How To Write Direct Mail That Gets The Results You Would Like

Knowing how to write direct mail is a valuable resource for real estate marketing.

Planning Your Letter

Like all good writing, planning is a key component of writing effective direct mail marketing letters

The planning component involves three critical elements:

the objective of the letter
an analysis of the receiver of the letter
planning the content

In the simplest of terms, the objective answers the question: why are you writing the letter?

If you are writing it to stimulate or encourage the receiver to take specific action, what specifically do you want that person to do?

The ultimate purpose of your direct mail letter is to new business.

Realistically the letters by themselves will not produce this result. They can however bring about the next step in the process of prospecting for leads.

If you are writing to prospects, the purpose of your letter is to stimulate these potential clients to contact you to learn more about how you can help them.

Similarly, the purpose of your letter may be to generate referrals.

In this case, you letter will be designed to encourage the receivers to recommend you and refer prospective clients.

The key to successful direct mail is knowing how to write direct mail.

Your letters that not only get read by intended receivers, but also stimulate them to take the action that you would like them to.

How to Write Direct Mail

how to write direct mail

Regardless of the purpose of your letter, for your letter to be taken seriously, it must contain a benefit for the reader.

If you want the receiver to take specific action, why should he or she do what you want?

If you would like the receiver to contact you, how will they benefit from doing that?

If your letter is to provide information to help make referrals, how will the receiver benefit from having the information?

Just because you have identified the action that you would like taken, it does not mean that the person who receives the letter will take the desired action.

Knowing Your Readers

Regardless of the purpose, the effectiveness of direct mail letters depends upon a thorough understanding of the people you are targeting.

reading letter

To help understand these people, consider the following factors:

background: education, experience, etc.

current knowledge: what they know about you and the services that you provide?

what they need to know about the issues

personal/professional needs, wants and expectations

attitude: how they can be expected to react

obstacles: what might interfere with your achieving your objective

solution: overcoming the obstacles

Letter Content

The content is a series of conclusions, starting with the most important conclusion.

Each conclusion answers the following questions:

what must your reader believe?
what's in it for your audience to believe what you want them to believe?
why should they believe what you want them to believe?

The final element of the direct mail letter leads your readers to taking your desired action.

This element is your call to action.

call to action

It is where you tell the reader what action they must take in order to enjoy the benefits that you have set out in your letter.

Don't leave the reader wondering what to do next.

Keep your call to action simple. Limit the contact options to your email address and one telephone address.

Keep in mind that knowing how to write direct mail also includes knowing how to effectively handle the responses.

Without a doubt, your follow-up system should work as well as your direct mail letters.

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How To Write Direct Mail That Gets The Results You Would Like

Planning Your Letter

How to Write Direct Mail

Knowing Your Readers

Letter Content

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