I’ve spoken about direct marketing with a lot of people lately. It’s interesting to me how so many lawyers see direct marketing as an ineffective, and expensive tool in their marketing arsenal. The fact is that a good direct mail piece can bring an ROI that blows the doors off anything else.
The key to the mail piece is to engage your prospect. Push their buttons the right way. Make them nod in agreement the whole time they read the letter.
In other words, keep them emotionally engaged.
And why should you want to?
The more you involve a prospect’s emotions in your offer, the more the prospect is likely to buy.
How do you do it?
Consider storytelling as a fantastic way to push a prospect’s hot buttons.
Let me give you a before and after example.
Before example:
If you would like to get out of debt and re-build your finances, then bankruptcy may be the best decision for you.
Now, the “After”:
It’s agonizing. You come home each night, tired and worn out from another day at work. Your children are hungry, you’re tired, and there are a dozen messages on the phone from bill collectors. You look on the table and see a stack of collection letters as big as your fist.
You can’t pay the bills, and you don’t know what to do.
So you dodge the phone calls, ignore the mail, and hope that things get better. Maybe you’ll get a raise, a better job, or maybe you’ll win the lottery.
You can’t sleep, you can’t eat, you can’t concentrate. You fight with your family and friends all the time. And you cringe every time the phone rings.
If only there were a solution in sight…
Now. If you didn’t get it the first time, read the traditional approach, and then read the second example, which is made up of the last five paragraphs.
Notice how the traditional approach is a summary of the key points of the problem, while the “how the problem plays out” treatment leads the prospect through many emotional aspects of the experience and puts it front and center in awareness.
Think about it. Give it a try. Trust me – it works!
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