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Direct Mail To Sell a FREE Webinar?

by WayneMoore
6 replies
So, I was just about to start a direct mail campaign targetting a certain niche which offers a 'free startegy session'...(where obviously I then upsell them a suitible service)

However, I have just had the thought of offering a free webinar rather than a phone strategy session, and then offering the strategy sessions to those who 'apply' for them.

Has anyone here had any success with Webinars in general for selling offline? And, has anyone tried direct mail ---> Webinar/ Squeeze page?

Any oppinions appreciated!
#direct #direct mail #free #mail #offline #sell #webinar
  • Profile picture of the author Claude Whitacre
    Sure. It's incredibly profitable.

    You can send the people to a webinar...and then to a strategy session.

    You can just use the webinar to sell, and they order at the end of the webinar..

    Or you can just send them to sign up for a strategy session.

    The only one I suggest you don't do, is just the strategy session alone. Unless you are selling something very inexpensive, the webinar is there to build demand, and build value in your advice. It also creates a "celebrity image" of you, so the strategy sessions will be far more qualified and easier to sell, after a webinar.

    The exception is if the sales letter literally does all the work of the webinar.
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    • Profile picture of the author WayneMoore
      Originally Posted by Claude Whitacre View Post

      Sure. It's incredibly profitable.

      You can send the people to a webinar...and then to a strategy session.

      You can just use the webinar to sell, and they order at the end of the webinar..

      Or you can just send them to sign up for a strategy session.

      The only one I suggest you don't do, is just the strategy session alone. Unless you are selling something very inexpensive, the webinar is there to build demand, and build value in your advice. It also creates a "celebrity image" of you, so the strategy sessions will be far more qualified and easier to sell, after a webinar.

      The exception is if the sales letter literally does all the work of the webinar.
      Cheers for the reply! Ok- that's great to hear! So, I'm guessing you yourself have used Direct Mail to promote Webinars before? In your experience have you had to send out a LOAD of letters, or have you got results from a small niche targeted mail out before now?

      This is really my first step into the world of direct mail...
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      • Profile picture of the author Claude Whitacre
        Originally Posted by WayneMoore View Post

        Cheers for the reply! Ok- that's great to hear! So, I'm guessing you yourself have used Direct Mail to promote Webinars before? In your experience have you had to send out a LOAD of letters, or have you got results from a small niche targeted mail out before now?

        This is really my first step into the world of direct mail...
        I didn't use direct mail. I used online sources. But I have used direct mail for other offers.

        I send (from online sources) the prospect to a page that has an hour long speech that I gave. Then they are invited to get a 30 minute strategy session. And then I sell an expensive service.

        I know people that use postcards to drive people to a webinar...to a strategy session...and then sell them there.

        Why are you choosing direct mail to start the funnel? There are much cheaper ways.

        I would only use direct mail to a list of someone else's buyers, and joint venture with them. The expense per webinar viewer will be pretty high, so you want very qualified proven buyers to be seeing it.

        I don't think there is any compiled list that you could use, that would justify a direct mail campaign to get people to a webinar.
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        • Profile picture of the author WayneMoore
          To ne honest, it is just to test the effectiveness of it and see if it's scalable as I know some other warriors use this method.

          I am also about to ramp up my FB advertising to build authority by building a large fan base, and the using targeted ads and sponsored posts to promote the webinar that way. I realise that will also probably prove to be a pretty effective and scalable way.

          I have TRIED to use emailing of cold leads before also, but have had very poor deliverability and response rates for that, and am yet to find a good solution to manage that (currently I use an SMTP server with Thunderbird Mail Merge Plugin..) I'm certainly 'all ears' for effecttive ways to get offline business owners into my funnel, if you have any other eccomended, targeted traffic sources?

          Note: The data was just going to be a particular niche within a particular town/ City. e.g. 50 independent restaurants/ hair salons etc- so no purchased list. It's an offer to show them how to leverage their existing customer base to increase their revenue, and decrease their advertising spend.

          Originally Posted by Claude Whitacre View Post

          I didn't use direct mail. I used online sources. But I have used direct mail for other offers.

          I send (from online sources) the prospect to a page that has an hour long speech that I gave. Then they are invited to get a 30 minute strategy session. And then I sell an expensive service.

          I know people that use postcards to drive people to a webinar...to a strategy session...and then sell them there.

          Why are you choosing direct mail to start the funnel? There are much cheaper ways.

          I would only use direct mail to a list of someone else's buyers, and joint venture with them. The expense per webinar viewer will be pretty high, so you want very qualified proven buyers to be seeing it.

          I don't think there is any compiled list that you could use, that would justify a direct mail campaign to get people to a webinar.
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          • Profile picture of the author ewenmack
            Wayne, have you had some success selling to your target market
            and have you had some success with the message in a different media?

            Best,
            Ewen

            P.S. Important to know this so you don't lose money
            when you are in testing phase.
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          • Profile picture of the author Claude Whitacre
            Originally Posted by WayneMoore View Post

            To ne honest, it is just to test the effectiveness of it and see if it's scalable as I know some other warriors use this method.

            I am also about to ramp up my FB advertising to build authority by building a large fan base, and the using targeted ads and sponsored posts to promote the webinar that way. I realise that will also probably prove to be a pretty effective and scalable way.

            I have TRIED to use emailing of cold leads before also, but have had very poor deliverability and response rates for that, and am yet to find a good solution to manage that (currently I use an SMTP server with Thunderbird Mail Merge Plugin..) I'm certainly 'all ears' for effecttive ways to get offline business owners into my funnel, if you have any other eccomended, targeted traffic sources?

            Note: The data was just going to be a particular niche within a particular town/ City. e.g. 50 independent restaurants/ hair salons etc- so no purchased list. It's an offer to show them how to leverage their existing customer base to increase their revenue, and decrease their advertising spend.

            Cold e-mails would be almost a complete waste of time. You would need to send thousands to get even 10 people to your webinar.

            The problem with your direct mail idea, is that it's still a cold list. And a letter costs about a dollar to put together and mail.

            So, ignore the time involved. Even if you send a fantastic sales letter, you may get 1% response. I know, it seems like you would get more, but 1% is really pretty good. So now...your expense to get someone on a free webinar is $100.

            And maybe your cost to get someone to fill out a strategy request is $500. (20% of the 1%). And these are highly unlikely numbers. Meaning your results will likely be much lower.

            Sponsored ads of Facebook are about the best way to go. You can even choose to be seen only by friends of restaurant owners....or followers of restaurant gurus.

            Frank Kern, the absolute master of webinar marketing, uses Facebook ads exclusively.
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