Marketing pieces are valid….just not yours

This was the basis for two postcards I had done in 2012.  I liked them, still do. I like most things that hold up over time and the things on here do.

Then the next blurb I wrote was called “What does your agent have” this is a post I can probably write weekly if not every other week.  The same format of a solicitation keeps coming.

In my opinion, and there is a bit of data to support this, mailing campaigns still work.  Period.  We have done several this year and they have all produced several results.  Why?

  • There is a reason for mailing and it is not purely an immediate ROI that only equates to sales
  • The message in the piece is accurate and has some amount of useful information in it

The first point; If your mailing or postcard is purely to generate sales for your company, you have already lost.  You should probably go plant a tree to at least lessen the negative impact you have on the universe.  You have already wasted the time of the postal people and whoever did the mailing.  Purely trying to pull someone in with numbers is not nearly as effective as if you include some value.   Trying to get me to do a quote is “normal” but what if you have a couple of sentences of information that they can use without you?  Build some good will.

The second point; Public data is amazing but not perfect.  Using the purchase date of a home is sort of clever, but not nearly as clever as knowing when to interrupt a cycle.  Sure, I do not expect everyone to have identical coverage to me but there are a few coverages that really should be standard.  How would you answer the question “What coverage do you have?”   And the follow up to this is, “Well why didn’t you offer me this coverage?”

It’s their money, help them spend it DON’T tell them how to.

Oh, and if those numbers require “*” and really tiny print, please reconsider how you treat your fellow humans.

I suppose putting together an ” 18 things to do in 2018″ is still reasonable, but 12 in 12 feels and sounds better.  Not to mention, my views on time have evolved a bit since than.  Sure, society agrees that the years end and we all “reset” to some degree.  But to much of that mentality doesn’t work, not sure that it ever did.

 

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