The Lead Generation Letter Package
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The lead generation letter package remains one of the most popular of all direct mail formats.
It’s also one of the most familiar formats for readers. Since childhood, we have all written and received letters from friends, family and pen pals. So the letter is familiar to all of us – which makes communication easier and more effective.
Although it is less creative visually than other formats, it does provide a more personalized communication. When done properly, the letter package serves as a persuasive one-to-one communication.
The lead generation letter package is typically produced in one of two ways – as a personalized mailer or as a marketing mailer.
A personalized mailer looks like a letter you might receive from your lawyer. It has a corporate looking return address in the corner, the name and address are typed directly onto the envelope (no label is used) and there is no teaser copy. Inside, the letter is professionally personalized and the reply card is personalized.
A marketing mailer is personalized too but not to the same extent. It may include a window envelope (with the name and address showing through the window), teaser copy on the outer envelope and possibly a generic letter. At least one piece of the package – the envelope, letter or reply card – needs to be personalized to reach the target prospect.
The lead generation letter package also provides complete flexibility in messaging. Thanks to laser printing technology, the entire text of the letter can be changed “on the fly” so prospects can receive individualized letters. The letter package gives you more flexibility to customize your message to individuals or segmented audience groups.
The lead generation letter package is popular for small business to do their own mailings because they already have envelopes and letterhead in stock.
In recent years, with increased acceptance of landing pages for response, there has been a tendency for many marketers to eliminate the reply card. This is understandable because the reply card is another element that needs to be printed – which costs money.
(Personally, I’m not ready to drop the reply card just yet. Even if no one is using it, I believe the reply card helps to reinforce your offer and the need to respond.)
Mailing components
This format has multiple components, including:
- an outer envelope (usually a standard #10 but could be larger)
- a 1- or 2-page letter
- a reply form with a reply envelope or a business reply card
This format can be developed with various levels of personalization. Personalization can be placed on the outer envelope, the address box of the letter, the letter text itself and the reply form.
Lead generation offers
To be successful in lead generation, you need to understand the power of the offer. Lead generation offers have nothing to do with product or service you’re selling. They have nothing to do with pricing, or discounts or two-f0r-one specials. Those are offers for other applications – not for lead generation.
The most successful offers for lead generation are informational offers (we call them lead magnets) – white papers, special reports, ebooks, tip sheets, etc. Higher level offers that require higher commitment would be free seminars, webinars, audits, reviews, demonstrations and consultations.
Informational reports (downloads) typically generate the highest response. Higher commitment offers generate fewer but more qualified responses.
Lead generation messaging
The messaging of your lead generation letter package can take different approaches.
The most common approach is to focus on the product/service being sold. You don’t provide the complete story but you provide enough information to generate interest. Then you present your offer – a white paper, an ebook, an information kit.
Another approach (which we believe generates high response) is to focus on the offer. With this approach, you provide very little information about the product or service. Instead, you make the offer the centerpiece of your message.
Many companies are uncomfortable with this approach because intuitively, they believe they need to push their push their product or service. But if the goal is to maximize response, you push the offer – and talk about the product or service after they respond.
Final note:
The “Johnson box” is the headline copy that appears at the top of the letter above the salutation. This technique is a great way to get your offer to the top of the letter. Use it often, but use it wisely.
To learn more …
Please contact Bob McCarthy at 508-473-8643 or bob@mccarthyandking.com. Or fill out the form below