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Direct Mail: Example on how to land Big Clients

by ewenmack
16 replies
American Express is sending out direct mail
that's lumpy.

Inside it is a replica red Ferrari.

Nice you'll be thinking.

What's the catch?

You gotta make a booking with a rep and when you meet,
you'll get the remote controller.

I know of one guy who got the free car but he was hanging out
for the remote.

Bingo, getting to talk with him about The American Express Platinum Business Card
was about to be achieved.

Pretty slick campaign.

Here's the image of the postcard....

Best,
Ewen

#big #clients #direct #land #mail
  • Profile picture of the author AmericanMuscleTA
    SOLD!!!!!!

    This is definitely going into the swipe file!
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    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
    www.BibleAndFriendsYouTube.com

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    • Profile picture of the author ewenmack
      It would be interesting to see if Amex
      have a toy for women business owners.

      Best,
      Ewen
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  • Profile picture of the author RickDuris
    I'm definitely going to use this strategy. Maybe not this product, but definitely this strategy. Thanks, Ewen.
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  • Profile picture of the author Steve The Copywriter
    A little challenge…

    Suppose you were after copywriting clients and you used this idea.

    What would the first grabber be?

    And then the second one?


    Steve


    P.S. Years ago I sent a voucher for a safe deposit box company.

    (The idea being "you'll need somewhere to stash the money you'll make")

    But it didn't name the bank.

    They had to book a consultation to get the details.
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    http://www.warriorforum.com/warriors...right-now.html
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    • Profile picture of the author JamesDLayton
      Depending on how much the client was "worth" and the overall odds of catching them. You can get creative.

      Send an inexpensive briefcase with something hidden inside. The note attached asks them to call you for the combination.

      Could work for lawyers/accountants etc.. (Unlocking Wealth/Potential/Business) through copy writing services.

      Cell phones are cheap as hell these days. Send a pay-as-you-go cell phone with a note (Turn Me On To Find Out xxxxxx)

      Just need to FedEx the phone at a certain time and predict roughly when it will be unboxed. Either way it will sit on his/her desk all day waiting for it to ring.

      OR put YOUR number as the ONLY number in the phone and list the number as CALL ME

      James
      Signature
      "We are what we think about
      all day long." - Earl Nightingale
      One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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  • Profile picture of the author JamesDLayton
    If I was a catering company I might send high value corporate clients a hot dog sausage (freshly sealed of course) then a note : For A Free Lunch And A Bun Call...

    I will pop round and make you lunch this week.

    Then just go round with your food making stuff and make the CEO a hotdog.

    Either way you get in his office and get his time for half hour AND maybe cater all his companies get to gethers etc..

    James
    Signature
    "We are what we think about
    all day long." - Earl Nightingale
    One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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    • Profile picture of the author ewenmack
      Here's what can be used as a replacement for the Ferrari...

      Same thing can apply, send the big boys toy
      and they gotta talk with you if they want the remote.

      Here's where to but them...https://store.dji.com/ .

      Best,
      Ewen

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      • Profile picture of the author Cam Connor
        I watched a Perry Belcher talk recently where he was talking about "plate lickers" people who will come to free sales dinners for the food and then leave... so the downside to these types of things is you'll get a bunch of freeloaders and tire kickers, unfortunately.

        THAT being said, however, you'll do pretty good GIVING away money with things like credit cards, loans, etc., so I think that's the type of market an offer like that is great for. Just wouldn't try to sell actual ferraris with that strat.
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  • Profile picture of the author Andy The Copywriter
    Obviously a very good strategy but isn't this pretty much limited to like muti-million dollar companies?

    How much does a half-decent remote control car cost... Like a thousand bucks? Send out five hundred, that's five hundred grand...

    (Now I can see that you have PUMA as a client... I'm sure this can work for a business like that... I'm just wondering how this can be applied to smaller companies, sense I'm sure there's a more cost effective way to do basically the same tactic).
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    • Profile picture of the author Cam Connor
      Originally Posted by Andy The Copywriter View Post

      How much does a half-decent remote control car cost... Like a thousand bucks?
      I highly doubt it. Probably closer to $20.
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    • Profile picture of the author ewenmack
      Originally Posted by Andy The Copywriter View Post


      (Now I can see that you have PUMA as a client... I'm sure this can work for a business like that... I'm just wondering how this can be applied to smaller companies, sense I'm sure there's a more cost effective way to do basically the same tactic).
      You bring up a great point Andy.

      If what you are selling is a bit complicated, haven't used before
      and normally difficult to get access to a decision maker,
      then this is certainly a great foot in the door strategy.

      For my company's product, it's not complicated,
      easy to understand prospects are already using, not a high dollar value,
      therefore this lead generation system would be wasteful.

      Puma was a cold walk in off the street.

      Manager is going to see if he can get me into all their 89 USA stores.

      Best,
      Ewen
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  • Profile picture of the author JamesDLayton
    I used to order crates of R/C stuff from Hama Toys China. Knew the C.E.O pretty well, his son ran the factory. Anyway wholesale, 50+ units. Was around $9.99 for a Volvo XC, Land Rover, Jaguar all the exec management type stuff. And they were officially licensed. Good quality too. 1/18 scale mainly so a nice size.

    James
    Signature
    "We are what we think about
    all day long." - Earl Nightingale
    One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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  • Profile picture of the author JamesDLayton
    The downside of this strategy of course (as anyone who dicks around in ToysRus will know) that MOST R/C toys are on the same frequency 27Mhz so if your son already has some beat up old car like my kids do.... well it will run the Ferrari just fine

    J
    Signature
    "We are what we think about
    all day long." - Earl Nightingale
    One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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  • Profile picture of the author fsiegel
    Banned
    This strategy is pretty cool. Wonder if other companies will try to do the same strategy.
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    • Profile picture of the author ewenmack
      Originally Posted by fsiegel View Post

      This strategy is pretty cool. Wonder if other companies will try to do the same strategy.
      The beauty of direct mail is that, mostly,
      your competitors don't get to see what you are
      doing, therefore you are competition proof.

      Best,
      Ewen
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  • Profile picture of the author rickdangelo
    Really cool strategy. hopefully we see more of this in the future!
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