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Un-Marketing
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| Jan 11, 2007 8:50 pm |
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re: Question on Making Direct-Mail Campaigns Worth The Effort |
Paul Strauss
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Experience is not the best teacher. The best teacher is someone else's experience.
Invitations work- but direct mail campaigns work just as well and the cost per lead is lower. The marketing method I use is a multi-step direct mail campaign and it works. It goes out to a highly targeted market-- and on that point, you're right: Narrow your focus.
(By the way, does this store have a customer list? If not- that's step numero uno. They need to start collecting customer data-- name, address, phone number, & e-mail address of every single person that enters the store)
1. Crappy little postcard goes out-- and it IS crappy. It's bright yellow so it sticks out and the headline is captivating-- they can't put it down. (I'll give you $30,000 to $50,000 worth of examples right here:
Charlotte’s Web can’t save >your< bacon…when it comes to retirement, most Americans are cooked...
7 ways to sell your property in 27 days or less in any market
Our students say it feels naughty to retire so nice…
Why some people almost always make money in the real estate market…
Why invent mediocrity when you can model excellence.
You can do it yourself, but it won’t be easy)
2. Letter goes out marked "Second Notice" on the outside of the envelope-- addressee is handwritten.
3. 2nd Letter (Third-notice)
4. 3rd Letter FINAL NOTICE!
5. "maintenance" postcards until they move away or die.
Theory being that when they finally DO have a need for my services-- they're subconsciously pre-programmed to use me over someone they never heard of.
Of course, all this is backed up by the website, and yada yada-- on the post card, in each of the letters, and on the website they're offered a "FREE Report" and really more information than they'll know what to do with until they finally contact us and get involved with us.
You've got the relatively easy job of selling chicken that's ready to go. All you have to do is identify the market of people that will eat chicken in the first place and who will pay for convenience. I can think of a half dozen headlines right now for that postcard. Not going to-- well, unless you want to write me a big fat check ;) but I could...
Private Reply to Paul Strauss (new win) |
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