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I’m looking for a good form letter to use as a basis for a direct mail marketing campaign. I’m a small one man remodeling company trying to increase my business. Any help would be appreciated.
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Tom,
Here is one suggestion for you. Some computer programs have what may be called printing workshop. Normally you can make something up very easily. Sometimes these programs even have samples.
Larry
*Tom,When you get junk mail, do you read the letter portion? I don't. Think flyer. Whatever info you want the person to see, put in big type! Keep it simple, don't put too much info, stick to what's important. Give them a reason to call.Rich Beckman
*Tom, I'd send them "something" like a magnetic calendar or pen or anything that is deemed useful. I base this on my current junk mail processing method know as the Feel Envelope For Something Other than Paper or Shread in the Driveway. Honestly, I do this. If I can't identify the sender and don't feel anything of value in the envelope, I tear it up and into the recycling basket in my driveway, never read one word of it and the wasted paper never enters my house. I've probably torn up several thousand dollars worth of checks in the process but don't ever have to read about a better cell phone deal, how to enhance my sexual performance or how I "May Have Already Been a Winner". ...and I was a model for postal anthrax control as well.Mike
*Remember, direct mail is often considered a success when 1-3% respond. So, you really need to give them something to respond to. A form letter is just that...a form letter. I can't say that I've ever been that intrigued by a form letter direct mail piece. Keep that in mind as you are budgeting your marketing expenditures. Sometimes, there are better ways to increase direct leads.As for the baubles/trinkets, etc...they are only good for reinforcing your company's name/brand image (an even that is a bit 'iffy'). However, that only applies to people you've already made a first impression on. Otherwise, yea, people may keep your free pen, but when was the last time you hired someone because their name was on a pen you were using?To be honest (I'm a homeowner, btw...not a professional in the building business) I tend to to look through ads to find people when I need them (or, of course, via word-of-mouth, but that's a whole other type of marketing). I rarely, if ever, hire someone from a direct mail piece. I prefer to spend a little bif of time researching...typically using company's web sites as a starting point.That's just one person's opinion, of course.
*One more thought...and I'm sure it is one that has been brought up before...have you ever concentrated your marketing to an area immediately surrounding an immediate job? If someone had hired you in my neighborhood and you sent me a direct mail piece with a photo of that work, I'd be inclined to go ask them about it (sort of jump-starting the word-of-mouth thing). Of course, you'd need full permission from the client to do this, but is may be an idea...
*Tom K. Market yourself, then market yourself some more.Do it all the time and do it different ways.All methods of marketing add legitimacy to you and your company. Most contractors fail to market themselves properly. We're all so proud of our word of mouth reputation. Ther reality is that we tend to underprice ourselves and close on 90% of our sales calls. If you market properly, you should be able to increase your margins significantly, if you also do the business correctly too. Hurry over to your local graphic designer's shop. They'll have a ton of marketing stuff and they'll give you a ton of ideas.Budget for it. Spending 10% of your gross income will make you a rich man someday!blue
*i Hurry over to your local graphic designer's shop. They'll have a ton of marketing stuff and they'll give you a ton of ideas. As a graphic designer, let me say that even though graphic design is an important and integral part of anyone's marketing, it isn't our forte. If you are looking for a pro, I'd suggest an actual marketing firm and/or a PR firm.
*Tom K, if you really want to use direct mailing for marketing, DON"T send a letter, it will never get opened. Use a post card type mailer with eye-catching colors and very limited type. Treat it as a billboard; you want your message to be conveyed in only 1-2 seconds as it traveling 75mph to the trashcan.You would also be better off narrowing your mailings to a target market. One target market is homes that have sold recently (this is public record in most states). Even new build buyers do improvements in the first year of ownership.Scott R.
*I'm with Scott R. as far as direct mail marketing goes. If it comes in an envelope it stands a very limited chance of ever being opened. There are some inexpensive sources of post card type full color printing available out there. You could even consider humour or interesting art, or something useful that may interest people to stick it on the refrigerator- at least then you would have your foot in the door. Having been in the art glass business for 25 years, I have tried nearly everything. As I'm sure almost everyone who is in business and reads this forum will agree, word-of-mouth in unmatched as THE best advertising. Mailings and other printed ads have yielded very little business for me. Aside from WOM, the yellow pages come in second. Hope this helps. Have a great new year!
*I am going to be targeting new homeowners based on the real estate closings in my local paper. I'm thinking of going the postcard route based on your posts. It will be the first time I've done direct mailing so I'm curious to see the results. Thanks for your opinions.
*new homeowners are special.. most want to get acquainted with their new town... an inexpensive gift that will sit on their kitchen counter with your name and phone number on it will go a long ways..do you have a local phone book ? do you have a Welcome Wagon type thing... how about a coupon for two free hours of "honey-do" items... something that says "house-warming".....hand-delivered is even better...