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There Is Simply No Better Way To Say It: We Made One Client $89,755 In 6-Weeks...By Sending Out ONLY 2 Letters To Their Client Database.
The Client: A Philadelphia based payroll service knew the revenue possibility of selling its existing base of 1,000+ payroll clients an additional service. However, after seeing the dismal results from a mailing they did on their Premium Only Plan (POP) they turned to us for help.
What They Sent: Prior to hiring MyMarketingPartner, this payroll service mailed a one-page letter to their client base outlining their Flexible Compensation Plans. The hard costs for printing, letterhead/envelopes and postage were ~$1,300 --- this did not include the 4 - 5 man-hours it took for them to write the letter. After the letter generated $0 (yes, ZERO DOLLARS) in sales, one of the managers asked our CEO, Glenn Fallavollita, if he could improve the performance of the letter.
The Challenge: After reviewing the letter, we saw many ways to improve the letter's copy, format and low-risk offer --- the client, like many other payroll services, fell victim to using the typical "business style" of writing. You probably know the format of the letter: "Dear Mr. Smith", an introductory paragraph, two paragraphs about what they want to sell you and a closing sentence that says, "Please contact us for further information on how we can help you".
What We Did: We repositioned the letter's copy so that it hit the emotional hot-buttons of the target base. It was reworked using a simple, yet powerful marketing formula. After 6+ major changes to the letter, the client sent the letter (yes, it was still a one-page letter) to the same client database about 6 1/2 weeks after the initial one was mailed. Next, we gave the staff a sales-script to follow-up the campaign shortly after the letter hit the client's desk. We then had the client mail a second letter about 10-days after the initial mailing. |
