Using direct
mail to promote consulting services and professional practices
by Robert W. Bly
Center for Technical Communication
phone (201) 385-1220
For dentists, consultants, attorneys, accountants,
advertising agencies, public relation firms, and other organizations and
individuals offering professional services, direct mail can be an effective
means of generating a controlled quantity of highly qualified leads quickly and
at low cost. However, the majority of
professional practices are unsuccessful with direct mail - largely because they
do not understand how it works or how to use it. Following are some suggestions on how to successfully use direct
mail to generate new business for consulting or professional services:
1. DEVELOP A PRIMARY
OFFER.
The main reason direct mail for consulting services fails is
the lack of a specific offer.
Lamely ending a letter with “Looking forward to working with
you” or “I will call in a week or two” is certain to depress response to almost
zero. If you tell people you will call
them, they then have no incentive to call you first.
Far better is to identify the next step in the sales process
and then tell the reader to take it.
Most consultants want the mailing to result in an initial
meeting with the prospective client.
Therefore, the letter might offer a “free, no-obligation initial
consultation.”
Being more specific about the nature of this exploratory
session and attaching a benefit to it will increase response. For example: “We will analyze your current
insurance coverage at no cost and make suggestions that will reduce your annual
premiums by 10 percent - or more.” Or: “Free exam.”
2. DEVELOP A SECONDARY
OFFER.
The primary offer will attract those prospects who are most
eager to do business today or in the near future.
However, this represents only a small fraction of the
potential market. Therefore, a
secondary offer is needed to attract those prospects who are not ready to meet
right now but may have a need in three or six or 12 months.
This secondary offer is usually a free booklet, special
report, brochure, fact sheet or other printed information the reader can send
for by calling or mailing back a postpaid business reply card. I usually stress the primary offer in the body copy of my letter and the secondary offer in the P.S. For example: “P.S. To receive a free report explaining our four-step Market Planning
Process, complete and mail the reply card today.”
Typically, from 50 percent to 90 percent of those who
respond request the free information (secondary offer) rather than a
face-to-face meeting (primary offer).
Calling those who request the free booklet only and “selling” them on
the benefits of a free consultation will reveal that 10 percent to 25 percent
of the booklet requesters have genuine interest and can be talked into a
meeting.
3. ENCOURAGE BOTH PHONE
AND MAIL RESPONSE.
Always include a business reply card in mailings; its
absence can depress response to almost zero.
Some consultants feel that using a business replay card in a
personalized mailing aimed at executive prospects is somehow
unprofessional. This is nonsense.
Stress that the reader can respond either by mailing the
reply card of calling. To encourage
telephone response, mention the phone number in the letter copy, even if it appears
on the letterhead. Omitting either one
of these two basic response options (mail or telephone), will depress response.
4. ESTABLISH
CREDIBILITY.
Prospects want to deal with consultants who are experts in
their field. Here are some techniques
that can build this sense of credibility into the direct mail package:
* Enclose an article you have written that deals with the
topic of the consulting service being sold.
This will help convince the prospect of your expertise.
* Enclose a recent article written about you. This establishes
that you are a recognized authority.
* Mention some of your clients - especially well-known names
in the prospect’s industry. If this
would cause the prospect to worry about confidentiality, mention that you have
obtained permission to list the names.
* Enclose copies of letters of referral written For you by
your clients. Testimonials are
extremely effective; they make prospects feel comfortable and confident in your
ability to serve them successfully.
* Create a separate brochure that answers any questions the
prospect might have about your service and lists your credentials. This kind of “full disclosure” alleviates
anxiety and creates the impression that you are reliable and professional in
your dealings.
* Include your photo on the brochure, unless you think your
appearance is a negative (e.g., you are extremely young-looking or odd in
grooming or dress). A photo gives
prospects the feeling that they know you before they even meet or talk with
you.
5. USE OTHER PROMOTION
TECHNIQUES TO BUILD YOUR REPUTATION.
Direct mail is effective for generating immediate leads, but
it is not the primary tool for enhancing credibility.
To build a professional reputation, you must engage in an
ongoing program of self-marketing that includes such activities as: writing
articles, writing books, newsletter publishing, speaking engagements, teaching,
seminars, networking, and being active in industry organizations and local
business clubs.
Performing these activities will lead to a higher response
to direct mail because the recipient will have already heard of you when he
receives your letter. Without these
ancillary marketing activities, your name will be unknown, and response rates
will be significantly lower.