Do you use pre-approach letters to get appointments? Are you satisfied with the results of those letters? This article will show you how to make your results better and help you adjust your letters.
It is important to realize that if you spend the money and take the time to mail a preapproach letter, the results must be greater than the cost of the mailing. It doesn’t have to work. If it doesn’t, then you can continue doing what doesn’t work. It’s not surprising that people continue to send letters they know don’t work, and still expect miracles.
To make a preapproach letter work, there is an incremental process. First, open your letter. When sending these letters, don’t use fancy letterhead envelopes.
Your letter must look personal if you want it to be opened. A plain envelope, hand addressed and stamped with a live stamp is the best and most cost-effective way to achieve this. A live stamp is a simple postage stamp that you can buy at the postoffice, and not bulk meter postage.
Your reader is sorting through their mail while standing in front of the trash basket, deciding which items to keep and which ones to throw away. Your reader opens yours because they are curious about who sent them the letter. This is the first step.
Your letter must look personal when they take it out of the envelope. Don’t forget to use plain paper for letterhead. You will immediately trigger their defenses if you do. Your first sentence should clearly convey the value you are providing to them by beginning to read your letter. They should immediately understand that you care about them.
A personal appointment or free review will not be perceived as value by the reader. They don’t know what they are thinking. They don’t know you at all and don’t see any reason for you to make an appointment. This is a bad offer.
They will be able to perceive value in the right offer. Tell them what they want and the steps to take in order to receive the offer. Next, let them know that you are available to help.
Some people will respond immediately while others may take their time. To properly follow up with each person, you need a system. When you reach out to people, your goal is to find out if they are a potential client. Only make an offer to an appointment to people who are highly qualified and willing to learn more about you.
Compare your pre-approach letter with the suggestions in this article. Your letter should be improved and refined. Next, carefully choose who you will send the letters to.
You’ll get great results from your letters if you know how to create your own list. When you send small amounts of qualified leads, you won’t waste marketing dollars. Selling insurance isn’t so difficult if you just quit doing the wrong things and start learning how to do what works.
