Why One Might Think About Using The Yellow Letter Campaign
Generating prospects through direct mail campaigns can be disappointing. If you’ve ever been involved you know the expected rate of return on names used for your mailers is about 1%, or maybe less. It’s an expensive and time-consuming way to generate leads. Using the yellow letter method for your direct mailings can boost your return of qualified prospects to 10% or higher. It’s been very successful in the real estate investment business and can work in other areas as well.
Here’s why it works so well. Most people are inundated with ‘junk mail’ on a daily basis. It’s in your mailboxes at home and in your mailbox on the computer too. And this isn’t even taking into account all the ads and invitations that bombard you every time you surf the web. Most people don’t like junk mail. They’re just not interested. You should learn more about the yellow letter method.
But receiving a hand-written, hand-addressed envelope in the mail is a different story altogether. It’s personal. It shows someone cared enough to take the time to send something just for you. It wasn’t generated by a machine like some kind of form letter and, because of this, you’re much more likely to give it special attention. That’s the idea.
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Most direct mail pieces are not only impersonal, they’re insulting in a certain way. Who wants to be just another number on a list of thousands or millions getting the same piece in the mail? But something hand-written, just to you, is individualized. It brings out a different reaction in the recipient. It’s difficult to explain, but it’s a fact.
The name for this type of marketing comes from the use of a yellow legal pad to write the letter. It’s written in longhand, put into a hand-addressed envelope with a first class stamp and sent off. It’s personal. The method was first used successfully in the real estate business for gaining clients. The letter sent would say something like: “Hi, my name is John Doe and I would like to $buy$ your house at 123 Main St. Please give me a call. Thanks. John, tel. 555-5555.”
These short letters were found to work. They worked well. Numbers of qualified prospects soared.
Although originally conceived for use in the real estate business, the yellow letter can have diverse applications. The secret is the informal personalization. Life has generally become rather impersonal and this way of doing business is a breath of fresh air.
Discover the way to use the yellow letter improve any business.