The Marketing Letter

Simplicity sells.

One of the key factors to bear in mind when marketing to consumers is, 'will they understand my offer?'

In our many years of targeting consumers, we have learned that even the most educated consumers appreciate simplicity. Complicated offers and long copy are good for complex products and services, but 'short & sweet' is best for commodity product sales. And let's face it, homeowner's insurance is about as cut & dried a product as there is in today's market.

The key to our X-Date Home Insurance Sales System is the letter. This is the front and back of a typical letter we mail to prospects in the month PRIOR to their coming due (the "X-Date" of their home purchase anniversary.) Please note that all items are variable and can change as you would like.

Why This Letter is Effective:

There are several key factors that make our marketing letter effective. Of course, we can develop any custom letter you want to use in your marketing efforts. And in most cases, your parent company must sign off on anything you mail. We simply point out why this letter is getting gangbuster response for our many clients.

It's simple and easy to read.
It tells the prospect why we are writing, and what we are proposing - right up front.
It's a low-pressure offer.
We show them specifics about their home. This is impressive, because it shows that we've 'done our homework'.
We quote an exact rate. It's subject to change, of course, but it gives you a starting point to open the discussion with the homeowner.

How To Reach Busy Consumers:

The key factor in effectively communicating your offer to a busy consumer is simple: walk a mile in their shoes.

As a business person, it's easy to view things strictly from your perspective:

• I've got an excellent product.
• I've got better pricing.
• My service is impeccable.
• You'd be a fool not to buy from me.

But look at things from a consumer's standpoint, and the story looks a little different. Consumers get bombarded by ads every day, so their reaction to most marketing offers is:

• So what?
• What's in it for me?
• Who are you, again?
• Why should I buy from you and not the other gazillion companies who are marketing to me?
• Whatever you do, don't preach to me or I'm outta here...

That's why we take a very straightforward approach to promoting your offer. Our letter is not intimidating in the least. It's visually inviting. It's got a little home-spun feel to it, so consumers aren't put off. They will know from this letter that you're a genuine person. And people buy from people - not from corporations.

Best of all, the letter gives them all of the key facts they need to make a decision. They don't have to call you to get more information. When they call you, they're ready for action - or they simply need clarification on one or two points.

INSTEAD OF "CALL ME TO TALK", IT'S "CALL ME TO FINALIZE." And that's a big step in the right direction, for both you and the customer.