last Paragraph — page 18
- The Letter on Benefits, Difference and Reason to Believe — page 20
- The Letter and Gatekeepers — page 24
- Sales Letters Sent to the Small Business CEO — page 25
- Closing Thoughts on the Letter — page 30
- New Questions and Answers for the 2nd Edition — page 33
- Why use direct mail? What about other lead generation tactics and activities? — page 33
- Why did you only ask for a 30 minute meeting? — page 40
- What can you do to increase open and read rates? — page 41
- What about dimensional mail? Does it work? What are the risks? — page 45
- Should you call the addressee before or after the direct mail piece is read? Why? — page 47
- What is the best length of a lead generation and sales letter? — page 48
- Can direct mail be combined with other lead generation tactics? — page 50
- Should you test direct mail campaigns? — page 50
- How large should mailings be? — page 53
- Closing Thoughts on Direct Mail — page 55
- What You Should Do Next — page 56
- About B2B Rainmaker — page 57
Here’s the best part
I used to sell this report for $19. Today, I’ve decided to give it away.