Discover’s Financial Mail Educates and Sells
Your direct mail campaign may be worthless to some of your prospects, so you need to focus on the right ones, as this effort makes clear.
Mailer Name: Discover
Date Mailed: February 2016
Beginning with the teaser on the front of the #10 envelope, this personal loan offer begins screening some prospects. “CIRCULAR ENCLOSED: 10 Simple Steps to Financial Freedom,” it reads. That eliminates some people who may be skeptical, or have already achieved this status. There’s no easy way to identify who mailed this without opening the envelope.
Inside, the 3-page letter notes the excellent credit record of the addressee. There are three types of credit card holders, it claims, but says that people who pay off their balances may not be interested in the company’s loan pitch. Much of the remaining letter copy explains why it is different from those offered by other institutions. The actual loan application is on the back of the third page.
As teased on the outer, a “Living Debt Free and loving it!” circular is included in the mail piece. Across four pages, it lays out a ten-step plan for the customer to pay down their debts. It uses the comparative technique to show how one customer saves money with the loan, while a non-borrower doesn’t. Finally, several FAQs allow Discover to restate the benefits of taking out a loan.
You can view the entire Discover package to see how the company differentiates itself from its competitors and educate prospects. To download a free PDF of this mail piece, courtesy of Who’s Mailing What!, please click here.
Freedom’s just another word, and a powerful one, for relieving your prospect of stress and anxiety that they may be feeling.