Recently, 485 consumers were interviewed and asked which type of marketing they responded to most favorably.  In other words, which marketing method motivated them to buy most often.?

This study - conducted by International Communications Research - found that the majority of these consumers (by a four to one margin) preferred ONE specific type of marketing.  It is a method used by Fortune 500 companies as well as successful small businesses.

THIS MADE AN IMPACT

Which type of marketing is preferred by most consumers?

Direct mail marketing.

Want prospects to call you?  Use a well-written, targeted, attention-getting direct mail letter.

A LETTER THAT WORKED

Rarely has a direct-mail letter made such an impact on me.

Because of this letter I made a telephone call.  The sender (Susan) made a sale.

What made the letter so compelling?

Nothing fancy and nothing complicated.

No big words. 

Just a simple, easy-to-read letter from one person to another.

THE HISTORY

Five years ago the accountant who had been preparing my federal income tax returns left the firm she had been working with.  Susan decided to take some time off after a bout with cancer.  I began using the services of a new accountant (new to me) and then, a year later I received an amazing letter from Susan.  It caught my attention immediately.  Why?  Because it was so personal and genuine.  Here it is.

SUSAN'S LETTER

Dear Ann,

"It has been very long since we talked but I hope life is treating you well.  You have probably had many changes in your life as I have certainly had in mind; all good, I hope.  It would be great to hear what has been happening with you and how you are doing.

(The personal and friendly tone was an attention getter.)

"I have no idea if you continued to use [name of her former accounting firm] for your taxes but I thought I would let you know that I am available to help if you are contemplating a change. 

"I definitely needed to make a change when I left work for a while so my practice changed but my work is still the same. 

"I work now with a friendly, service-oriented and well-established CPA firm centrally located across from [well-known furniture store] on Virginia Beach Blvd.  Much like my old office, we service small businesses for their accounting and tax issues, as well as individuals, trusts and estates for tax specialization.

(Susan described the location of her company clearly, as well as the type of services her current CPA firm provides.)

"It would be my pleasure once again, to assist you with your tax preparation and any other financial or business needs that you might have.  I always enjoyed time with you and doing your tax work.

(Again, the friendly tone was appealing.)

"If a year-end review is in order, or you would like a second opinion on a financial move, I am here to help.  If I can be of service in any way, please call or email me anytime.  If you need nothing now, then please keep me in mind for the future.

"It never hurts to consider new options and in any case, it would be great to work with you and see you again.  I hope to hear from you and hope you will call or email me.  It would be great to catch up!"

Warmest regards

Susan [her last name]