Build others | It’s in the message | It is not all about BDM’s
Date March 10 2015
Interview Kevin Turner – Real Estate uncut
7.59-Kevin: Carl we talked yesterday about you know why direct mail and I finished it off
by saying about the message but what’s the important message about the
message you’d like to give us this morning.
8.11-Carl: Yeah look, I mean what it’s certainly you know in terms of what you’re putting out there it has to be specific to your audience it needs to be tailored based on your target audience so you don’t want to put the same message out there for example a large family that you do for a professional couple.
8.28-Kevin How important is it to differentiate between, what we say and how we say It.?
8.33-Carl: It’s extremely important I mean understanding different reader styles is really important so you can say something to one group of people and another group of people will read it completely differently
8.44-Carl: you defiantly got to understand who it is reading that’s reading your content.
8.49-Kevin The other thing to the difficulty with anything written is the inference I mean if I’m talking to you now I can put inference on different words and emphasis on certain things which you can do it I guess in text but it a little more difficult isn’t it?
9.02-Carl: Absolutely yes, so look we tend to work with clients on tailoring there letter style to suit the audience that it’s going out to and making sure it’s appealing to that particular audience.
9.14-Kevin: What about things like call to action?
9.17-Carl Yeah absolutely look my belief is that every letter needs to have a call to action don’t leave it up to the reader to decide what to do next you need to tell them what to do.
Always use a PS at the end it’s the second most read part of the letter after the heading and give them some direction for further information whether that’s further reading on- line for some video content you know just keep them engaging with you as much as possible
9.39-Kevin: Many people when it comes to direct mail will say oh yeah well it’s much cheaper though for me to send bulk email and while it is I think that’s also showing a little bit of ignorance about the true cost or the true benefit of direct mail and that what I want to talk about tomorrow my guest is Carl Quested the book is called Alpha mail.