This direct mail letter for a consultant proves, once again, that direct mail still works.
The consultant, a management consultant, had an idea for a campaign already in mind: To send a two-page letter to CEOs, presidents, and business owners who might be facing a difficult situation.
To capture the names and contact details of readers who might be interested in such services later, the direct mail letter also offered a "free, special report" filled with management-type information--a good strategy if you want to maximize the results of your direct mail campaign.
We included a postage-paid business reply card, too, inviting readers to mail or fax it back to request the free report and/or a free consultation.
Click the image that follows to read the letter.
Although what I'm about to tell you may sound strange and unbelievable, this client, for some reason I attribute to personal quirkiness, was not willing to provide response rate details after the mailing. He did, however, tell me that the letter had performed just as well as a previous letter, which I later learned was written by a famous B2B direct marketing writer with dozens of books to his credit. That was a nice boost to my ego.... 🙂
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Renae Gregoire is a content mentor and clarity expert changing the world one outstanding leader at a time. The coaches, consultants, and experts she works with have big visions for creating transformational change--if only they could create that content! Her work typically involves a blend of strategy and wordsmithing, with a heavy focus on the reader's perspective. Renae is also the creator of the Blog Post Inspiration Deck, the Blog Your Brilliance online program, and the Content Coaching Club.