Most of my copywriting work comes through referrals and people who come across my website. Also through meeting people at seminars.
However, lately I’ve been testing some direct mail campaigns to targeted lists within my industry.
The portion of the letter I’m going to show you was part of a mailing sequence. It was the 3rd letter I sent out to these people, and it got the biggest response from any of the previous mailings.
Here’s the top of the letter:
And here’s why it worked well:
- The letter had personalization. The previous letters I sent out were just “boilerplate” letters with no personalization at all. I took the time to personalize each of these letters this time around. You simply cannot beat having the prospect’s name screaming at them at the top of the letter.
- I send an obvious “grabber” in the letter that prospects couldn’t miss. Some marketers will send out a penny, aspirin, or other grabbers that aren’t really discernible through an envelope when they come in the mail. This one included a pencil and a pencil sharpener that made it obvious there was something in the envelope…thus guaranteeing a high open rate.
- Most of the mailing included testimonials. I included a testimonial sheet with specific results I was able to get with other clients. It’s always more powerful to have other people brag about you then you can about yourself.
The first two mailings did “OK” (got my costs back basically) but this one brought in 9x the money I invested in the mailing.
Would you like me to send you the entire mailing? Simply leave a comment below, and I’ll send it to the email you entered in the form below. That way you can see how I “tied in” the pencil grabber into the mailing.
And while you’re at it, if you can “like” my Facebook page here, that would be great. You can see it here: Kevin Hill Copy. it’s work in progress, but it’s a start.
“The Professor of High Response”