Know-How Exchange : Advertising/PR

Stephen...
the best way to answer this question is to put yourself in the mindset of your target market. How would you respond to a sales letter sans brochure? I think the answer is obvious.

Your primary tool will be the letter, however, the added benefit of a printed brochure will give you higher response rate provided it is well designed and written.

Busy people don't always have the time to get online and check out a website. Once you have lost their interest, your chances o getting them back becomes ever more diificult. So hit while the iron is hot.

Dear,

Your purpose is first to invoke their interest in your website and induce them to register their agency.

Business people you target are busy. Of course, you should target the busy agents because they are the ones who really know how to get the business and they are the ones who really make money, seek more and look for opportunities.

You have already thought of sending powerful letter and or brochure. As an another member have suggested attach with your letter a well designed, well drafted and well presented brochure. It could be just a mini or brief brochure. I suggest that brochure should be just of few pages to brief them as to what you are into or giving just a feel of how it is going to be. Though you might reproduce some messages from your website they would after all going to experience virtuality in your website and going to get lot of live features in it which are just suggestions in your brochure.

The letter and brochure should invoke their interest. Then as an incentive you would suggest a free membership registration. Also you can have some prize scheme for the lucky ones of these registered members.

Or First send your short and sharp letter informing that soon they would be getting chance to become a free member in your website that would give them access to powerful new sales tool that you offer. Then as a follow up, you could provide your brochure in the form of VCD which would link them to the website straight enabling them to register themselves.

These all are not waste of money but investments on promotion. But, you should have a thorough list of your most potentials so that things don't get into drain.

Best Wishes,

kannan

Why would you not use email marketing? It should be easy to get managers emails. You will get better response it will be faster and cheaper, plus they can go directly to your website, when they are online, to sign up.

I would consider and oversized postcard. Doesn't require time to open and if you have a catchy message on the front a good percentage will read the back. I would also incorporate an e-mail campaign as it is basically free, so even a low response rate would be desirable. i am a new agent and like e-mail correspondence.

Good luck.