Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association
Using direct mail to promote
consulting and professional services
by Robert W. Bly
For consultants, attorneys, accountants,
advertising agencies, public relation firms,
and other organizations and individuals offering professional services, direct mail
can be an effective means of generating a controlled quantity of highly qualified leads
quickly and at low cost. However, the majority of consultants are unsuccessful with
direct mail - largely because they do not understand how it works or how to use it.
Following are some suggestions on how to successfully use direct mail to generate
new business for consulting or professional services:
1. DEVELOP A PRIMARY OFFER.
The main reason direct mail for consulting services fails is the lack of a specific offer.
Lamely ending a letter with "Looking forward
to working with you" or "I will call in a week
or two" is certain to depress response to almost zero. If you tell people you will call them,
they then have no incentive to call you first.
Far better is to identify the next step in the sales process and then tell the reader to take it.
Most consultants want the mailing to result
in an initial meeting with the prospective client.
Therefore, the letter might offer a "free, no-obligation initial consultation."
Being more specific about the nature of this
exploratory session and attaching a benefit to
it will increase response. For example: "We will analyze your current insurance coverage
at no cost and make suggestions that will reduce your annual premiums by 10 percent -
2. DEVELOP A SECONDARY OFFER.
The primary offer will attract those
prospects who are most eager to do business today or
in the near future.
However, this represents only a small
fraction of the potential market. Therefore, a
secondary offer is needed to attract those prospects who are not ready to meet right now
but may have a need in three or six or 12 months.
This secondary offer is usually a free
booklet, special report, brochure, fact sheet or other
printed information the reader can send for by calling or mailing back a postpaid business
reply card. I usually stress the primary offer in the body copy of my letter and the secondary
offer in the P.S. For example: "P.S. To receive a free report explaining our four-step Market
Planning Process, complete and mail the reply card today."
Typically, from 50 percent to 90 percent of
those who respond request the free information
(secondary offer) rather than a face-to-face meeting (primary offer). Calling those who
request the free booklet only and "selling" them on the benefits of a free consultation will
reveal that 10 percent to 25 percent of the booklet requesters have genuine interest and
can be talked into a meeting.
3. ENCOURAGE BOTH PHONE AND MAIL RESPONSE.
Always include a business reply card in
mailings; its absence can depress response to
almost zero. Some consultants feel that using a business replay card in a personalized
mailing aimed at executive prospects is somehow unprofessional. This is nonsense.
Stress that the reader can respond either by
mailing the reply card of calling. To encourage
telephone response, mention the phone number in the letter copy, even if it appears on the
letterhead. Omitting either one of these two basic response options (mail or telephone), will
4. ESTABLISH CREDIBILITY.
Prospects want to deal with consultants who
are experts in their field. Here are some
techniques that can build this sense of credibility into the direct mail package:
* Enclose an article you have written that
deals with the topic of the consulting service being
sold. This will help convince the prospect of your expertise.
* Enclose a recent article written about
you. This establishes that you are a recognized
* Mention some of your clients - especially
well-known names in the prospect's industry. If
this would cause the prospect to worry about confidentiality, mention that you have obtained
permission to list the names.
* Enclose copies of letters of referral
written For you by your clients. Testimonials are
extremely effective; they make prospects feel comfortable and confident in your ability to
serve them successfully.
* Create a separate brochure that answers
any questions the prospect might have about
your service and lists your credentials. This kind of "full disclosure" alleviates anxiety and
creates the impression that you are reliable and professional in your dealings.
* Include your photo on the brochure, unless
you think your appearance is a negative
(e.g., you are extremely young-looking or odd in grooming or dress). A photo gives
prospects the feeling that they know you before they even meet or talk with you.
5. USE OTHER PROMOTION TECHNIQUES TO BUILD YOUR REPUTATION.
Direct mail is effective for generating
immediate leads, but it is not the primary tool for
To build a professional reputation, you must
engage in an ongoing program of self-marketing
that includes such activities as: writing articles, writing books, newsletter publishing,
speaking engagements, teaching, seminars, networking, and being active in industry
organizations and local business clubs.
Performing these activities will lead to a
higher response to direct mail because the
recipient will have already heard of you when he receives your letter. Without these ancillary
marketing activities, your name will be unknown, and response rates will be significantly lower.
Editors Note: Want to learn more on how to write great advertising and direct mail from the master Bob Bly?
Check out the NMOA bookstore for training, classes and books: http://www.nmoa.org/catalog/index.htm#copywriting
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