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Loan Officer Formula for Success
November 19, 2009
Perspectives by Brian Sacks
Direct Mail Secrets: Getting it Opened
This is the latest article in my series about the importance of using targeted direct mail. In the first, I outlined the four important components you MUST think about. Last week we covered getting your mail delivered and an important tip that will allow you to always know it was delivered.
This week let's tackle issue No. 2, which is getting it opened.
Let's face it, just because you got your direct mail piece delivered, you still need to make sure it accomplishes a few other important components for you to get maximum results. There is a famous marketer I have studied for many years named Gary Halbert. Here's how he explains what happens when people open their mail.
They sort their mail over the trashcan into three piles
1. Obvious trash
2. The "A pile:" bills, checks and other important letters not yet identified
3. The "B pile:" I'll get to this stuff later
Our job is to make 100 % sure our mailing arrives in the A pile! How?
Well just like I mentioned in our last article you should design it not to look like obvious junk mail. Here are some ideas.
1. Hand address it
2. Live stamp
3. Use a return label that doesn't involve your company name
4. Use lumpy mail- meaning add something to the letter that jiggles around or is hard.
5. Use a mock Fed Ex overnight envelope
WARNING: You must be careful here. I don't like letters disguised as a check and other important documents. It will get opened but then people are upset that it is not a check and will usually throw it away because they feel tricked.
I cover a lot of "lumpy mail" and other samples and tactics in the marketing section of the Loan Officer Formula website (www.loanofficerformula.com/join). In fact there is a guy right here in Baltimore that I often purchase from - You might want to Google him but I think the site is www.lumpymail.com. These items don't need to be expensive; most are under $0.30 a piece but they do the job!
Next week we'll cover getting it read so stay tuned!
Brian Sacks is the CEO of http://www.loanofficerformula.com/join. He has been an industry expert for over 24 years closing over 6,000 loans totaling $1 billion. Brian has trained thousands of originators and company owners in North America sharing his "formula" for success that will allow you to close fewer loans, make more money and have a life REGARDLESS OF MARKET CONDITIONS. You can read his "free" 32 page special report entitled The Death Of Mortgage Origination As We Know It & The Little Known Things You Must Do Now To Survive and Thrive by visiting http://www.loanofficerformula.com/broker. This report has been downloaded by over 9,200 originators and company owners many investing $97.00 to learn these little known, tested secrets! So grab your FREE COPY NOW as a gift from Broker Universe while it's still up at http://www.loanofficerformula.com/broker.
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Comments
Posted: 2009-11-19 17:22:54
by VoyageHomeLoansCA
Great post. Keep up the good work and tahnk you for keeping us motiavted. It is nice see people who still have passion for the industry.
