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The Offline Initial Approach

by EndGame
6 replies
Hi Guys.

Just delving into some offline marketing work in the coming weeks (as in, I am going to offer online marketing to offline business) and I wondered what you guys thought was the best initial approach?

Cold Calling?
Leaflets?
Appearing at speaking events?

The three above are all I have thought of right now, but does anyone have any ideas or any advice from the experience they have had?

Thanks in advance.
#approach #initial #offline
  • Profile picture of the author Kyle Tully
    Just about all the approaches you can think of work, the key is finding what works for you.

    Speaking is great... unless you can't speak well.

    Direct mail is great... unless you can't write a letter.

    Cold calling is great... unless you're not comfortable speaking with business owners.

    What method you choose (and there are dozens) depends on you and your business.

    My advice would be to outsource your lead generation activities on a commission-only basis. Let professionals do what they do best and you do what you do best.
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    • Profile picture of the author Shaun OReilly
      The best approach will be mainly determined by your choice of target
      market and how they prefer to be approached.

      For example, the approach you use to contact a local lawyer would
      most likely be different than the approach you'd use to contact say
      a local builder.

      Different strokes for different folks.

      That said, work out where your strengths are and then choose a
      target market that allows you to play to those strengths.

      Dedicated to your success,

      *Shaun O'Reilly
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  • Profile picture of the author GoGetta
    Im all for cold calling! It doesn't have to be intrusive like many believe it is. It can be an awesome strategy if done properly. Every business can be targeted in this way with a simple call! This is how I have succeeded in the offline industry and I have also seen businesses in the same industry built up to £20 million pound businesses solely off the strength of cold calling!

    I think all 3 you mentioned will work but I strongly believe in actual interaction and talking to someone is the pinnacle of this. The main underlying fact is "Go & Talk To Biz Owners" as Andrew Canavagh always hits home and cold calling or face to face cold calling is just that!

    Speaking events would also be a good shout! Loads of potential there as many on here are already seeing!

    I see so many try to formulate the perfect letter, which is a tough job and a long job at that. This maybe because it is the easy way out, or that there is apprehension towards actually speaking to a business owner. Waiting for the phone to ring will only leave you feeling despondent if you don't hit a home run on the first letter or mailing you send.

    This was only too apparent when the Cash Cow thread was dominating. Many marketers hadd a crack at a letter and got little return, in turn turning them off the whole offline model! If you want business owners to work with you today, then the best way to do it is pick up the phone or go visit some and see what happens!

    Its so easy to actually do this! You could do this RIGHT NOW while you are reading this!

    Now Go Get 'Em!

    GoGetta
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    • Profile picture of the author Chris Drinkwater
      I hate cold calling!!!!!!!! I used a lumpy mail approach.... I made a 'dynamite' stick with a red tube with a piece of cord inserted in the top and the letter inside, which of course told them how they would 'get more bang for their buck' etc..... I sent out 20 and got three deals.... bit expensive to send but then I wasn't looking for a massive mailout.
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  • Profile picture of the author EndGame
    Great feedback.

    I think my method of choice is ringing the business owners o the decision makers and trying to get them to book a free appointment/consultation with me where we do a free analysis of their business. I am hoping that face to face I can close a deal with them.

    One of my biggest obstacles has been and probably will remain to be, accessing the decision maker or owner via the phone.

    I was interested about a comment with regards to law firms as this is a market I want to tap, but I don't know who to contact in that scenario as generally speakig, small to medium sized firms don't have their own marketing department.
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    • Profile picture of the author Shaun OReilly
      Originally Posted by EndGame View Post

      I was interested about a comment with regards to law firms as this is a market I want to tap, but I don't know who to contact in that scenario as generally speakig, small to medium sized firms don't have their own marketing department.
      Law firms are not my target market so I wouldn't know the absolute
      best ways to contact them or how to structure the intial approach.

      That said, if I were to be targeting law firms, here's what I'd do:

      Find businesses that are already successfully marketing themselves
      to law firms and ask them what methods and approaches have worked
      - and not worked - for them.

      This will give you a shortcut to finding out what works and what doesn't
      for that specific niche market.

      Given that they're lawyers, I'd guess that you'd need to present a
      solid case for why they should use your services. They'd be looking
      for evidence!

      Dedicated to your success,

      *Shaun O'Reilly
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