POWER OF POSTCARD MARKETING
Article by: Delbert Laird
Jay Conrad Levinson, best-selling author of the Guerrilla Marketing series of books, in an article co-written by David Garfinkel, stated "...sending out a shoddy direct mail piece is like taking postage stamps and pushing them down the drain. Or, even worse, it's like giving the postage to your competitors. And saying, "Here. I'm really a fine business. But I don't know what I'm doing when it comes to mail. So please, send out a mailing and tell the market what a fool I am." Not an appealing scenario."
* Get the prospect's
Traditional loan origination practices attempt to overcome these obstacles by adding personalization (prospect's name, current loan amount and lender) and/or "selling" the mail piece through the use a fake check viewable through the envelope's window.
The inherent problem with these methods are their widespread use. This same format is used by credit card companies, medical plans, dental plans, vehicle insurance and even the long distance telephone industry.
Consumers are rapidly becoming desensitized to the volume of direct mail pieces filling their mailbox. This is where the power of postcard marketing comes in. Postcards are universally-appealing.
One of the greatest assets of postcard marketing is that there is no prospect reluctance in opening the piece. It's already open! Two sides ready for their curious eyes. And by customizing the image and message targeting an identified market segment, the ability to promote benefits and overcome mental objections becomes ever so much more obtainable. Add to this an immediate call-to action such as phoning a toll free number or visiting a specific website, and the mailing piece becomes the ultimate direct response vehicle.
When planning your direct marketing campaign, think about who your ideal prospects are, and additionally, their underlying motives. What would drive them to you? What goals and dreams can you help them reach? What problems and difficulties can you assist them in overcoming? Start your message with a strong headline tying into their emotional state.
For instance: If your primary target audience is the debt consolidation market, the message might start with, "Pay off your debt with these 3 easy steps." Obviously, this headline would require additional well-worded copy that gains the reader's trust and gets them to call your firm. But the point is that your message has identified and appealed to the target market; prospects that have too much debt and need a way to pay it off.
Here's another example: If you're an individual loan officer looking to solicit home renters, a winning opening sentence might be, "Stop paying your landlord's mortgage!...When you could be paying your own instead."
With the remaining space, you need to provide information that leads them to a conclusion; an action. To do that, you ideally need to continue the focus on the emotional state of your prospect. If you were in the market to do business with someone, why would you choose them over another party?
don't have much money.
can't afford a home.
got bad credit.
have lots of debt.
don't know you.
Once you've helped
the prospect understand who you are, what you do and what you offer, you
need to give them specific instructions as to what to do next. Tell them
to pick up the phone and call one of your highly-trained loan officers
who are eager to help. Tell them you offer a FREE prequalification/approval.
Tell them to visit your website. Make sure your prospect knows what to
do. Use simulated hot buttons or bold statements to make that point clear.
The effectiveness of your mailing piece, and the size of your pipeline
depend upon it.
our sponsors. Visiting our sponsors allows us to provide the
valuable information on these pages at no cost to you.
Copyright © 2001-2015 Mortgage Marketing Online. All rights reserved. The Mortgage Marketing Online Web Site
is designed, maintained, hosted, owned and provided by Click1003 and Daily Sales Record. Text, graphics,
scripts, programs and HTML code and contents are protected by US and international Copyright Laws, and
may not be copied, reprinted, published, translated, transposed, hosted or otherwise distributed by any
means without the express permission of Click1003 or the contributing authors presented on this site.
For content reproduction or advertising information, contact Doug Perry at 800-398-0504.