To get other businesses to trust you, as this direct mail piece shows, you have to demonstrate that you’re worthy.
Mailer Name: Kabbage
Date Mailed: January 2016
“You’re steps away from growing your business!” proclaims the teaser on this #10 mail campaign. Three check-pointed benefits give the prospect a few reasons to see what’s inside the envelope. After all, what business wouldn’t want to “Get approved online in minutes”? But the two endorsements above it, from the Better Business Bureau and Forbes magazine, help as well.
And ,the letter inside continues both threads. The body sells the ease of applying for business capital using mostly short sentences. Like some other small business lenders disrupting the marketplace, it sets itself apart from the brick-and-mortar world. “No hassle. No forms. No visits to the bank,” it boasts in bold-faced copy.
Down the right rail, in addition to a prominent call to action, the letter repeats the BBB and Forbes seals of approval. It also claims that the company has made “more than $1 billion in small business loans.” At bottom, the letter displays additional social proof. The logos of media sources like Inc. magazine and USA Today indicate where stories have featured the company.
A buckslip included in this direct mail package offers the customer an incentive for a referral. Each friend-get-a-friend inquiry that results in a new customer nets the customer a $200 reward. The other side of the slip offers reassurance that the company wants to help small business to succeed. “We’re more than just a lender,” it says, and points to online resources like webinars and e-books.
Go above and beyond to convince prospects that you will help them solve their problems every day.