Prospecting Methods: Mail

Sometimes the old ways are the best. Traditional mail has become fallen out of fashion. However, when everyone is going digital, sending a physical letter or brochure through mail may be the ticket to cut through the clutter.

While it is generally accepted that people have lower attention spans, and sometimes e-mails are skimmed and forgotten, the physical envelope will gain attention, if executed properly. Some tips for creating the right look for your mail:

• Make sure the envelope and the stationery are of good quality. Heavier gauge paper conveys quality and will ensure that your mail does not get sorted into junk mail.

• Make sure you address the envelope with the name of the person, their designation and their company address. Don’t just give a generic designation.

• Take the time to craft your message according to your audience. The copy should not read like a mass mail document.

• Use the AIDA principle and make sure to highlight the benefits of your product or service for the prospect.

• End the letter with a call to action. The prospect should be prompted to check your product page on your website or call up your customer service center or even call you. The idea is to create a contact with the prospect.

• Make sure your contact details are printed in detail on the letter so the prospect does not have to search around for information on how to get in contact with you.

Remember you are not physically present when the letter is opened so the reader cannot see you or hear your voice. Your story has to be conveyed by the words you use and the tone. Make sure it is compelling enough for the prospect to pay attention and then take action.