The MILLENNIUM MARKETING SYSTEM is “Get Attention and Give ’em an Irresistible Offer.” Here’s a great example. You’re welcome to use it and customize it for your “precision market.”
The “mock check” letter is a tried-and-true direct marketing strategy. One of them probably shows up in your mail every week…so why not steal the idea and use it yourself?
The following letter got a 60% appointment rate when followed up with a call!
Usually, mock checks show up in window envelopes. Yes, that takes more work, but “big-time” direct marketers do it because it gets results. Generally, the envelope has an official look and a street address return address (no company name).
You can vary the concept in any way you want. Testing is paramount, as always. Whatever you do, the envelope is important. Generally, if it looks like it’s coming from an “insurance salesman,” it will drop dramatically in response.
Keep in mind that this letter was used to solicit appointments, not sales.
This is another place you can vary its use. You can use it to draw attention to your FREE report, audio report, videotape, seminar, etc….any of the lead generators we teach our clients and members.
As always, income per sale is an important factor. For small commercial and personal lines, it’s tough to justify making the follow-up call (if they haven’t called you first) and impossible to justify outbound appointments…so do your math!
This particular mailing has a “double twist.” It not only has the mock check.
It has a small (cheap!) magnifying glass. You’ll see why when you read the letter.
What’s the advantage of the magnifying glass?
First of all, it’s what we call a grabber. A grabber is a physical object placed in a direct mail envelope, usually for two purposes:
1. To “grab” attention, and
2. To emphasize an important point.
For example, Million Dollar Bills (available from our office) emphasize a point about money. A mini-pack of aspirin emphasizes a point about “the headache of…”
The magnifying glass has a second advantage. It’s lumpy. Have you ever received an envelope where you could feel something inside it? You have to open it! (Quantum Club Member Tammy Lesueur’s battery mailing uses the “lumpy” concept. She mails it to Monoline auto customers with a solicitation for their homeowners. The battery is for their home’s smoke alarm).
Remember: you need to find a cheap source and you may pay additional postage. (Members can check our “Million Dollar Rolodex” for sources of “goodies and premiums.”)
As always, do your math first!
Finally, this letter can be improved, like everything else, by targeting! Match your message tightly to the target. (Also, I’ve never seen any form of marketing not improve with the use of testimonials!)
Contractors’ Insurance Specialist “Gives Away” $175.00 to First 57 Contractors Who Respond!
Dangerous insurance claim against local contractor inspires
agent to proclaim, “It’ll never happen again!”
Dear Bob,
If you’re a contractor who cares about your business, it’s as good as money. Maybe better.
Let me explain.
As you can see, I’ve attached a “check” to the top of this letter. No, you can’t redeem it with any bank.
But you can redeem it with me.
You see, I specialize in protecting contractors in NE Ohio against financial risk.
And a disturbing thing happened to a contractor, Bob, whom I’ve known for years. He had a “gap” in his insurance coverage…and the unthinkable happened.
Fortunately, he didn’t lose his business. But it was close.
By the way, he was not a client of mine. His brother-in-law insured him, so I never felt that I should “push” him about his coverage.
Since I saw the way he suffered, I vowed, “Never again.”
That’s why I’ve enclosed this check. Because I don’t what happened to Bob to happen to you.
If you’re one of the first 57 contractors to respond to this notice, then you can “cash your check” with me. It entitles you to:
Find out if your current insurance company contract has any of the 23 most serious gaps I’ve discovered among your peers…I will check the fine print!
Determine if your current carrier can legally not pay your claim for any reason – again, you may think you’re covered for claims you’re not covered for!
Perform a CONTRACTOR’S PERSONAL RISK AUDIT — to make sure your family and personal assets are protected – and show you where business claims may jeopardize your personal assets.
Compute a range of “what-if” scenarios to help you determine precisely how much protection you need.
Educate you on the latest and newest protection for contractors from the insurance industry in the last 28 years!
Provide you with a copy of our new report, “7 Ways Contractors Can Save Money on Their Business Insurance.”
Leave you with a written copy of our proprietary CONTRACTOR’S BUSINESS RISK AUDIT & REVIEW with detailed recommendations tailored specifically for your business.