Direct Letter Marketing

[Christine Lee Middleton]

Hello everyone!!! So I’m sure I’m probably overthinking this, but does anyone notice a difference in response rates between sending “handwritten” letters, typed letters or post cards?

I really want to do handwritten letters (it worked pretty well for me in the past) but the volume I’m doing now, handwritten is so time consuming. I thought about typing the letters, but I was worried my response rate would go down. Lastly, I’m scared to do postcards because I feel like the potential seller will throw it away quicker than a letter.

I want to save time and send out more letters that look as genuine as possible. HELP!

[Jerryll Noorden]

No, all that handwritten vs typed is completely horse crap. Not opinion, fact. Do not do any of that stuff!

1) Hand written or not, they would need to open the letter FIRST before they even know it is hand written. So completely irrelevant. So now you are going to handwrite the envelope right? OK so you tricked them into opening your letter... how do you think THAT will come over? They will obviously know you tricked them into opening your letter and so you START your introduction with them thinking you are a douchebag. Real smart!

2) Tell me this all you DMM people... WHY do you think a handwritten letter gets more response? Let's THINK about this for a sec.

Imagine you live in Detroit, and you own a DeLorean (its a car people gaahdamnit). Now you receive a letter from a random guy you don't know all the way in Jamaica, and he says, he will travel tomorrow to you just to take a look at the car... in a HAND written letter, begging you to sell him that car. Now what do you think. Do you think he just likes to own that car? OR do you think he REALLLLLLY REALLY REALLY really really really needs to own that car, after all he did all that trouble to reach you with a hand written letter right? Even WORSE imagine you get 38 letters all about your car. 

Are you expecting a low ball offer or are you expecting an offer over value? Again, these people seem to be OBSESSED with my car to write me a handwritten letter right? OF COURSE you will expect a great offer. IS THAT WHAT YOU WANT?!?!?!

You are getting their hopes up with a great offer and not only will you NOT give them a good offer, you will offer them BELOW market value. Seriously people. Come on. It is not open rate that matters. It is MOTIVATION that matters.

EVERYONE listen up:

LOOK at your numbers. Look at your data. What is the close rate of your marketing? Would you people PLEASE stop looking at "open rate"? You know what will give you a 100% open rate? Take a piece of paper, write your phone number on it, and throw it through the window of any house you want a response rate from shattering the window in a gazillion pieces.  I PROMISE you, you will get a More than 100% open rate (because more than one person will look at that letter (police will too). Open rate means NOTHING. Contracts closed is what you need to measure to evaluate your marketing efficiency.

If your contract closed rate is 1% 2 % 5%... do you REALLY think you are doing good marketing? If you say "yes", you are LUCKY I am not in your market. I would destroy your business!

Now, in this space NO ONE uses intelligence. If you are the ONLY one that thinks... You will destroy anyone, everyone. So start thinking!

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