Want people to read your prospecting letters?
Of course you do. So here are a few methods that direct marketers use to make their mail stand out and get opened.
Use an unusual sized mailer.
Print your message on an odd-sized postcard, or if you prefer to use envelopes, mail it in something other than a #10 business envelope. Greeting-card size usually evokes curiosity, especially if you've hand-written the address. Or try an 8 ½ X 11 mailer to look somewhat "official."
Use a teaser.
Write a promise of what's inside on the outside of the envelope.
This won't work if your prospecting letter is of the "Here I am, I'm wonderful, hire me" variety. But you're way beyond that by now. So give a hint of the "good stuff" to come.
Maybe it's a market report. You could say "What are homes in your neighborhood selling for this month? Get the full report inside."
If it's a report you're sending to expireds on "Why it didn't sell," you could say: "Inside – the 3 primary reasons why homes expire off the market unsold."
Maybe you're writing to residents of an apartment complex. Your teaser could say "Purchasing a home without a buyer's agent could cost you thousands. Look inside for the reason why."
Few people can resist opening an envelope if it's lumpy. You just never know what you might find inside, and we humans are almost as curious as cats.
A few years ago I wrote a promotion for a new agent who was establishing a territory in her own neighborhood. Her mailing contained a quarter, along with the message: "Here's a quarter, call someone who cares." (In case you don't remember, that's from a once-popular Country-Western song.)
Of course, the promotion went on to talk about her love for the neighborhood and that SHE was the one who cared.
Your lumpy object could be all sorts of things – pens, notepads, a packet of garden seeds, or even a wooden "round tuit."
Use your imagination and match "the lump" to the neighborhood, the clients, or the season.