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In addition, your standard mail should look like first-class business mail. It should also not give the city and state from where the mail was dropped -- just the ZIP code. You want recipients to assume it is local, first-class mail.
Your envelope needs a full return address with a company name. Try not to use a post-office-box address, and do not use the word "mortgage" in your name.
Don't write anything extra on the envelope, either. If you do, you are tipping off the readers. If they see anything that makes them think it's junk mail, they might throw it away without opening it.
What's inside: The letter
Your letter must make an emotional connection with your prospects.
First, your letter should never be about you or your company. Make it about your prospects. Always focus on what they get out of the deal.
It must also make a specific offer, which should be attractive and believable. Savings of $400 per month is enough to get a reaction, and it is believable. Savings of $9,000 per month, on the other hand, is simply too much for most consumers to take seriously.
Do not be afraid of words. If your prospects are interested, they will read several pages of text. If you can give them 20 good reasons to call you, don't stop at 10.
You must write for reader comprehension. Use small words, short sentences and short paragraphs. Break up your letter with headlines and examples. Write at a seventh-grade reading level.
Use the back of the letter, as well. You are paying a lot of money to send these letters, so use all the space available to tell your story.
Your ultimate objective is to make your prospects feel good. But first you must remind them of a problem and show them the solution. Show your prospects that you understand their problem and that you have the best solution. If you prove that you are their best choice, you will win their business.
Building credibility and trust
Your prospects have their own prejudices and opinions. Some will believe a guarantee. Others will believe testimonials. Still others will believe certifications and endorsements.
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