Swift Capital’s Direct Mail Is All About the Numbers
Making a customer’s decisions easier helps make this direct mail package work.
Mailer Name: Swift Capital
Date Mailed: April 2016
Swift Capital provides short-term business financing solutions for business customers. It is among a host of alternative, non-bank lenders that arose following the tightening of credit after the Great Recession. To set itself apart from its competition, the company uses several tactics.
First, the outer envelope offers salvation with a teaser “Your search for business funding ends here.” A burst adds a benefit: “Same Day Approvals.” Another tag tempts: “Get up to $500,000 With a best price guarantee.”
The back of the envelope restates two of the benefits from the front. It also includes the logos of several media and accreditation organizations. This implies some kind of endorsement of the company. The envelope’s design also suggests safety. It’s printed with a subtle security pattern using Swift’s own logo.
Next, in the letter inside, a large headline dominates the Johnson Box: “1 Day Simple Business Funding.” The body of the letter concentrates on the simplicity and ease of applying for working capital. The process requires as little as 5 minutes, it says, with a deposit “within one business day.” And, it boasts, the company “has helped over 20,000 business owners … get access to over $500 million.”
Finally, a buck slip included in the mail package also breaks out the big type to highlight numbers. One side reminds the customer of the call to action: “2 Easy Ways to Apply.” The other side lists “5 Things Your Bank Won’t Tell You.” This appeal to fear is classic direct mail, straight out of Mel Martin’s playbook for Boardroom’s books and newsletters.
By looking at the entire piece, you will fully appreciate how Swift Capital drives businesses to apply. To download a free PDF of this mail package, courtesy of Who’s Mailing What!, please click here.
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Paul Bobnak is the director of Who's Mailing What!, the most complete, searchable and fully online library of direct mail and email in the world. He has read and analyzed thousands of direct mail packages (offers, copy, designs, incentives and formats) and email in more than 200 industry categories, including retail, nonprofits, insurance, telecom, B-to-B, financial services and publishing. He writes for the e-newsletter Today @ Target Marketing and has been a judge in NonProfit PRO's Gold Awards for Fundraising Excellence since 2006.