Best Ever Direct Mail – Getting Business
But agencies and consultants need to prospect too. And a couple have shared their winning business pitch letters with The Agitator.
First is a letter from consumer advocate and (self-described) “secret direct marketer” Charles Langley. He describes his package thusly:
I mailed it in an illuminated envelope on a rag parchment emblazoned with a wax signet and sealed with a scarlet ribbon that had to be cut in order to open the envelope. The final letter looked like something torn from the Book of Kells, or a dispatch from an Arthurian knight.
Then, to see how agencies prospect for business in the UK, try this letter from Hamilton House Mailings. Says Tony Attwood:
With a limited budget we needed to create ourselves as a brand – a direct mail company with a difference, such that everyone in our industry would know about us, even though we were stuck out in the country in a county that they probably couldn't properly place on a map.We pondered the glossy brochure – but our rivals could out-gloss us at a moment's notice. We pondered quirky mailings with pop up match-boxes and odd coloured egg boxes, but none of the research we saw ever suggested that this gave prolonged returns as a brand building exercise.So then we had an idea – quite simply our regular ordinary A5 sized 16 page on colour catalogue – exactly as normal – but with a sales letter so utterly different from anything else in the marketplace that it would be remembered …Of course the style has changed over the years – we now write the pieces a bit like a soap opera, based around a run-down English pub where the local marketing folk hang out, insult their customers, and generally lose the plot. In the UK we built a brand, totally based on sales letters.