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Direct Mail- Web Design Clients

by TakenAction
15 replies
I have tried direct mail trying to get web design clients without much luck.

What I tried:

-White #10 envelope
-Handwritten address (blue ink)
-3 page sales letter
-Call to action= Phone number to call and schedule phone appointment & website link to a online scheduler to make phone appointment.
-Target Market= Construction business owners and marketing directors (who the email was addressed to)
-Businesses targeted= $500k-$2.5M annual revenue & Colorado businesses
-service offered= Web Design/ Re-design w/ guarantee of increased conversions.

Letters sent= 200

Response= 0

Most likely the copy writing was not very good and did not make the reader want to take any action. I did not create the copy, I paid someone on this site.

Does anyone have any expereince in this field of generating higher end clients through direct mail? What would you do differently?

Also, if anyone has a swipe or anything that could be of help for a good copy for web design services, that would be much appreciated.

thanks!
#clients #design #direct #mail #web
  • Profile picture of the author ThomasOMalley
    There are some good lead generation letter samples for service providers in Bob Bly's book, The Encyclopedia of Business Letters. It's available at amazon.com.

    You might also want to consider doing a sequence of lead generation letters to a targeted list of prospects. You should study Jeff Dobkins' book, How to Market A Product for Under $500 on writing a sequence of lead generation letters.

    Best wishes,

    Thomas O'Malley
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  • Profile picture of the author Benjamin Farthing
    Yeah, zero response out of 200 doesn't sound real successful.

    How targeted was your list?

    People already on the front page may think their website is doing just fine. They won't see the need to increase conversions.

    Contractors in general often don't realize how many of their clients can come through their websites.

    B2B web services often requires educating the prospect.

    You might also try postcards. There's no envelope to open, so your hook can pull them even if all they give you is a glance.

    Most of all though, I'd say to get on the phone. In the PS of the letter, say that you'll call them in a few days to follow up. Then do it.
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    • Profile picture of the author TakenAction
      Originally Posted by Benjamin Farthing View Post

      Yeah, zero response out of 200 doesn't sound real successful.

      How targeted was your list?

      People already on the front page may think their website is doing just fine. They won't see the need to increase conversions.

      Contractors in general often don't realize how many of their clients can come through their websites.

      B2B web services often requires educating the prospect.

      You might also try postcards. There's no envelope to open, so your hook can pull them even if all they give you is a glance.

      Most of all though, I'd say to get on the phone. In the PS of the letter, say that you'll call them in a few days to follow up. Then do it.
      Awesome much appreciated! Yeah I heard following up with a phone call increases conversions like crazy. Yet, I didn't do it :confused:

      I will this time around. The leads were found through infofree.com so that is a pretty reliable source.

      What kind of businesses would be idea targets for web design services?

      I was thinking lawyers? Thoughts?
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      The best thing you can do is put yourself out there.

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      • Profile picture of the author splitTest
        Originally Posted by TakenAction View Post


        What kind of businesses would be idea targets for web design services?

        I was thinking lawyers? Thoughts?
        I feel for you. Web design is a really tough business these days.

        As the technology advances, it's increasingly easy for people to build their own "good enough" sites. You're also competing against the big companies advertising free "custom" websites right on tv, like Web.com. Then there are all the web designers in places like India and the Philippines who can easily undercut you on price.

        All told, for a service like creating (or redoing) a website, getting zero responses from a list of 200 (not even "opt-in" contacts) isn't surprising, imho.

        But to answer your question, here's an idea: Do a google search of websites that have been done in Flash. There are still plenty out there, and they're getting old fast. Even laymen know it's not a good idea to have an entire website in Flash, so they're ripe for a redesign.

        Approach them directly, pointing out how many millions of devices their sites won't work well on, how flash is a deprecated technology, etc., etc. Tell them why these days they need a "responsive" site on top of it all.

        Offer to reproduce their site -- even spruce it up -- in HTML5 or Wordpress. Throw in all the bells and whistles they might be impressed by, including SEO. Work with an SEO writer if you need to. Maybe you can get whoever writes your letter for you to write web copy and split the fee.

        I forget the specific Google code to find flash-based websites, but you can probably Google that.
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        • Profile picture of the author TakenAction
          Originally Posted by splitTest View Post

          I feel for you. Web design is a really tough business these days.

          As the technology advances, it's increasingly easy for people to build their own "good enough" sites. You're also competing against the big companies advertising free "custom" websites right on tv, like Web.com. Then there are all the web designers in places like India and the Philippines who can easily undercut you on price.

          All told, for a service like creating (or redoing) a website, getting zero responses from a list of 200 (not even "opt-in" contacts) isn't surprising, imho.

          But to answer your question, here's an idea: Do a google search of websites that have been done in Flash. There are still plenty out there, and they're getting old fast. Even laymen know it's not a good idea to have an entire website in Flash, so they're ripe for a redesign.

          Approach them directly, pointing out how many millions of devices their sites won't work well on, how flash is a deprecated technology, etc., etc. Tell them why these days they need a "responsive" site on top of it all.

          Offer to reproduce their site -- even spruce it up -- in HTML5 or Wordpress. Throw in all the bells and whistles they might be impressed by, including SEO. Work with an SEO writer if you need to. Maybe you can get whoever writes your letter for you to write web copy and split the fee.

          I forget the specific Google code to find flash-based websites, but you can probably Google that.
          Thanks for your response! Also, thanks for the advice on the flash

          I do really think it was the copy, it just was pretty bad and really didn't push them to feel the need to respond.

          I am planning on pretty high end clients ($10k) for a website.

          I feel like we can do that since now I am putting in the service of a full review of there website (audit) by a conversion optimizer expert (yes, I have found one at a reasonable rate) and the whole package comes with a moneyback guarantee if we do not increase their sales or whatever their goal is through their website.

          I really do feel, with the right copy sent to the right business owners that this plan will really thrive.
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  • Profile picture of the author ThomasOMalley
    When you follow up with phone calls, you need a solid telephone script. I highly recommend you get Bob Bly's book, Selling Your Services. Bob has great info. and telephone scripts in his book.
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  • Profile picture of the author colmodwyer
    Any chance you can share the letter?

    You might want to change the offer to a no obligation consultation offer too...

    -----

    Dear [Name],

    I've been reviewing your website and my head is spinning...

    [PERSONALIZE - Problem with your website, 1, 2, & 3.]

    Frankly, I have a lot more to share with you. And I think it could significantly boost your bottom-line and make you a hero in the eyes of your boss.

    Consider [TESTIMONIAL]...

    Etc

    -----

    Timing is really important here too. Though your list selection seems like it makes sense, website build / redesign can be a huge project / headache. So unless it's on folks mind to do so, it takes some pretty hard convincing.

    Better to try and get your offer in front of folks who've raised their hands as someone looking to build / redesign a website. Then you just need to convince them you're better than the other guy, which should be easy if you know just a smidgen of direct response marketing / conversion optimization.

    Colm
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    • Profile picture of the author multipliedmike
      Originally Posted by colmodwyer View Post


      Timing is really important here too. Though your list selection seems like it makes sense, website build / redesign can be a huge project / headache. So unless it's on folks mind to do so, it takes some pretty hard convincing

      Colm
      Bingo. Web design is a big sell & unless they've been thinking about it (tiny percentage, if any), they are not going to go as far as making a call. Remember, calling is a big commitment & it's not like they're simply calling to place an order. They're expecting to be sold & rarely is that an exciting feeling.

      Let's forget about the copy or list for a second. The way I see it, you need to re-focus on three key areas:
      1. Your Offer - sure, it's great if they call & I would definitely leave the phone number, but don't discount the idea of a lesser offer to get them in your funnel. You need to inject fear & then hit them with a strong lead magnet or small front-end offer. Demonstrate value first. Offer something other than a consultation that will help capture more people & then lead them through a sales process where you can build trust & lead them into a phone consultation.
      2. Your Backend & Followup - right now, you've got a one-trick pony. You either get a call or don't get a call. As I mentioned above you want to take the strategy of getting more prospects into your funnel. From there, you focus on followup & structure your back-end so even those that aren't immediately ready will be put on your mailing list or downselled. Now, you can keep marketing to these guys & get them to buy more down the road.
      3. Using a More Targeted Approach (In Addition) - now, if you really want to get big clients in this industry, I would individually approach who you feel are ideal prospects with a more targeted & personal approach. For instance, you send them a screenshot of their site with all the things they are doing wrong, spit some knowledge & get them to respond to hear what they need to do to fix it & how you can do it in the best way possible.
      Try combining these approaches & I guarantee you will start getting a response. Also, if you're targeting specific industries, I hope you're creating targeted landing pages. Each industry you target should have their own page as if you specialize in their industry.
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      • Profile picture of the author TakenAction
        Originally Posted by multipliedmike View Post

        Bingo. Web design is a big sell & unless they've been thinking about it (tiny percentage, if any), they are not going to go as far as making a call. Remember, calling is a big commitment & it's not like they're simply calling to place an order. They're expecting to be sold & rarely is that an exciting feeling.

        Let's forget about the copy or list for a second. The way I see it, you need to re-focus on three key areas:
        1. Your Offer - sure, it's great if they call & I would definitely leave the phone number, but don't discount the idea of a lesser offer to get them in your funnel. You need to inject fear & then hit them with a strong lead magnet or small front-end offer. Demonstrate value first. Offer something other than a consultation that will help capture more people & then lead them through a sales process where you can build trust & lead them into a phone consultation.
        2. Your Backend & Followup - right now, you've got a one-trick pony. You either get a call or don't get a call. As I mentioned above you want to take the strategy of getting more prospects into your funnel. From there, you focus on followup & structure your back-end so even those that aren't immediately ready will be put on your mailing list or downselled. Now, you can keep marketing to these guys & get them to buy more down the road.
        3. Using a More Targeted Approach (In Addition) - now, if you really want to get big clients in this industry, I would individually approach who you feel are ideal prospects with a more targeted & personal approach. For instance, you send them a screenshot of their site with all the things they are doing wrong, spit some knowledge & get them to respond to hear what they need to do to fix it & how you can do it in the best way possible.
        Try combining these approaches & I guarantee you will start getting a response. Also, if you're targeting specific industries, I hope you're creating targeted landing pages. Each industry you target should have their own page as if you specialize in their industry.
        Thanks very much for your response! Yeah I have always thought about the lead magnet idea of providing value first to "prove myself" first. I appreciate your time, thanks.
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        The best thing you can do is put yourself out there.

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  • Profile picture of the author AffordableMarketingLists
    I think you're really missing the boat on pieces.

    A 200 piece drop is tiny. To get any idea of what's really going on you usually need to be dropping at least 1,000 at a time.

    What I think is really killing you (aside from the fact that you're sending junk mail) is that the piece is too long. You'd be surprised at how often a postcard pulls a better response than a longer piece. Even a simple postcard that said "We have great websites starting at $499" would probably pull better than what you're working with now. Most of your prospects aren't going to read anything even half the length of this post so far.

    I've seen folks do well just picking up the phone and calling. "Hi, I'm calling you because we help businesses get great websites at affordable prices. Is that something you think would help your business?" If you call enough people, some of them are going to say yes.
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  • Profile picture of the author aidacopy
    Definitely offer something for free first. Remember you're hitting them up out of nowhere. You need to build trust and relationships. Esp if you expect them to shell out 10K for web design.

    If you decide to critique their sites make sure not to step on any toes - you don't want to find out that the guy/girl you're talking to is the person who's designed it in the first place. They'll hate you for criticizing their work.

    Also, as people pointed out already, call them up, talk to them.

    Finally, you might want to look into businesses that bring in 5-10 mil. That way they're not hurting for cash, but they're still small enough to not have a graphic designer in house. And try widening your search to include other states too.
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    • Profile picture of the author James Clouser
      Contractors do not respond to direct mail. In that world, it's a deeply held belief that you're foolish if you're "tricked" by advertising and marketing.

      They also won't spend more than $500 on a website... if they don't have a nephew who will do it for free.

      Get out of that market.
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  • Profile picture of the author AmericanMuscleTA
    What's your offer? Call for a free appointment?

    Offer some kind of free report or a free guide on how having the "correct" website can bring in loads of clients.
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    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
    www.BibleAndFriendsYouTube.com

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  • Profile picture of the author RedShifted
    I am part of your target market.

    But I can only speak for myself and a few friends who also own home improvement companies.

    When I get envelopes, with hand written blue ink, from an address or name I don't know, I immediately throw them in the garbage. There's no inspecting, no second guessing, I tear it into 4 pieces and throw it in the trash by my front window.

    Whats funny is today I received an envelope exactly like you described. A #10 with blue, hand written ink (although it looked printed, not written). I literally just went back into my garbage and took it out. I slipped out the sales page, pieced it together and the headline says "Hear the moments that make memories". Its an invitation to some stupid "special hearing event". So it obviously wasn't you.

    But the point is, business owners aren't that dumb. If I took a picture of this envelope chances are it looks *identical* to yours. And those letters, hand written or not... I doubt that .01% of them ever get open. Because I've received similar letters with blue ink, where they took it a step further and put some crazy diagonal copy with dashed borders... and even those letters that are more creative, I still throw them away immediately.

    The ONLY time I will ever open a letter like that is if it really sticks out. Try green ink (I never see green ink). Put something in the envelope to make it bulky. Put a penny if you need (I might think its a gold coin) Because you probably think you're being creative but you're not. There are tens of thousands of people doing the same exact thing you're doing. And I'm no copywriter, but you seriously need to think outside the box. Business owners *know* that handwritten blue ink = garbage. Its not new anymore. Its not interesting.

    You need to get your letters open. So stop following guidelines that other people are following and invent your own. I don't see any other way that your letters will get open.

    Good luck

    -RS
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  • Profile picture of the author marco005
    Hi,

    you can tryout adwords to get clients but I have heard it will be not easy to get them, adwords visitors are not so interested in service websites, they are interesting to buy stuff.

    Or you can try google+ it should be an ideal platform for entrepreneurs.


    marco005
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