I re-produce this message in its entirety as I like Rod's style. It's a great offer if you have a direct mail letter that you want reviewed.
Rod can be contacted at mail@solicitorsinstitute.co.uk
---------- Original Message ----------
FROM: Rod Sloane <mail@solicitorsinstitute.co.uk>
TO: <mail@solicitorsinstitute.co.uk>
DATE: Mon, 19 Jun 2006 10:24:44 +0100
SUBJECT: Solicitors Marketing Tips : How Not to Write to Clients
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Solicitors Marketing Tips
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It’s 4.17pm on Friday 2nd June 2006.
I have just returned home after having run a marketing seminar.
There awaiting for me is an unsolicited letter from one of West London’s
leading law firms. I can tell it’s from a law firm because they have run it
through their Pitney Bowes franking machine.
Their name is all over the envelope.
Now, most people don’t like to receive unsolicited letters from solicitors.
They worry. Is it an invoice? Or Worse?
However, I love them.
Maybe it’s a cheque to attend one of my seminars!
Or just some handy educational material.
Now in my previous Solicitors Marketing Tips, I was encouraging
you that direct mail is a great marketing tool.
Well maybe somebody from this law firm had been reading me, because when
I opened the letter, that’s what I read.
A marketing letter from a law firm.
Crikey!!
Here’s what I liked in the letter
It made me an offer to use their services
It had a headline
Here’s what they could have done better:
1. They could have used a larger font, so I could put down the magnifying glass
2. The letter could have had much clearer instructions on how to respond.
3. There could have been a P.S. with a summary of benefits
4. The copy could have been much less legalise
5. They could have written to me not the previous home owner who moved 18 years ago!
However, the main reason I like the letter was they actually decide to stand up and start to market their legal services.
They actually did something. And for that alone, I applaud them.
Now I believe that you can reactive past and current clients with a simple letter.
But please, don’t make the elementary mistakes in the one that I just received.
So dear reader I am going to give you an offer.
My World Cup 2006 offer.
Don’t worry this has nothing to do with fitness of Michael Owen.
But it has to do with the fitness of your marketing letter!
I want to help you issue stronger and more compelling marketing messages.
Here’s the great bit, you can take on board my suggestions or ignore them.
It’s your Call.
Here’s my offer.
For as long as England stay in the World Cup I will review one piece of your marketing
material each week.
I will give you three suggestions on each piece of material, they will be two things you
could add to your copy more compelling and one thing you should drop.
Or if your marketing copy is brilliant, I will tell you.
All of course, in the strictest confidence. No tabloid revelations!
So if England reaches the final (!!) on July 9th you could end up emailing me up to five marketing pieces.
Here’s the real bonus, no charge for this.
No charge.
Now you might think I’m crazy, but I know that over 90% of you reading this will ignore this offer.
Another 5% will never get round to taking any action.
So probably less than 5% of you reading this will take me up on my offer.
All you have to do is email me your marketing material I will give you simple feedback.
Take up my World Cup Challenge!!
Be Different not Better!
Warm Regards
-Rod Sloane
Free review of your direct mail letters