So you've finally made the decision to use Every Door Direct Mail and grow your business. You are an experienced attorney, you provide real value to your clients, and the only thing missing is consistent revenue growth at your Elder Law practice.
Many attorneys are in the same boat. Although the sky is the limit when it comes to ROI from marketing dollars, you know that marketing is easier said than done. It takes confidence, a reasonable budget, and even some guts to pull the trigger on new initiatives.
And that's exactly what is going to set you apart from most Elder Law practices — the knowledge and ability to do something about client acquisition issues.
The Basics
What do all future recipients of your direct mail offers have in common?
- They receive a pile of mail each day
- They all live within the same geographic area
- They likely have similar median household income ranges
- They all have parents or elders for whom healthcare is a current or future concern
- They all know next-to-nothing about elder law
You need to remember that most people receive a huge pile of mail each day, and sorting through it is usually a quick process. What can you do to catch their attention? What action do you want them to take? How will you get them to take such action?
Here are some tip to get the most out of your headlines:
Communicate Effectively
The headline should make it clear what you are trying to communicate. This one line will determine if the recipient keeps on reading. If the readers do not understand what you are trying to communicate, they are likely to lose interest. You should deliver your message by raising a concern and providing powerful benefits.
Example: "Will Your Estate Go to the People You Love? Call Right Now to Guarantee It."
Use Engaging Headlines
When you have a limited number of words to sell your message, you should go for something engaging. This type of headline is sure to get the interest of the reader. The heading should leave the reader yearning for more information or looking for an explanation. You can use a statement or question headline. The readers will want to know the answer and this will prompt them to read on.
Example: "One Simple Mistake Can Destroy Your Family's Estate&ellipsis; Are You Making It?"
Use Current News Stories
Another way to ensure that you have an interested audience is by using current news stories as the subject for the headline. A headline like, "ALERT: Fraudsters Targeting the Elderly" will encourage the recipients to open the mail to find out how the story applies to them or how they can protect themselves. By positioning yourself as offering a service to solve the problem, you will get responses.
Create Enticing Headlines
Direct mail is not a one-deal shot but a continuing project. You have to be persistent and this means ensuring regular communication. Headlines that leave the readers looking forward to the next mailer are very effective. You can use words to imply that the message is just one in a series of many. When offering information, do not give all the answers at the same time and conclude by promising more details in the next communication.
Example: "July Community Update: Protecting the Wishes of Your Parents"
Try Funny Headlines - Where Appropriate
Everyone enjoys entertainment, and a funny headline will often get positive attention — if used correctly. A headline that can make the recipient smile will lead them to continue reading the mail. A funny story will help to keep the readers looking forward to the next mailer. Find out the stories that appeal to your elderly clients, or their children, and you can include funny cases that you have been involved in.
Example: "How My Mom 'Escaped' Assisted Living &ellipsis;and Went Skydiving!"
Be creative, use your experience, and engage your prospective clients — the rest will take care of itself.
Launch an Elder Law direct mail campaign today!