Just started the 9x12 system.
 

Hi all,

Allow me to introduce myself. My name is Sam and I own a small consulting firm in Ohio called Vantage Professional Services. I didn't see an introduction thread anywhere so I hope that this will suffice.

Anyhow, I started working on the 9x12 system about 3 weeks ago. I purchase BobRoss' program the other day and am now going through my first round of sales visits.

I have my mockup done, as well as my branding. 'The Savings adVantage'.

I'm posting here because I need some advice in how to fine tune my pitch. The biggest obstacle for me has been a competing product called the Town Money Saver. This is an 8x10 full color coupon book that is mailed through USPS monthly to 22,000 homes . If you catch them when they are running a special you can get a full page 8x10 color ad for $450 a month.

I have my largest ad space (4x3) priced at $495. As a business owner who understands the value of this kind of marketing, I think the price is VERY reasonable. However, some of my potential clients just aren't seeing it. What can I do to overcome their objection to paying more money for a smaller ad that goes out to half as many homes?

Many thanks in advance for any advice.

Re: Just started the 9x12 system.
 

Explain to them the effectiveness and 'open rates' of direct mail. Also compare cost to other forms of advertising where CPC may be 10 dollars or more each for a single view!

You may launch your first one half-priced on the condition owners report their success data to be used in a 'case study'. Then, you can use this data for later sales.

Re: Just started the 9x12 system.
 

If it's an actual coupon book then they will be competing with lots of other businesses for attention.

They may be buried in the book somewhere that makes it hard to find their.

They are taking the chance people are actually going to look through the book.

With the mailers people don't have much of a choice but to see the ad since it is right there in their face.

I am far from the best sales person but those are some of the points I would try to bring up.

Re: Just started the 9x12 system.
 

Awesome your beginning this Sam! I'm in Ohio as well in the NE part. Might see you on the streets one day LOL

Anyways, I've heard that one too about the town saver and as others said, push the exclusivity of it, the BAM IN YO FACE aspect and the targeting in the "coupon friendly" areas. And if all else fails, discount the hell out of it "only for the first one of course" to let them SEE how good this thing works!

Good luck! What part of Ohio you in btw?

Re: Just started the 9x12 system.
 

Keep digging for those prospects.

Do go after the ones that advertise a lot -- those are your most probable buyers AND they "get" why you want IMMEDIATE, virtual 100% exposure versus a SMALL PROBABILITY of exposure in a coupon rag.

When I was marketing personal training, if you showed me this program and it went to the right list (area) where my prospects were, I would have jumped at trying out AT LEAST one month to test drive it.

Re: Just started the 9x12 system.
 

Even though it looks like our product and the coupon book are similar, they aren't. The problem is that we're not comparing apples to apples. Yes they are both being delivered via the same method but that's it.

To most business owners, they are going to compare these based on:

• amount mailed
• price

Like someone said above though, the open rate is what they aren't factoring in and this is the critical difference that makes our product a significantly better value.

You can't win these businesses over if you're allowing them to generalize everything and reduce it to mailing amount and price. You'll lose.

You have to get them to see the value in actual exposure (open rate).

Artifical value

Advertising reps will push these big numbers in order to create artificial value. Think of a billboard on a busy highway, it might get 100,000 views per day! A newspaper ad can get 50,000 views and only cost a couple hundred.

This is why they sell tons of ads that keep failing, it's easy to convince business owners that a few hundred bucks is well worth reaching these ridiculously high numbers of people.

Your job is to bring them to reality.

Reality

Ok so 22,000 of these coupon booklets are sent out. The $450 ad is sandwiched between 20 pages (per your email) of other businesses ads. This is similar to a newspaper except a newspaper people actually do open it up everytime unlike a coupon booklet.

How many people open up these coupon books and go through all of them? I'd say something like 1 in 5 people or less, right? That's only about 5,000 that actually get opened and flipped through. Assuming those 5,000 people flip through all 20 pages, how many will really notice the one Ad squished in between all of them? Probably a fifth of those people or less. That's 1,000 people (and that's a conservative estimate by far).

The fact is, 22,000 mailings mean nothing because only a 1,000 people or less will actually notice the advertisement.

A postcard forces you to notice it. 10,000 4x6 postcards at $4,000 can easily outperform a quarter page ad in a 250,000 circulated newspaper that costs half as much. Because it forces the recipient to look at it.

Analogies will help

Sometimes it helps to say things like this: "If you had to send a critical life-or-death message to someone and all you knew was that they lived in X town, would you put that critical message on a gigantic postcard or on page 16 inside of a junk mail coupon book?

Apples to Apples

Your ultimate goal in this case is to get them to compare apples to apples, not apples to oranges. A postcard and a coupon book are two completely different things.

There's another argument to be made about the type of people who open coupon booklets. Are these really the customers that they want? Postcards force EVERYONE to look at their ad, not just the coupon-seeking bargain basement crowd.

Re: Just started the 9x12 system.
 

I have also seen the Town Mailers as I have been selling the 9x12 cards (just finishing up on cards #2 & 3).

Use it to your advantage. Show it to potential advertisers so you can highlight the differences Bob mentioned above. Take the wind out of their objections.

I just received that flyer in my mail today and it had an ad for a "Diner" type restaurant tat is 50 miles from my house. You are sending that to people in their backyard.

Another way to counter their objection about price is to ask if they are the lowest price for whatever product they sell. They are not. You are providing value to them, like they provide alue to their customers.

Good luck.

Re: Just started the 9x12 system.
 

a lot of people dislike "junk mail", and there are "Anti junk mail" organizations all over the world for the serious "green minded" crusaders.

Don't get me wrong I love tree's, fresh air, white snow and cute little bunnies myself.
But in the usa there are still industry's dumping horrific chemicals into the land and streams in the middle of the night.

So coupons in the mail are not at the top of the list of environmental dangers.

Back to my point,,,
When people retrieve their mail from the mailbox,, they scan through it, and sort it for anything important and relevant.

Once they see an obvious form of junk mail such as an ad magazine, or a blue envelope bloated with ads, most people will pitch those WITHOUT opening or reading them. Those methods have been around since the 1970's and the public is bored with them.

The EPA has documented these products in the nations landfills UNOPENED,and UNREAD AT 44% !
That's 44% straight into the garbage. That's also 44% of the bizz owner's advertising investment into the garbage.

In contrast, the postcard is completely open and exposed. It's like a suckerpunch hitting them from their blindspot,,, POW ! Nobody can retrieve this giant glossy, colorful postcard from a mailbox without looking at it and reading it,,,,, even if they are walking to the garbage can, they'll glance at it.

They at least see that they can get a $10 Oil change,,, or a $5 dollar pizza and so on.

That brief exposure register's into their subconscious mind. Even if they don't intend it to stick,, it does.

When a family member needs work done on the car, the person will recall the $10 oil change and even suggest it, with a statement like "take your car to Joe's Garage I read somewhere they'll do it for 10 bucks,, I can't exactly recall where I read that, but call them first".

That's a minimalist example of postcard exposure.

Still ,,, it's much better than the products that are never opened and never read.

You ever notice those ad companies always seem to be hiring sales rep's?
Maybe some of their sales people begin to feel guilty for taking money from small bizz owners while, they know the service doesn't come close to fulfilling what is promised?

could be

Re: Just started the 9x12 system.
 

Anyone have tips on how to get past the receptionist when calling Dentist Offices, Optometrists, Etc?

@Justmerob- I am in central ohio, just a bit north of cbus.


Thanks for everybody's help.

Re: Just started the 9x12 system.
 

VantagePro,

I just use this line to get past the receptionist:

"Hi, my name is _______ and I'm doing a business promotion targeting 10,000 households in the _____ area and I would like to discuss that with your chief doctor (or whoever)"

Re: Just started the 9x12 system.
 

Yeah,

Lumpy mail sent via FEDEX.

Don't try to sell them from the letter, just offer them enough info to peak
their curiosity.

Then follow up with a phone call, a few days later. Give them an option to call
you (this happens about 20% of the time) and tell them you will follow up
with them on a set date and time.

This should be to schedule an appointment, either by phone or in person. Don't sell on this call.

Re: Just started the 9x12 system.
 

More background here from Bob:

http://www.warriorforum.com/offline-...you-imers.html

Re: Just started the 9x12 system.
 

Vantage built this into something like a 12k/month system by February this year, and I believe is now doing consulting full time as a result.

Re: Just started the 9x12 system.
 

Hi Bob/Jake,
This is unrelated to the current post, but I really need your help.
I cannot reset my password on your forum. I last logged into the forum in June of last year, but now it is asking me for a secret passcode to be able to reset my password.... I don't have the secret passcode. I would like to get into the business again, Please help.

Re: Just started the 9x12 system.
 

^ I am in the same situation... I have emailed and pm'd you!

Re: Just started the 9x12 system.
 

Email me or PM me and I'll get it taken care of you!

Offline master, I took care of it and sent you a PM.

Re: Just started the 9x12 system.
 

Your 9x12 system is something I always come back to and wish I had running.

I've got some idle telemarketers in between campaigns...

Is there a really good phone script you could hook me up with to set appointments for this? Something you've used with numbers to back it up?

I'd be happy to barter a full-time telemarketer at $2/hr away for it. Great english accent.

Let me know, thanks.

Re: Just started the 9x12 system.
 

Offer advertisers something the competition isn't!

Like what?

Well....when I was doing "coupon book" mailings I had heavy competition so, I found a Mailing List Co that could provide me with the Names & Addresses of "New Movers" to the area.

Since my area was about 17k pop....there were about 150 New Movers, on average, per month SOOOO....I tossed these names into the deal and this allowed me to also charge MORE than my competition.

So....you might consider including "New Movers" into your program.

The Co I used was "Melissa Data". Don't know if they're still around but you could Google "New Mover's List"! Just 100 of these WILL give you something the competition isn't.

Don Alm....long-time marketing guy

Re: Just started the 9x12 system.
 

Congratulations Vantage Pro!

Re: Just started the 9x12 system.
 

Hi there,

One thing I think you're missing (at least I didn't see it above) is that you can tell a business owner this mailing is TARGETED.

The Town coupon books are blanket-blasted. They go to low-end housing that will never use a coupon. You, on the other hand can insure that your card only goes to residences that you choose. That's huge.

All the best,

Sasha.

Re: Just started the 9x12 system.
 

What is the Bob Ross Program?

Re: Just started the 9x12 system.
 

Hey Bob, I sent you a PM a couple of days ago. If there's a forum, I'd love to get in. I bought your WSO and Oto awhile back and I've finally got my stuff ready and met a salesman who's stoked to give this a shot.

Would love to interact with you guys!

Re: Just started the 9x12 system.
 

I hit the town yesterday for the first time doing the 9x12 system.

One restaurant asked me to come back before 11:30 today because I showed up at lunch time yesterday. Obviously bad timing there.

The new Japanese place in town seems very interested, but had to talk to the other owner.

A couple other people who "are interested and will get back to me".

I didn't close anyone, but it was a lot easier to get out there and do it than I thought it would be. I'm a fairly quiet guy with some anxiety problems, but after a pot of coffee I forced myself into my car and made the drive into town. I decided going to the newest place in town (Japanese restaurant) would be the best place to get started and practice. It went so smoothly and I had the motivation to keep going.

Re: Just started the 9x12 system.
 

Man my PM's fill up so fast I can't keep track of them. I try to answer everything but sometimes there's so many they just get swallowed up. email me at itsbobross at gmail dot com with your item # or paypal transaction ID and I'll get you in buddy.

Great job getting out there and doing what a lot of people never have the balls to do. I employ canvassers in my businesses and most of them actually get STILL get a little nervous until they actually get out and get in the groove for the day. As you know now, once you get your butt out there the anxiety goes away really fast.

Keep at it, you'll be amazed at how friendly and down to earth most business owners are. Especially if they know you're a small business owner too.

Re: Just started the 9x12 system.
 

So true about them being friendly. I went in and introduced myself as a local business owner who does web design and internet marketing. I told them I've been doing so much of that over the past few years that I needed to step away from the internet a little bit and wanted to focus my talents on helping local businesses. Then I went right into pulling out the mock up and pitching them.

Re: Just started the 9x12 system.
 

Hope things are going well with those trying this.

I think it is a brilliant method, but I haven't had any luck. My town has about 35k in it. I was offering to send a mailer to 10k homes (nearly every single home in town, PO Boxes excluded) for as little as $297 (or as much as $697)

I haven't gotten anywhere. Granted, I am a terrible salesperson - but I have tried in person visits, phone calls and letters.

With the university in town these business owners are hit up ALL the time for advertisements. Most still go by the small town business owner mentality of no advertisements or they spend their money in radio or newspaper ads.

I haven't even gotten anyone to hint at interest. Of course, this town has always been a tough sell for all my services and, like I said - I am not much of a sales guy.

In fact, if I can't convince a business owner to get his message to 10k homes at .03/home I am pretty hopeless. It seems like a no brainer to me!

Re: Just started the 9x12 system.
 

Me too! 2 caffeine pills, 3 trips around in circles around the block and a lot of self talk! Have been to a LOT of places so far and have several interested people, just have to hone in my selling skills, I am sure with my current resources and this forum as well, I will 'make it work' & YOU TOO!! - Super good for you for getting out there. Hope you have a card out by now or are at least getting along with ad placements.
:)

Re: Just started the 9x12 system.
 

A lot of these coupon books are very targeted. I do 3 that are only sent to the top 30% of household incomes.

Re: Just started the 9x12 system.
 

I just got an email from a marketer in my local area doing 9x12. They are asking $599 for 5200 homes. They are putting them in the newspaper box which seems odd to me.

Re: Just started the 9x12 system.
 

That's very odd. These boxes are property of newspaper companies...

Re: Just started the 9x12 system.
 

I generally let the stuff that hits my paper box disintegrate from the weather and blow away in the wind. So, I passed on their offer. Not to mention the fact that I can do an EDDM piece to the same audience for about double the investment and not split the space with 11 other advertisers.

Re: Just started the 9x12 system.
 

I tried that at first too---the cold walk-ins and LOTS of self-talk..lol. I have since done things differently- filling up 2 more cards quickly without any face-to-face meetings. I just do it over the phone. It's really how you position yourself IMO.

Re: Just started the 9x12 system.
 

I totally agree with positioning. I've been using direct mail + an "organizer" type of pitch. I closed a doctor over the phone yesterday because when he called back from one of my direct mail pieces I answered like an enthusiastic organizer.

Targeting those who are already spending money on print ads via direct mail direct mail is the way to go. Rip out ad, mail it to them with a note that says something like "I saw this and had an amazing idea, call me back!" Anyone doing PPC is a target too. Daily Deal merchants are fantastic for this as well.

When they call in sell scarcity. When they ask who you are - don't lie. "I own a small marketing firm and I have a group of clients ready for this upcoming mailer. We have a few more spots and you're the first *pet store* to call me back."

Then talk to them about then current ad, deal, or PPC they are running and how this will enhance it.

Still refining this and will report back when I fill up my 12 spots!

Re: Just started the 9x12 system.
 

Very excited to read your WSO tomorrow. I had limited success with walk ins, so will be curious to see how you present over the phone.

Re: Just started the 9x12 system.
 

Yah, the walk ins can work--but it's always hit or miss if the owner is actually there. My husband and I filled our first card that way--but it took a while and we were cutting into our profit with our gas expense. So I had to come up with a different way to make the most profit from a card--I couldn't do walk-ins anymore because we lost our only vehicle, and were living out in the middle of the sticks (literally)...so I just did it all over the phone and through email on my subsequent cards. It's worked well for me and I like that I don't have to cold-walk/cold-call. I don't have time for it and it always made me so freakin nervous..LOL.

Re: Just started the 9x12 system.
 

Just think if you are able to replicate the card in every major city in just Texas! Half a million dollars per year?

Re: Just started the 9x12 system.
 

That would be a lot of work! But definitely doable if you're aggressive enough...:) You could certainly just focus on 9x12 cards and make a very sizable income with it OR you could offer additional services to your groups of business owners like printing, SEO, web design, solo mailings, etc...

Re: Just started the 9x12 system.
 

You have any data or research that alludes to this statement that "most" people pitch them away?

Re: Just started the 9x12 system.
 

??? You have a link to this ?

44% of what number? The epa has no way of knowing this . . .

Re: Just started the 9x12 system.
 

Search this term: "Consumer Research Institute 2009 44% Junk Mail Trash"

It's not the EPA from what I can tell.

Re: Just started the 9x12 system.
 

It's a numbers game. You have to figure most business owners are familiar with direct mail.

Some tips from my own experience selling this type of marketing:

1. Get a business card or a name and number if they aren't there. Most employees will give you the owner or marketing managers info if you are polite and create a sense of urgency.

2. create urgency, tell them you only have limited space available and you would really like to work with them instead of some other xxxxx type of business.

3. Restaurants have a great return on coupons in direct mailers. Don't be afraid of franchise companies either. Most of the time they tell you "my corporate office takes care of this" because they want you gone, unless you have a direct mailer.

4. Print a sample at staples. Google "coupons" on google, fit them into the layout on powerpoint or something you are comfortable with that fits your sizing, then print the "sample" at staples. Hold it up when you walk in, say "Hi, I'm (name) and we are mailing this (hold up the sample) mailer out to 5000 homes in the area on (date), this is the actual size of the mailer, I just wanted to chat with you guys and see if you were interested in getting on it, I have a limited amount of space available."

You will get a better response that way.

Re: Just started the 9x12 system.
 

Just an update for anyone else out there thinking about trying this out, I just completed selling a mailer.

It never ceases to amaze me, if I walk into a business and offer to help them tighten up their online footprint, they get that glazed over look of mass confusion, but I walk in and offer to put a coupon on a mailer and send it to 5000 homes in their area, and they write a check.

Took me 9 days of cold walking businesses to sell 22 ad spaces. Made over $3,000 in profit.

This afternoon I will be out to sell another one in a neighboring city, I'll have it sold by mid next week if it goes as fast as this first one went.

Then it's on to the repeat customers for Jan. I have 5 different cities within a 40 mile radius of me. I can run all 5 simultaneously by march.

Re: Just started the 9x12 system.
 

Niiiice! I've been slacking but thanks for the post. It's nict to see others having success. I need to stop coding and shift my focus to the 9x12 system.

Re: Just started the 9x12 system.
 

Thats good stuff man! Did the 9 days of cold-walking include any re-visits from the days prior? How many businesses do you think you knocked on?

Re: Just started the 9x12 system.
 

Post a pic of the card . . .

Re: Just started the 9x12 system.
 

I had about 80 businesses on my follow up list by the end. I re-visited a lot of the same businesses. Some were because they wanted to get back with me, some were simply because the owner or decision maker wasn't there.

I probably cold dialed about 40 businesses too. Just from business cards I found on counters as I went out and about. "Hey, I saw your business card on one of my clients counters, I am doing a direct mail piece that is going out to 5000 homes in the area, would you mind if I popped by to show it to you this afternoon?"

I'm selling another one right now in another city. Although I haven't been very aggressive this week I have a few ad spaces sold. This one isn't going to be closed out until the middle of january though, I wanted to give myself enough time to get this one sold a little differently, plus in december no one cares about their marketing. It's always a slow month.

I'll take a pic of the card when it comes in

Re: Just started the 9x12 system.
 

great job wsands, I'm proud of ya!

Keep us updated.

Re: Just started the 9x12 system.
 

Congratulations, wsands!!!

You have totally inspired me!

Keep up the great job that you're doing.

Re: Just started the 9x12 system.
 

Join http://http://bobrossoffline.com/forum

It is not as active as it once was, but it is full of information on subjects such as the one you ask, and there are people, including Jake (BobRoss) that you can ask your questions.

Re: Just started the 9x12 system.
 

How are you contcing your prospects once I know how you are doing this...then I can give you input

Thanks