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WESTINGHOUSE SECURITY SYSTEMS "CONSUMER LEAD-GETTING" PROGRAM
Far too many lead-generating programs developed for consumer markets show little imagination.
The insurance industry, for example, has been using the same approach to get leads for so long it's
not surprising mail order companies (with their highly imaginative mailings) have grabbed such
a big share of the insurance business. How many times have you received this offer: "Send me
your birth date and I'll give you a road atlas" (or some other common premium)?
The lead-generating direct mail program I developed for Westinghouse Security Systems was
adapted from the techniques used by mail order insurance companies. The basic letter, targeted
at local homeowners, began:
I'd like to send you a valuable checklist. It's yours without obligation
and will be sent by return mail.
While you don't have to spend a penny to get this special
Westinghouse checklist, it could prove priceless. It provides a
detailed guide to things to do to protect you, your family, your home
and your most valuable possessions from burglary, fire and other
emergencies.
When the checklist was requested, it was sent along with a personalized letter with a further offer:
If you'd like to know more about how a Westinghouse Home Security
System can protect you, your family, your home and your valued
possessions, I'd be pleased to have one of our security specialists
prepare a special analysis for you.
This is a free service we offer and there is no obligation on your part
other than to provide the information the specialist will need to make
sure the custom tailored system he or she recommends will meet your
specific requirements.
A copy of this letter was sent to non-respondents with this note:
I hope the security checklist booklet we sent recently was of special
interest to you and your family.
We'd still like to provide the professional security analysis of your
home which I offered in my letter which accompanied the checklist
booklet.
I'm enclosing a copy of my letter and another postage-paid reply
card you can use to request your free security analysis.
This is a free service and I hope you'll take advantage of it soon.
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