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The quicker the better right?  Blast 1,000 people with emails and you are bound to find a potential domain buyer.  WRONG!  Times have changed and simply emailing potential leads does not work anymore.  The amazing pitch email you took half a day to write finds itself flagged as spam.  In the end you are left with a list of cold leads.  This is where snail mail intervention comes into play.  As I have come to learn sometimes technology is not always a good thing.  In the world of domaining we struggle with selling an intangible product to a market which is used to purchasing tangible goods.

How do we change this concept?

First you have to step back a few years, before email was actually mainstream.  What are you left with?  You are left with snail mail and a phone line.  In this blog entry I will focus on snail mail and why you should be using it for lead generation.  The following points are why you should be using snail mail for lead generation:

1. Snail mail allows you to make an intangible product tangible.  Since the potential lead will receive a physical letter in the mail, they are able to touch your domain name.  I am a strong believer in the concept of creating a tangible domain name.

2. Letters are less likely to be thrown away without being read.  Emails can find there way automatically into a junk mail box due to filters, while a letter will actually be opened before it is disposed of.  A basic envelope printed with your address will most likely stimulate a little curiosity for the potential domain buyer.

3. Mailing a letter allows you to include marketing material.  Everything from pens to your business card can be included in the letter.

4. The cost of mailing a letter is cheap.  Here in the United States, you can mail a letter for 42 cents.  This provides you with a 1 ounce threshold.  (Sending a letter from Los Angeles to Canada is only 75 cents!)

5. A letter provides for a professional introduction.  Potential domain buyers will take a letter more serious than an email.  The fact that you actually took the time to write a letter and mail it shows that you mean business!

Now that I have proven a couple of points on why you should snail mail your prospective domain buyer, lets talk a little about what should be included in your envelope.  I can’t reveal everything, since I am working on an ebook which will contain this topic but I will provide you with a few secrets.  Here are two tips:

1. The letter in your envelope should include a domain pitch.  It is important that this letter is written very well!  It should include your pitch, the domain being sold, supporting domain evidence which is easy to understand and at least three ways to contact you.  Make sure to provide your telephone number, email, fax and address.  If you don’t, you might actually miss the opportunity to sell your domain name.

2. Always include a business card.  I can not stress this enough.  If you don’t include your business card, they might actually think that this letter is a joke or that the person behind the letter is not running a professional business.  The business card takes the edge off of your pitch letter.  If you have a decent business card it might actually find its way into a contact manager or rolodex.  That’s what we are shooting for!

Alright, without giving all of my secrets away these concepts should definitely help you on your path to achieving domain gold!  I did not reference how to generate potential domain buyer leads, because that will be included in my ebook.  I have a feeling that it will actually cover an entire chapter.  Leads are everything and in the domaining world, the right leads can turn your domain names into wealth.

Recently I took the time to send a domain pitch letter to five potential leads.  Since the letters are actually being picked up by the post office today, I will give my potential leads around two to three weeks to respond.  If they don’t respond within that period of time I will consider them as cold leads and continue to generate new prospects.  On occasion a domain buyer lead can still remain hot, even without them contacting you.  When this occurs a follow up letter should be sent after two to three weeks.  These letters are pretty much restating what your original letter said and are used to reiterate the urgency of why the domain name might be sold soon.  I will include more information on follow up letters in my ebook.

Domain Sales Pitch Letters

Notice that I am sending out five letters at a time.  My return address looks very professional and does not give away too much information about my company or myself.  I deliberately included the website in the return address, in case the letter touches a few hands before reaching the decision maker.  For those that are skeptical about the letter, hopefully they decide to check the EMDIG.COM website and realize that this is a letter from a professional company.  The return address is displayed with the following information:

EMDIG.COM
2007 Wilshire Blvd.
Suite 719
Los Angeles, CA  90057

You might notice the letter which has two stamps.  That letter is destined for Canada.  I found a prospect who is headquartered in Canada, but also has a presence here in Los Angeles.  I decided to mail the letter directly to Canada because I want it to reach the management team as opposed to a satellite office.