MRL #037- How To Write An Extra $10K-$50K Per Year Using Direct Mail

The easiest way to stand out as a Producer?

Zig when others zag.

If everybody’s doing X, do Y (there’s less competition).

One great way to do that is direct mail.

You know… snail mail with a stamp on it!?

It may seem boring and outdated, but…

Direct Mail Still Works Like Crazy

According to The Data & Marketing Association direct mail response rates are higher now than they’ve been in decades.

Why?

LESS COMPETITION.

Everybody’s marketing efforts are digital these days… social media, websites, email, etc.

Same goes for Producers…

Most Producers I know (who aren’t cold-calling) are either flexing their know-how on LinkedIn, DM’ing leads on Linked In, or spamming email inboxes.

Now…

I’m Not The Sharpest Tool In The Shed

But, about 2 years ago I began to pick up on this trend.

I can only make so many cold calls in a day before I get burnt out…

So, I decided to start supplementing my prospecting efforts with direct mail.

It took me a few iterations to figure out what I was doing.

But, eventually I landed my first client via direct mail. An $8K revenue towing company.

Next month, another.

I was floored.

It couldn’t believe it freakin’ worked.

The best part?

It wasn’t hard.

If a dummy like me can figure it out so can you.

Let’s get you caught up on…

Direct Mail Basics

Your #1 goal is to get your mail opened, and read, by the decision maker.

You do that by making your mail piece look like a personal letter.

As legendary direct mail marketer Gary Halbert said:

“Everybody in the world divides their mail into two piles which I call the A-Pile and the B-Pile. The A-Pile contains letters that are, or appear to be, personal. The B-Pile contains everything else: Bills, catalogs, brochures, printed announcements, envelopes that obviously contain a sales message.”

So, how do you make your mail look personal?

Simple…

1. Write a short and enticing sales letter

2. Place it in a plain envelope w/ a real stamp

3. Handwrite your prospect’s name and address on it

That’s it.

Do these 3 things and your light years ahead of any garbage the agency down the street might be sending.

Now, lets talk about…

What To Say In Your Sales Letter

If you want to spend hundreds of hours learning copywriting, be my guest.

If you’d rather just cut to the front of the line, here’s the cliff notes:

Remember the acronym AIDA, which stands for attention, interest, desire, and action.

• Grab their attention ASAP

• Making them interested in reading more

• Create curiosity and desire for your offer

• Tell them how to take action

Now, I know what you’re thinking…

But, Max I don’t wanna have to try to create some sales letter out of thin air. I’m a noob to this stuff. Can’t you just give me a copy of one you’re using.

To that I say…

Of course. You know I got you, fam.

Here’s…

The Exact Letter I Send To “Due-Diligence” Prospects

Jeff,

Have something you might want to look at…

I’ve developed a unique strategy that’s working really well in this hard market.

Just helped ACME Construction down the road save $50,000 on their insurance.

Maybe it can help you, maybe it can’t.

At least worth a conversation?

If so, here’s my card.

—Max Revenue

And here’s…

The Exact Letter I Send To “Proprietary Product” Prospects

Jeff,

Have something you might want to look at…

There’s a NEW insurance program for [industry] cos. in [state].

1. It’s some of the best pricing I've seen lately.

2. Your current agent likely cannot quote it.

3. I’m one of only a few agents who can.

Worth discussing?

If so, here’s my card.

—Max Revenue

Next, you need to understand…

Direct Mail By The Numbers

With a typical response rate of 1-2%, you need to send out a lot of letters.

At roughly 0.75 cents per letter that can add up quickly.

So, I like to do small drops at a time.

Remember, earlier in the letter I said I “supplement” my cold-calling with direct mail?

My primary outbound is the phone, but I try to drop 100 mail pieces a month (25 a week).

Over the course of the year that adds up to ~1,200 pieces.

LET’S DO SOME PUBLIC MATH:

Assuming a 1-2% response rate…

And a 10% close rate…

If I send 1,200 pieces per year…

I can safely assume I’ll close 1-2 accounts…

And if I target $10,000 revenue accounts or bigger…

I’ll be adding an extra $10K a year… $50K if I’m lucky???

That’s a 10X return on my money, at minimum!!!

Not too shabby, aye?

There’s Not Many Producers Showing Up In Mailboxes…

And if they are they ain’t got the inside scoop like you do now.

Give it a try. But be patient. Its a numbers game and takes time.

Ok, that’s enough outta me.

If you liked this letter and wanna learn more cool shit like this, check out The Producer Playbook. 

If not, no worries.

See you next Sunday.

Kick ass take names,

Max “The Mail Man” Revenue

P.S. Help your boy out and share this with other Producers (see below).