You put a stamp on the return envelope. You make the survey a multiple choice form where they only have to circle the appropriate action. You perform all the steps that you can so that they are basically required to just circle a few answers on a form, and place it in the mail.
Also, give the prospect a little incentive to performing the desired call to action. In the example above, you can offer a gift certificate to everyone who completes and returns the survey. That will definitely increase your responses. Another idea is to give them a coupon (ie. $150 off closing costs) if they perform your call to action.
I believe that after the headline, the call to action is the most critical part of any marketing campaign. Be sure to remember that you want to get your prospect to raise his or her hand as early in the process as possible, and the only way to do that is by making the resistance to taking the call to action minimal. Give incentives. Give choices. Make it easy.
Joe Pahl is a marketing consultant and co-creator of the Loan Maker Gold System for Loan Officers. To learn more marketing strategies targeted at loan officers and orginators, please visit http://www.LoanMakerGold.com.
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