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Direct Mail - irresistable offer

by qu4rk
12 replies
Ewen has a great thread about Case Studies as the irresistible offer. I am in the process of doing a direct mail pc. for a service helping clients with negative reviews. However, I don't have any case studies to offer the client. And, I can't find any to use as sources.

So, with that said, my next list of offers are:

  • A free guide
  • A free consultation (probably the weakest)

I wanted to see if any of the experienced Warriors can offer any advise on what my offer could be in order to increase the number of responses I get.

Thanks!
#direct #irresistable #mail #offer
  • Profile picture of the author DABK
    You have a friend or two who own a business? Convince them to let you do what you do for free, onitor results, there's your case study.

    Originally Posted by qu4rk View Post

    Ewen has a great thread about Case Studies as the irresistible offer. I am in the process of doing a direct mail pc. for a service helping clients with negative reviews. However, I don't have any case studies to offer the client. And, I can't find any to use as sources.

    So, with that said, my next list of offers are:

    • A free guide
    • A free consultation (probably the weakest)

    I wanted to see if any of the experienced Warriors can offer any advise on what my offer could be in order to increase the number of responses I get.

    Thanks!
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    • Profile picture of the author MRomeo09
      Find the dominant businesses in a few niches, ones that have tons of good reviews. And interview them, ask them questions which lead to your case study. Then find a few businesses that have bad reviews and interview them.

      Whammo you have case studies that are interesting and relevant to your prospects.
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  • Profile picture of the author SashaLee
    HI there,

    Here are some links to help you:

    case study questions - Google Search

    All the best,

    Sasha
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    • Profile picture of the author Biz Max
      I'm not sure case studies are all that necessary. I'd use some snippets but I would focus
      more on the damage that is being done to THEIR business. I know a few guys doing
      rep management and they go after 'troubled' businesses.

      Basically they troll Yelp or the like and essentially use the prospects reviews to be
      the motivating factor. Works well for them. Case studies are too disconnected to
      inspire business owners IMHO.

      'free guides' I feel are not very good either.
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      Small Business Marketing & Branding Specialist
      http://BrandWhisperer.net
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      • Profile picture of the author SashaLee
        Originally Posted by WhiteRhino View Post


        'free guides' I feel are not very good either.
        Hi there,

        Doesn't have to be free. Put a price tag on it - print it on there - $5.95. That immediately gives it value and hence enhances its value when given away.

        I too hate "free guides". My company had hundreds of what they called "free information pamphlets" when they hired me. Each designed to be applied to different industries. After I kicked and screamed to test out an "Industry Report" priced at 5 euros (but given away as a "here have this with my compliments") their effectiveness increased by a factor of 10 and I was hailed a heroine.

        I learned that from Jay Abraham.....

        All the best,

        Sasha.
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        • Profile picture of the author qu4rk
          Originally Posted by SashaLee View Post

          Hi there,

          Doesn't have to be free. Put a price tag on it - print it on there - $5.95. That immediately gives it value and hence enhances its value when given away.

          I too hate "free guides". My company had hundreds of what they called "free information pamphlets" when they hired me. Each designed to be applied to different industries. After I kicked and screamed to test out an "Industry Report" priced at 5 euros (but given away as a "here have this with my compliments") their effectiveness increased by a factor of 10 and I was hailed a heroine.

          I learned that from Jay Abraham.....

          All the best,

          Sasha.
          Wow, I never thought of that. So, in a direct mail piece, I could say get our $40 guide for free if you contact me by "X" date?
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      • Profile picture of the author qu4rk
        Originally Posted by WhiteRhino View Post

        I'm not sure case studies are all that necessary. I'd use some snippets but I would focus
        more on the damage that is being done to THEIR business. I know a few guys doing
        rep management and they go after 'troubled' businesses.

        Basically they troll Yelp or the like and essentially use the prospects reviews to be
        the motivating factor. Works well for them. Case studies are too disconnected to
        inspire business owners IMHO.

        'free guides' I feel are not very good either.
        So do they just say, "Your reviews suck...call me if you want to fix them"?

        I was thinking about going that route, but wanted to be a little more strategic. I was going to use the case study to say, here is a company that had a situation like yours. Here is the impact it had & after they did "X", they now have "Y" results.

        I was thinking it would open people more to "can you do something like that for us?"

        What do you guys think? Direct or indirect?
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        • Profile picture of the author Biz Max
          Originally Posted by qu4rk View Post

          So do they just say, "Your reviews suck...call me if you want to fix them"?

          I was thinking about going that route, but wanted to be a little more strategic. I was going to use the case study to say, here is a company that had a situation like yours. Here is the impact it had & after they did "X", they now have "Y" results.

          I was thinking it would open people more to "can you do something like that for us?"

          What do you guys think? Direct or indirect?
          The way you're talking can work as long as you use the 'here's a business suffering from the same thing you are". It must tie directly to their business and alert them of the problem (some are unaware of the situation).

          Think of it as a doctor talking to a patient diagnosed with cancer. Direct is the only way to go- "If you do not start chemo treatments immediatley you will only have 6-12 months to live". You are supplying chemo to their cancer (online reviews).

          You may not be the only one contacting them about Rep management. Be sure to punch them in the nuts to get their attention.
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          Small Business Marketing & Branding Specialist
          http://BrandWhisperer.net
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          • Profile picture of the author RKCastillo
            Use the harvard study & the uc berkley study as your proof of value.

            If I remember correctly harvard found a 5-9% increase in revenue from 1/2 star increase.

            UC berkley found an increase of 19% in reservations with 1/2 star increase.

            Use the google to find the actual studies.

            I think asking a business how much they made last year and ask them if they could handle a 5% increase and then sell it cheaper would work well
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            • Profile picture of the author qu4rk
              Originally Posted by RKCastillo View Post

              Use the harvard study & the uc berkley study as your proof of value.

              If I remember correctly harvard found a 5-9% increase in revenue from 1/2 star increase.

              UC berkley found an increase of 19% in reservations with 1/2 star increase.

              Use the google to find the actual studies.

              I think asking a business how much they made last year and ask them if they could handle a 5% increase and then sell it cheaper would work well
              I just found them both. They seem really long. Do you guys think that it would make sense to send them a summary of what they are both saying & just use them both as references?
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          • Profile picture of the author qu4rk
            Originally Posted by WhiteRhino View Post

            The way you're talking can work as long as you use the 'here's a business suffering from the same thing you are". It must tie directly to their business and alert them of the problem (some are unaware of the situation).

            Think of it as a doctor talking to a patient diagnosed with cancer. Direct is the only way to go- "If you do not start chemo treatments immediatley you will only have 6-12 months to live". You are supplying chemo to their cancer (online reviews).

            You may not be the only one contacting them about Rep management. Be sure to punch them in the nuts to get their attention.
            Haha. Ok, I will be sure to go around punching them all in the nuts. Thanks!
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    • Profile picture of the author qu4rk
      Originally Posted by DABK View Post

      You have a friend or two who own a business? Convince them to let you do what you do for free, onitor results, there's your case study.
      I do have a few friends I can do this for. This is a great idea.

      Originally Posted by MRomeo09 View Post

      Find the dominant businesses in a few niches, ones that have tons of good reviews. And interview them, ask them questions which lead to your case study. Then find a few businesses that have bad reviews and interview them.

      Whammo you have case studies that are interesting and relevant to your prospects.
      This is even a better idea. I can do this in a much shorter time span.

      Originally Posted by SashaLee View Post

      HI there,

      Here are some links to help you:

      case study questions - Google Search

      All the best,

      Sasha
      This is great. I was googling, "How to write...", "Types of ...", "Best Practice ..." stuff. I didn't even think to search for "... questions".
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