Direct Mail Creation for Offline Businesses

Carl Fridsjö

12 years ago

500$*for something that generated 33k$... maybe you should start charging a percentage instead?

Anyways, thanks for the info.

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Irish Intuition

12 years ago

haha... who knew it would get $33,000? It's never
been done so we can't assume.

He'll gladly pay more next time.

Besides, I put the letter together in an hour

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Vikuna2009+

12 years ago

Originally Posted by Paul McQuillan

haha... who knew it would get $33,000? It's never
been done so we can't assume.

He'll gladly pay more next time.

Besides, I put the letter together in an hour

Just curious, how did you track the response? What kind of an offer did the power washing company offer the property managers? Did you hand address the envelopes and did you use a regular stamp?

Thank you, Eva

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Irish Intuition

12 years ago

Originally Posted by Vikuna2009+

Just curious, how did you track the response? What kind of an offer did the power washing company offer the property managers? Did you hand address the envelopes and did you use a regular stamp?

Thank you, Eva

No offer, except a free consultation.

All letters were hand addressed. I had them
use commemorative stamps. I'm not sure
what they chose, it did not matter. As
long as it was not plain stamps.

No company name was on the envelope (direct
mail 101

)

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ishwar 9 years ago

yes.. we use to hand write letters and mail them out.. in real estate..
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sbishop

12 years ago

GReat job, and thanks for sharing. Many times we get caught up in the shiny object syndrome. I'm glad you recovered. LOL

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rambo9600

12 years ago

[DELETED]

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Irish Intuition

12 years ago

Originally Posted by rambo9600

So, 40 targeted businesses that returned $33k. Any idea what your clients Gross Margin is/was?

Can I ask the method/sequence of the mailer. One time, sequential, #10 envelope, lumpy mail, FedEx, etc...?

What was the cost to produce those results (excl your fees).

Do you own the "rights" to the copy or can your client use again without permission?

I do a ton of direct mail, fliers, etc... I own all the rights to every coupon, letter, headline I put out. I keep the "intellectual rights."

No sequence for this project as it was initially
planned out to be a 'warmer'. The sequence
was to mail the letter and call 2 days later.

To our surprise 3 called them for a consultation!

The cost on their end? They had a list they have
been working with zero results. I examined the
list and decided the piece was the problem,
not the list. So no investment there

As for the mailing? $25 (minus their time to
create and send).

They have the rights to this letter- for their
business only.

They can mail as many as they please! At this
rate it should crack $100,000 in sales... since
they have hundreds more to mail

You can't buy that kind of bragging rights

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rambo9600

12 years ago

Originally Posted by Paul McQuillan

No sequence for this project as it was initially
planned out to be a 'warmer'. The sequence
was to mail the letter and call 2 days later.

To our surprise 3 called them for a consultation!

The cost on their end? They had a list they have
been working with zero results. I examined the
list and decided the piece was the problem,
not the list. So no investment there

As for the mailing? $25 (minus their time to
create and send).

They have the rights to this letter- for their
business only.

They can mail as many as they please! At this
rate it should crack $100,000 in sales... since
they have hundreds more to mail

You can't buy that kind of bragging rights

Nice ROI. Next time keep your "intellectual rights."

I know of a marketer who created a letter that he licenses to professionals. He has 100 businesses who License his letter at $1,000 per month EACH business. Yes, $100,000 per month and he does NOTHING but sit on his ass. That's what owning the "intellectual rights" can do for your bank account.

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KingOfContentMarketing

12 years ago

Originally Posted by rambo9600

Nice ROI. Next time keep your "intellectual rights."

I know of a marketer who created a letter that he licenses to professionals. He has 100 businesses who License his letter at $1,000 per month EACH business. Yes, $100,000 per month and he does NOTHING but sit on his ass. That's what owning the "intellectual rights" can do for your bank account.

Are you aware of any seminars or products that outline how to do this? Specifically, I need to know how to craft the agreement that says I retain the IP rights.

Thanks
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Nathan Alexander

12 years ago

Originally Posted by Joe Ditzel

Are you aware of any seminars or products that outline how to do this? Specifically, I need to know how to craft the agreement that says I retain the IP rights.

I'd be interested in this as well.

Thanks
1 reply

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MIB Mastermind 12 years ago

I'm sure Jay Abraham has a contract book with almost every type of business/consulting contract you can imagine, don't think he sells it anymore though.

Originally Posted by Nathan Alexander

I'd be interested in this as well.
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gjabiz

12 years ago

Joe,

I was mentored by Harvey Brody, an expert in IP and licensing too.

Bob Serling's course covers this, if you got the bigger bux.

Here is a general idea:

Licensing Agreements - Lawyers.com

Also, contact me. Maybe WE can put something together fairly quickly in the way of a HOTSHEET which other Warriors might find useful.

gjabiz Prefer email over PM, gjabiz@yahoo.com

Originally Posted by Joe Ditzel

Are you aware of any seminars or products that outline how to do this? Specifically, I need to know how to craft the agreement that says I retain the IP rights.

[ 2 ] Thanks
1 reply

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MIB Mastermind

12 years ago

Harvey Brody is a true master and well worth studying, if you can find
any of his material.

I've been looking for his Toll position training for some time now with no luck.

Originally Posted by gjabiz

Joe,

I was mentored by Harvey Brody, an expert in IP and licensing too.

Bob Serling's course covers this, if you got the bigger bux.

Here is a general idea:

Licensing Agreements - Lawyers.com

Also, contact me. Maybe WE can put something together fairly quickly in the way of a HOTSHEET which other Warriors might find useful.

gjabiz Prefer email over PM, gjabiz@yahoo.com

Thanks

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jimbo13

12 years ago

Originally Posted by Joe Ditzel

Are you aware of any seminars or products that outline how to do this? Specifically, I need to know how to craft the agreement that says I retain the IP rights.

Just ask a lawyer. Simple. IP rights is not exactly out of the norm.

Cost you £40 in the UK

Dan

Thanks
1 reply

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gjabiz 12 years ago

Originally Posted by jimbo13

Just ask a lawyer. Simple. IP rights is not exactly out of the norm.

Cost you £40 in the UK

Dan

My divorce lawyer? Medical malpractice lawyer?

NO. Even within the large and vast arena of IP, there are specialists.

I'm from Akron, OH. Home to U of A Polymer Science Center, built upon the chemistry of the old rubber companies who's black smoke used to fill our skies while feeding many families.

We have some very big IP firms...BUT, I was talking with one about protecting my IP...he referred me to ONE guy in NYC who specialized in this type of IP.

It is NOT simple.

It is NOT easy.

Look at the billion dollar fights of software and legendary fights in courts over IP.

When it comes to licensing ADS, yea, it's a lot easier than licensing the chemical compound of a miracle drug...or even a plant patent.

First, you build a wall of protection. Which means REGISTERED Copyrights, registered trademarks if you have them.

INSURANCE. Better have it, tell me to go see my Auto Guy and then I'll really know you're speaking out of your AZZ...

It isn't easy.

License the wrong way, and you could not only lose your IP, but it could cost you a ton of money to protect it.

Build a wall of Protection. Indemnify the license.

Build strict usage into the agreement. Number of times, places, locations, ...

Sure the agreement can be a simple contract, but you need one which covers the bases and your ass as to it's use.

Thinking you can run down to some lawyer charging a few bux for the agreement could haunt you forever.

Songwriters have specialists (lawyers) who do frequent battle.

So do cartoonists. Recording artists. Script and movie lawyers.

Each one specializes in the type of law that is geared toward this...and many are some of the highest paid lawyers in the world. You can bet Microsoft and Bill Gates don't run out and hire Joe the 50 dollar lawyer when protecting the latest MS anything.

DON'T be cavalier about it. It is NOT easy. NOT simple.

Do it right and you could have a lifetime PLUS of royalties....the late Charles Shulz' estate still pulls in millions a year on it's PEANUTS licensing program.

You may think protecting your ads is easy...then you find a guy in another country or in a distant state using it, and even worse, SELLING it as his own...whatcha gonna do, call up Joe the guy who handled your divorce???

When I have time, I'll post a link to a thread at Seeds of Wisdom Publishing - Books on Success in Life that covered the steps to protect your IP, which came directly from Harvey Brody's lips to my ears as we discussed this at length.

gjabiz

PS. Don't mean to be harsh to the poster, but, got to call the BS what it is when I see it. Again, I think Bob Serling has a course, maybe 5 grand????

Here's the link to Sept 2007 discussion on Licensing. It might be of some help to one or two of you:

http://www.sowpub.com/forum/showthre...ooks#post17012

Since then, I have presonally established several toll positions along the lines of the OP
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ryanmckinney

12 years ago

Originally Posted by rambo9600

Nice ROI. Next time keep your "intellectual rights."

I know of a marketer who created a letter that he licenses to professionals. He has 100 businesses who License his letter at $1,000 per month EACH business. Yes, $100,000 per month and he does NOTHING but sit on his ass. That's what owning the "intellectual rights" can do for your bank account.

Holy..Crap.

Ryan

Thanks
1 reply

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link82 12 years ago

Originally Posted by ryanmckinney

Holy..Crap.

Ryan

I whole heartedly agree with that sentiment...
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DABK

9 years ago

Great business model. Didn't think of it. Always thought you have to have a bunch of steps to license. But he's right.

Just a bit of thinking adjustment, huh?

Originally Posted by rambo9600

Nice ROI. Next time keep your "intellectual rights."

I know of a marketer who created a letter that he licenses to professionals. He has 100 businesses who License his letter at $1,000 per month EACH business. Yes, $100,000 per month and he does NOTHING but sit on his ass. That's what owning the "intellectual rights" can do for your bank account.

Thanks

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vndnbrgj

12 years ago

Well done on your success.....
I am starting to like direct mail more and more...

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BillBert

12 years ago

You are talking my language!

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Paul St Jacques

9 years ago

Originally Posted by Irish Intuition

Hello,

I started out in marketing offline several years ago. I got
pretty good at it so I decided to study direct marketing
and copywriting. Well, from there I got attracted to the
bright shiny object known as online sales pages.

I did that for around a year... and started to despise it.

Once I became disenchanted with online marketing I
went back to the place I love- offline marketing.

For me it's like my finger is on the pulse of who I am
working with. It is far more exciting for me.

The first thing I did is focus on the niche I know very
well, the cleaning industry (carpet cleaning, window cleaning,
house cleaning, etc).

I got my blog up, friended 1200 business owners on FB,
then discovered Linkedin... and now I am busy.

Not only do I introduce typical online services to these
businesses (like SEO), I also push offline advertising, with
conviction.

I created a letter for a power washing company that
was mailed to 40 targeted property managers. The result?

$33,000 in actual sales

It is now the most successful letter ever in that industry...
now this client is bragging me up everywhere. I got 3
more clients directly from him.

You can do this with sales letters, postcards, design,
all-in-one (list acquisition, writing, design and mailing)

Even if you are not a good designer or writer, you
outsource it! Just like SEO and website design.

Business owners are clueless about direct mail as
they are about SEO. They are all still saying "just
get my name out there!". The 'build it and they will
come' days are over. They need ads that create
leads, not recognition.

Any person who says 'direct mail is dead' either is trying
to sell something online related, or a fool.

'Dead direct mail' fetches me $500 for a 1 page letter

Just wanted to let you know there are other services
to sell offliners. My advice, work the social networks,
especially Linkedin. Create a 'group' for a certain niche..

TARGET THOSE IN THAT NICHE!

Become an expert like I did (in record time) and you
will peak the interest of those needing a boost

Paul

Nice one, congrats on those numbers! I agree, direct mail is FAR from dead. I use it every day and get amazing results from it. I bring people offline to online sales funnels.

When you said you friended 1200 biz owners, are you reaching out to them on social media through private messages? Curious to hear about how you got their attention.

Thanks

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AndrewCavanagh

9 years ago

Very true.

The real power in marketing comes when you combine online and offline marketing methods.

Some things work better online in certain niches...some things work better offline.

Some things are just not cost effective to do in some niches (like mail follow up) but cost
next to nothing online (email follow up).

Thinking through what's likely to work best in each situation is really powerful.

And as always working with brick and mortar businesses is a incredibly fast way to
make a good income.

Kindest regards,
Andrew Cavanagh

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AndrewCavanagh

9 years ago

And just for the record you need to start charging a whole lot more for your sales letters.

The key is to get the conversation away from writing a sales letter for your client and
talk about the potential profits you can generate for them with a customized direct response
marketing solution.

The perceived value for "copywriting" is very low to small and medium sized brick and mortar
businesses but they'll pay large sums of money for any solution you offer that's likely to
make them serious sales and profits.

Focusing the conversation there helps.

And think of moving yourself up to medium sized businesses (10-30 employees) where the
potential profit is a whole lot higher.

$33,000 in sales for a cleaning business might only represent $6,000 to $10,000 in net profit
after all the staff costs and overheads are taken out.

As a broad guideline you wouldn't charge much more than 25% of the extra profits you generate
a business so $1,500 instead of $500 would be about right and the initial fee they paid you is
also about right because they wouldn't have expected that success.

Go to a business that's 5-10 times the size and from the same sales letter they're likely to
make $30,000 to $100,000 in net profit.

That leaves a whole lot more profit to share with you.

Using the same 25% of extra net profits formula that's potentially $7,500 to $25,000 you can
charge quite ethically for delivering the service.

Yes with bigger businesses you might drop that percentage and their net profit as a percentage
of turnover might be lower but they're also used to writing much larger checks.

When you're working with clients ideally you want one project to pay you enough to live on for
2-3 months.

That way you only need 1 new client a month to make a good living.

So think beyond just one sales letter to a campaign that might include a lead generating sales
letter a client reactivation campaign, setting up joint ventures with related businesses and doing
endorsement letters both ways etc etc.

One more simple tip: instead of charging $500 charge half upfront and half on delivery of the finished
sales letter.

So $500 in advance, $500 when you finish. That doubles your rate and they're not writing a
larger check.

Kindest regards,
Andrew Cavanagh

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Direct Mail Creation for Offline Businesses

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