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Lumpy Mail- Appointment Setting

by TakenAction
13 replies
So I am in the midst of sending out about 50 Lumpy mail pieces to Home remodeling businesses that already have websites.

We are promoting our website re-design service for higher conversions and leads through their website.

The guy who is writing my sales letter for this campaign is also going to be closing the sales through phone appointments.

So, the point of the letter is to get them to make a phone appointment so we can close the sale.

The dilemma:
So, for the call to action at the end of the letter we were thinking about putting a phone number for them to call so we can schedule an appointment but the main problem is that a lot of the time when they call I wont be able to answer because I am a full time student as well and I am curious to know how bad it will hurt conversions if I don't answer and they don't leave a voice mail...then it becomes phone tag.

Another option we were thinking is leaving a URL to go to at the bottom of the letter so they can do to the URL which is a time trader link where they can schedule for a phone appointment themselves based on the schedule of the guy closing my sales. This would be preferred....BUT, how bad would it hurt our response rate?

I feel like people would rather call in to make an appointment rather than go to a URL to schedule one themselves...


opinions? Thoughts? Suggestions?

Thanks!
#appointment #lumpy #mail #setting
  • Profile picture of the author ewenmack
    You'll get a higher response by adding another step in the process.

    That step is giving something they value highly.

    Once they take up the offer, then you make another great offer
    where they need to talk to your sales guy.

    Like in the first offer, as an example for illustration...

    ----------------------------------------------------------------------
    "Would You Like To See Video Footage Why People Won't Buy From You?"
    ----------------------------------------------------------------------

    This creates a prospect who is receptive to talking with the sender.

    Think in terms of creating the right environment
    for the sale to happen automatically.

    See how you can create a irrestable offer like that first.

    Best,
    Ewen
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    • Profile picture of the author TakenAction
      Originally Posted by ewenmack View Post

      You'll get a higher response by adding another step in the process.

      That step is giving something they value highly.

      Once they take up the offer, then you make another great offer
      where they need to talk to your sales guy.

      Like in the first offer, as an example for illustration...

      ----------------------------------------------------------------------
      "Would You Like To See Video Footage Why People Won't Buy From You?"
      ----------------------------------------------------------------------

      See how you can create a irrestable offer like that first.

      Best,
      Ewen
      Thanks for your response! That's something I'll keep in mind but I think for now we are planning on staying on track with what we are doing.

      Any advice on how putting a timetrader Url for them to go on instead of a phone number will effect response?

      I was thinking that if we really did our job correct and our prospects are targeted enough and our letter "sold" them enough then they would have the motivation to go the internet and type in the URL and schedule for a phone appointment and it wouldn't be a problem.
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      The best thing you can do is put yourself out there.

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

        Thanks for your response! That's something I'll keep in mind but I think for now we are planning on staying on track with what we are doing.

        Any advice on how putting a timetrader Url for them to go on instead of a phone number will effect response?

        I was thinking that if we really did our job correct and our prospects are targeted enough and our letter "sold" them enough then they would have the motivation to go the internet and type in the URL and schedule for a phone appointment and it wouldn't be a problem.
        If you have to "sell" them in the first step,
        then you are doing it wrong.

        If you are going into reasons why they should take the next step,
        you are doing it wrong.

        It's like if you bumped into a business owner you know on the street
        and say,

        "Hey Bob, have you seen what people are saying about your business on this video...
        do you want me to flick over the link to you?"

        Being only about him and massive curiosity
        means you just shut up after that.

        He either wants it or doesn't.

        In this case it would be unlikely he wouldn't want to see it.

        I see no point in going into the phone call process yet while the first part is flawed,
        that's all.

        Best,
        Ewen
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        • Profile picture of the author TakenAction
          Originally Posted by ewenmack View Post

          If you have to "sell" them in the first step,
          then you are doing it wrong.

          If you are going into reasons why they should take the next step,
          you are doing it wrong.

          It's like if you bumped into a business owner you know on the street
          and say,

          "Hey Bob, have you seen what people are saying about your business on this video...
          do you want me to flick over the link to you?"

          Being only about him and massive curiosity
          means you just shut up after that.

          He either wants it or doesn't.

          In this case it would be unlikely he wouldn't want to see it.

          I see no point in going into the phone call process yet while the first part is flawed,
          that's all.

          Best,
          Ewen
          Pretty simple process of the letter being targeted to businesses (we have a specific industry) who have a website and we offer them a a higher converting web design that will generate more leads through their website for their business.

          basically will be this in the letter:

          1. What I've got for you
          2. What it's going to do for you
          4. What you need to do next

          at the end if they are interested they will set up an appointment. I see no reason why it's flawed or shouldn't work exactly.
          Signature

          The best thing you can do is put yourself out there.

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

            Pretty simple process of the letter being targeted to businesses (we have a specific industry) who have a website and we offer them a a higher converting web design that will generate more leads through their website for their business.

            basically will be this in the letter:

            1. What I've got for you
            2. What it's going to do for you
            4. What you need to do next

            at the end if they are interested they will set up an appointment. I see no reason why it's flawed or shouldn't work exactly.
            Now think about the recipient for a moment.

            He thinks his website is just fine,
            doesn't know you and some stranger
            wants to take time out of his busy day.

            You are thinking like a fisherman, not like a fish.

            The fisherman likes cheese,
            fish don't.

            So by dangling a little snippet of bait the fish likes,
            first, then he will be more likekely to come back for your second
            helping.

            Give them what they want first.

            Best,
            Ewen
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          • Profile picture of the author akazo
            Originally Posted by TakenAction View Post

            Pretty simple process of the letter being targeted to businesses (we have a specific industry) who have a website and we offer them a a higher converting web design that will generate more leads through their website for their business.

            basically will be this in the letter:

            1. What I've got for you
            2. What it's going to do for you
            4. What you need to do next

            at the end if they are interested they will set up an appointment. I see no reason why it's flawed or shouldn't work exactly.
            It's not flawed. You are doing EXACTLY WHAT EVERY OTHER COMPANY IS DOING. By all means, ignore some of the creative advice given - even if not exactly what you asked.
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  • Profile picture of the author savidge4
    ok you have a partner, he's writing the pitch and closing the deal... I don't understand how your school schedule has anything to do with this. Let your partner do his part, then you do yours. work around his schedule not yours.
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    Success is an ACT not an idea
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  • Profile picture of the author JohnRussell
    The other thing you could do is to lead them to an 800 number for a free recorded message about something relevant to them. Make it clear that nobody will answer.

    Have the recorded message lead to the next step but as Ewen points out, don't try to sell all at once - you'll scare them off.
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  • Profile picture of the author focusedlife
    @TakeAction - Here's my two cents and some pocket lint...

    1. Offer to add value to them for free...don't sell them anything at first.
    2. My strategy is to entice them with reciprocal leads
    3. From who? Their best referral partners...

    I have a whole video series, for free, which illustrates my lumpy mail strategy....

    Hint: Give, give, give....value, value, value....

    Show you can help, don't tell how you can help.

    Hope that made some sense.

    Regards

    Los
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  • Profile picture of the author KingOfContentMarketing
    Ewen has it, but if you don't want to change your plan, just test one version, then the next.

    In my opinion, direct mail as a starter is fine, but not needed with a target of only 50 prospects. Just call them. My experience with home remodelers is they respect a good sales effort, no matter how negative they sound at first, so get your sales guy on the phone and calling them.
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author want2knowhow
    Do some free designs for say, a local homeless shelter, animal shelter or donate some time to working with kids at school and alert the media! They're always hungry for a story and if you make it compelling enough--watch your phone start ringing with PAYING customers. You've just created a public face to your business and built solid trust through the media! And let the *fun* begin. Now you are the hunted instead of the hunter! ;-)
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  • Profile picture of the author MIB Mastermind
    Listen to Ewan, what he's telling you is the right way to go about this.

    It's much better positioning. You want them calling you all ready sold (or pre-sold)
    on your services.

    You do this by providing "huge" value upfront, be specific... pinpoint there greatest pain or frustration and provide them an with immediate solution, then present them with an irresistible offer, and use "risk reversal".
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  • Profile picture of the author mrinternational
    Wow, you ask a question, get a hell of an answer from a qualified respected warrior and decide to say thank you that's not what I want to hear, no thanks. When it comes to Ewen he knows his stuff. Even if you think it won't work or it's not for you, simply try it. Test it with a small number of prospects then see how that compares to what you where previously doing.

    I'm willing to bet you would be surprised. Now not all of it might be a right fit for your business that is why I say always test your assumptions.
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