Two of the greatest challenges for a company doing direct mail sales lead generation are getting attention and creating attractive offers. A compelling package with a poor offer will flop. And a poor package with a compelling offer won't even get opened.
One advertiser who managed to both grab attention and make an irresistible offer is Coutts & Co., 15 Lombard Street, London EC1V 9AU, England. One of their staff, a Mr. R. W. R. Round, mailed a unique lead generation letter to law firms.
Stapled across the top of the letter was a cheque (or "check," as my American friends would say). The cheque was drawn on the company bank account, and was made payable to the letter recipient, in the amount of 25 Pounds Sterling, but was not signed.
In the letter, the writer presents his simple offer. He will meet with the prospect for 20 minutes to present a remarkable new pension scheme developed for the legal profession. If the prospect hears the presentation and believes the writer has wasted the prospect's time, then the writer will sign the check and hand it to the prospect without a quibble.
The letter goes on to give a few credible reasons for why the prospect should meet with the writer, the most compelling of which is the fact that over 120 other law firms have already taken advantage of the services of Coutts & Co.
This letter is remarkable for a number of reasons. It has stopping power. A real cheque (not one of those fake ones, so common in direct mail marketing) with my name on it would get my attention, at least long enough to motivate me to read the letter and discover what was going on.
And the offer is simple to grasp. "I'll tell you during a 20-minute meeting how our pension scheme helps your business, and won't waste your time, otherwise the check is yours to cash without further ado."
The letter also sells the appointment and not the product (pension plans), a wise move in two-step sales processes like this where a salesperson must close every sale. In these cases, the goal of the letter is always to find a buyer, not finalize a sale.
You could copy this tactic. Or you could dream up one of your own. If you manage to grab attention and present an enticing offer at the same time, good for you. If you can't, hire a professional
© 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the Author" message).
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ABOUT THE AUTHOR
Alan Sharpe is a business-to-business direct mail copywriter and lead generation specialist who helps business owners and marketing managers attract new clients using direct mail marketing. Sign up for free weekly tips like this at http://www.sharpecopy.com/newsletter
