Direct Mail For Debt Settlement Leads
Most Debt Settlement Companies have bought their share of internet leads. Debt Settlement Comapnies are ready for a change. You want to take control of your marketing. You’ve heard how well Direct Mail is working for other Debt Settlement Companies and you want to jump in.
Direct Mail is not for the faint of heart, but mailing consistently to the right prospect with the right mail piece will deliver the best quality lead at the highest conversion rate.
Before you jump into Direct Mail for you Debt Settlement Company consider the following:
Are You Mailing to the Right Audience?
This is not the place to save a few pennies. List selection is the biggest factor in a Direct Mail campaigns success. Too many times Debt Settlement Companies will skimp and choose a list that’s sub-par, either intentionally to save money on the campaign or the Marketing Company they’re using will steer them in that direction (so the Marketing Company can save a few pennies). Don’t do it. If you’re going the modeled data route beware – you may be told you’ll get a high response rate, but lead quality will not be there. My experience is that if you choose credit data, data from the credit bureaus for mailing to Debt Settlement prospects, you’ll have better quality leads and higher closing averages.
Will Your Marketing Piece Get Noticed?
Consider the Debt Settlement Prospect when choosing your mail-piece. It should be written and designed with the prospect in mind – not you. Mail get’s sorted into 2 groups “important” and “junk mail”. First step is to get into that first pile, do that and you’re half ways there!
Does the Copy Grab the Prospects Attention?
You’ve got the client to open your mail-piece, now you need to get their attention. You have about 3 seconds to persuade the reader to keep reading. The copy should be written to address the Debt Settlement prospect. Fear of loss, hope for gain, solution-based, these are common themes that should be woven into the mail-piece. Follow the theme from the outside of the piece through to the interior (content). Stray from one theme by trying to merge multiple ones and you’ll confuse the reader. remember K.I.S.S.
Call to Action
Close strong and have multiple calls to actions. If the copy is scripted properly the Debt Settlement prospect will dread loosing out if they don’t call you. Use deadlines to convey urgency. Consider rewarding the client to call as well as potential losses for them if they don’t call.
Tracking and Testing
This is part of the job that should be completed by the manager of your campaign. Tracking the data, the piece, and other important variables will help steer the campaign in the right direction. A/B split testing using a control piece will further help you optimize your Direct Mail and ensure you stay ahead of the competition.
