Avoiding Foreclosures Now

Like the PB&J sandwich, the promotional sales letter is a classic yet stellar sales tool. It is a reliable workhorse that doesn’t require any fancy design, programming or printing. In fact, you can mail merge and print from it from the comfort of your home office if you’d like. That’s what I did five years ago when I launched my insurance copywriting business.

I mailed my letter out to 200 insurance industry prospects, and I probably spent a total of $200 including postage, envelopes and paper – maybe even less. That simple, inexpensive effort generated an 8 percent response within the first month, and years later, the replies continue to trickle in. In fact, just six months ago, (4.5 years after I sent the mailer) a prospect called me and said that he’d saved my letter all this time.

If you’d like to send your own promotional letter, here are some rules of thumb:.

AIG has lost their coveted super high insurance ratings, where the major rating firms annually miscalculated their business practices. Now they have begun a reorganization that will constitute major selloffs while refocusing on once again becomes a dominant insurance company. Stockholders saw stock prices plummeting from its high by over 90% before now starting to stabilize.

Think of pop songs. The first time you hear a catchy tune, it’s nice, but you don’t know the words. But if the melody is attractive enough you might follow along after a minute, even if you just hum along with the words. At least you’ve experienced initial contact.

The Promise
Now that you’ve hooked your reader, it’s time to make a compelling promise. Tell them what you’re going to do and how you’re going to be different. But don’t launch into a sales pitch – put it into the reader’s terms – what’s in it for her? Always remember that buyers don’t want to buy – they want to resolve problems.  

The Proof
Now that you’ve made your promise, you’ve got to prove that you can really deliver. Offer proof in the form of client testimonials, statistics or short case studies. Make them believe that you’ve solved other clients’ problems and you can solve theirs too. Weave proof throughout your letter in an interesting manner. Add a sidebar or a pull-quote to highlight key elements.

AIG Life Insurance is still “buying business” today, after all the turmoil of internal problems. Watch television and you will see a closely affiliated company offering term life insurance at rates up to 70% less than others. If you somehow catch the fine print, you will see AIG mentioned as the insurer. An excellent way for AIG Life Insurance to bypass insurance representatives, and still fool consumers. A slight twist, but business as usual for them.

Don’t forget the P.S.
Yes – The P.S. is still very important. Research shows that many people read the P.S. before they read anything else. So, write the P.S. as if your letter will never be read. Hint at the promise and sell the offer, making sure that you write in a “what’s in it for the reader” tone. And, keep it short and sweet – two sentences is ideal.  

Reply Mechanisms
Include as many reply mechanisms as possible – e-mail, web, phone, fax and reply card. Different people respond in different ways so try to appeal to all of them.

Resource Author Francisco Rodriguez H.
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