RE:
Mailing critique
1.
You
can now obtain the comprehensive services of a licensed designer for your
interior design needs is a weak lead for several reasons.
2.
To
begin with, there is no benefit. You do not explain WHY it is advantageous to hire
a designer even though most people do their own interior decorating. So if I
have never considered hiring a pro, you have given me no reason to do so now.
3.
The
fact that I can now obtain the services is of no interest. I could ALWAYS
obtain such services just by looking in the Yellow Pages. You are not offering
me anything new or exciting, or that I thought was exclusive and beyond my
reach or knowledge.
4.
A
better approach might be to overcome the myth that interior decorators are for
the rich only and beyond the reach of the people you are mailing to. For
instance: Did you know that, for a limited time, you can now have your home's
interior design needs assessed by a top professional designer -- absolutely
FREE? This would work if your initial consultation is free.
5.
A
similar approach: Did you know that you can now hire a top interior designer
to make your home beautiful, for much less than you would ever have thought
possible? This could explain how the fees are based on individual needs, or
how you charge a nominal fee for actual design services, because you make your
money on the furniture and art you sell.
6.
The
rest of the first paragraph is weak because it is all about you and your firm,
and not at all about the client or her home. The prospect is interested in
making her dreams of a stunning home come true, not uncompromising quality
and other cliches. You must rewrite the lead to focus on the prospect -- her
dreams, desired, fears, and needs -- and not you, your company, your 29 years,
your innovation. For instance: Have you ever walked into someone's home -- and
become instantly awed by the grandeur, scope, and beauty? And have you ever
wished people had the same reaction when walking into YOUR home? Well, you can
make that dream come true -- for a tiny fraction of what you think it would
cost.... (That is not copy,just an
example of a tone and direction.)
7.
The
second paragraph is great and would tie in nicely with suggested lead #5 above.
I think you could start with lead #5, then go to paragraph #2 and build on it
for a very effective letter.
8.
Paragraph
#3 is adapted from my copywriting letter which works great for copywriting but,
I think, is not applicable to your business. Advertising is a deadline-oriented
business with my clients always on deadlines for ad insertions and mailings. I
do not think interior design is similarly time-pressured (it is rarely urgent)
and therefore this paragraph is not applicable. Delete.
9.
I
would replace the current paragraph #3 with a description of the free initial
consultation, making it sound really valuable and helpful. Tell the reader that
whether she uses you or not, she will get some inspiration and ideas during
this session that she can use ... and that it is FREE, with no obligation or
sales pressure of any kind. Make it seem really valuable, so that I would want
to schedule it even if I am not sure I want to go ahead and hire you.
10.
Add
a business reply card the prospect can send back and ask you to call her to
arrange the initial consultation.
11.
Your
2-page profile has 3 nice photos. If you enclose it with the letter (optional,
in my opinion), you might consider this outer envelope teaser: FREE interior
design ideas enclosed for your review.
12.
I
actually think you do NOT need to include this and instead should offer an
expanded version to people who respond to your mailing. See point #16 below.
13.
The
description of you and your services in the profile sheet are adequate,
although they could be rewritten to be stronger and you should proofread to eliminate
the typos. The headings (Introduction, Objectives, Conclusion) sound like a
term paper or lab report, not a sales piece, and could be much stronger. You
can expand this existing 2-page profile into a 4-page guide using the
suggestions in points #16-17 below.
14.
Another
problem: I think a big reason you are getting a low response to your mailing is
that very few people are actually at the stage where they are thinking
seriously of redecorating when your letter reaches them.
15.
Therefore
your mailing should have both a hard and soft offer. The hard offer is
the meeting -- a free initial consultation -- which only serious and somewhat
serious prospects will spend the time on.
16.
What
about people who might want your services down the road but are not ready to
sit down with a designer now? You need something to get them to respond. You
can offer a more detailed color brochure with more photos of your work. Give it
a value added title like Design Ideas for Gracious Living. Put captions that
highlight the unique design idea in each job.
17.
Add
some copy that is not just about your firm but that presents your design
approach and philosophy. Break it up into 10 or so numbered points, and write
it in a style that one would see in a home magazine article. Title the list 10
Great Design Tips for Your Home.
18.
Most
people are clueless about how to furnish or arrange furnishing and artwork in a
room. They don't know how to get the look they want, and many cannot even say
what that look is without your help. They do not understand that a designer can
do anything from completely redecorating a home or room, to rearranging
existing furniture, to working with an architect to design a new home. Offer to
help them solve these problems and they will be interested.
19.
Add
a P.S. in the letter that encourages the reader to send for this brochure or
guide. Describe its contents -- the photos (before and after preferable), the
useful advice. Offer a free copy. Urge them to get it even if you're not now
thinking about redecorating or interior design now.
20.
If
you do this, the reply card should have two boxes: [ ] Call me to arrange a
free initial consultation, [ ] Please send me your FREE 10 Design Ideas for Gracious Living guide with color photos and
design tips.
21.
Fern
mentioned that you get most of your business from referrals and that you are
concerned that this letter may not work. I think you will maximize your
response by following the advice above, especially points #19 and 20.
22.
However,
you might want to develop a program of referral marketing. For example, make up
certificates good for a free initial consultation. Give the certificates a cash
value (e.g., $100). Send a small supply of certificates to architects,
builders, contractors, carpenters, and other professionals who serve the same
markets you do. Encourage them to give the certificates to their customers as a
valuable free gift.
23.
The
customer gets a free design consultation worth $100. The professional making
the referral builds goodwill by giving their customer a valuable free gift that
costs them nothing. You can further encourage referrals by offering a small
gift, such as dinner for two in a great restaurant in your area, as a thank-you
for all referrals that turn into work for you.
24.
You
might also consider creating a small quarterly newsletter (printed or online)
that you send to prospects who have inquired but not yet bought. That way, when
they ARE ready to talk to a designer, they have top-of-mind awareness of you
and your firm. A quarterly postcard mailing would work just as well.
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