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Offline marketers - how do you get people to read your letter?

by MrYossu
31 replies
Hello,

Having become interested in the offline arena, I have been exploring ways of getting through to business owners (BO). Whilst I am interested in all sorts of approaches, the original letter idea still seems to be one of the most effective (certainly good enough not to ignore).

However, like everyone, I am faced with the challenge of trying to get the BO to read the letter. I don't think getting them to open it is a problem, as I am mainly targeting small retail businesses, and a handwritten envelope with a real stamp looks too much like a genuine letter to be dumped unopened.

What bothers me is getting them past the first line of the letter. David Preston's letter (in the thread that started the mammoth Cash Cow discussion) started off introducing him as a web consultant (or something similar, can't remember exactly). My guess is that a lot of people wouldn't read further, as they would realise it's a sales letter and bin it.

Anyone any advice about how to get them to read the letter? I wondered about putting a catchy headline at the top of the letter, but that just screams "sales letter" soooo loud.

I would be interested to hear any comments.

Thanks
#letter #marketers #offline #people #read
  • Profile picture of the author TimothyW
    How (+ why) do you intend to 'get around' having you rletter 'scream sales letter' when it IS a sales letter?

    What's wrong with a sales letter (you assume they'd bin any letter that is a sales letter)?

    Why hide it?

    Doesn't what you are selling BENEFIT them?

    If their store is on fire when they open your letter, and the headline says, "Enclosed please find a ready-to-use fire extinguisher..."

    It's not selling or buying that causes a problem -- it's selling something they don't want -- or at the wrong price, etc. that causes them to bin a letter.

    If your headline gets over that hurdle, they will not bin your letter, even knowing it is a SALES letter (shock/horrors).

    If you are afraid they will bin your letter -- what you are really saying is, you are afraid you cannot CONVEY the importance or benefit or value that your sales proposition represents. OR that your proposition DOES NOT have sufficient value in the first place.

    THOSE are the (mental) areas you should concentrate upon, imo.

    Cheers.

    -- TW

    PS: How about using a (local) testimonial as a headline?
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    • Profile picture of the author 4morereferrals
      If an A10 envelope appears on a business owners front desk with metered postage and ends up straight in the can before even being opened - what good is a killer headline?

      You can search any thread with CASH COW or OFFLINE and see several of my posts on this topic.

      I just met with a very large business owner in my 9-5 day job for lunch yesterday. They own a winery and 14 large apartment complexes. They wish to manage more properties, but are having a difficult go getting their message / sales letters / etc ... in the hands of the building owner or decision makers.

      I discussed with them the tools and techniques we use to get past the gatekeepers in our cold prospecting, and how we get an extremely high open rate - like 95% and a very high read rate and remembrance rate - meaning they get our piece ... its opened by the intended recipient 95% + of the time, they read at about the same rate, and 70% recall who we are when we call - or they call us.

      Its not email. lower success rate than direct mail. It costs $$$... hence many have avoided or ignored its efficacy. $15 each. But it works like a mofo... US / CAN / AUS Residents only - else the cost goes up to like $30 ea - sorry UK folks many in a couple years they will have the system over there.

      Anyhow back to the story ... after lunch - showed these guys on hteir computers in like 5 minutes what we're up to and how the system works - they about soiled themselves. It's such a simple concept! Its so easy! OMG that is going to be perfect! I cant believe they can do all that for so cheap....!

      For offline businesses to do marketing - they understand having to spend money on more than an Aweber account for $19.95.

      80+ % of the battle is getting your piece opened and read by the proper person at an offline business.
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    • Profile picture of the author BrianMcLeod
      Originally Posted by -- TW View Post

      If you are afraid they will bin your letter -- what you are really saying is, you are afraid you cannot CONVEY the importance or benefit or value that your sales proposition represents. OR that your proposition DOES NOT have sufficient value in the first place.
      This is EXCELLENT advice.

      The very first (and arguably the most important) demonstrable value you present to your prospect is your ability to get THEM to pay attention to YOU.

      Best,

      Brian
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    • Profile picture of the author MrYossu
      OK, maybe I didn't make myself clear! I completely agree with, and understand what you're saying here.

      My point was not "how do I make my letter offer benefits" as I already understand that, it was more "how do I grab their attention and make them realise it's to their benefit before they throw it in the bin?"

      Originally Posted by -- TW View Post

      How (+ why) do you intend to 'get around' having you rletter 'scream sales letter' when it IS a sales letter?
      What I meant was, how go I get around the knee-jerk reaction of dropping a sales letter in the bin. I have no problem with them knowing it's a sales letter, as long as they read it first and digest it. If they aren't interested, fine, let them drop it in the bin!

      Originally Posted by -- TW View Post

      What's wrong with a sales letter (you assume they'd bin any letter that is a sales letter)?

      Why hide it?
      I assume that the instant reaction to a sales letter is to bin it. That is based on my own experience, and what I have heard from others. One of the problems of IM is grabbing people's attention before they click away. The same problem applies here. I need to grab their attention and get them to read the letter, rather than just binning it.

      Originally Posted by -- TW View Post

      Doesn't what you are selling BENEFIT them?

      If their store is on fire when they open your letter, and the headline says, "Enclosed please find a ready-to-use fire extinguisher..."
      Hee hee, nice example.

      Sure it benefits them, I just have to convince them of that before the letter goes in the bin.

      Originally Posted by -- TW View Post

      It's not selling or buying that causes a problem -- it's selling something they don't want -- or at the wrong price, etc. that causes them to bin a letter.

      If your headline gets over that hurdle, they will not bin your letter, even knowing it is a SALES letter (shock/horrors).

      If you are afraid they will bin your letter -- what you are really saying is, you are afraid you cannot CONVEY the importance or benefit or value that your sales proposition represents. OR that your proposition DOES NOT have sufficient value in the first place.
      No, what I'm saying is that I know my letter is of value to them, but they will very likely open it and have an instant preconditioned reaction to dump it. I want to know how to get around that, and let them see the value and benefit that I know is there.

      Originally Posted by -- TW View Post

      PS: How about using a (local) testimonial as a headline?
      Now that's a brilliant idea!

      Ta ra
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      • Profile picture of the author TimothyW
        Originally Posted by MrYossu View Post

        Sure it benefits them, I just have to convince them of that before the letter goes in the bin.
        Ta ra
        Yes -- that's what I am saying! You do this with a carefully crafted headline, not no headline at all.

        I'm saying, YOUR solution to them reacting to the SALES LETTER ASPECT of your letter is to try to DOWNPLAY that aspect. That's trying to be a sheep in wolf's clothing. That won't work.

        I'm saying MY solution is to NOT hide the SALES LETTER ASPECT of your letter -- but to make SURE your letter IMMEDIATELY GRABS to person with an IMPOSSIBLE TO IGNORE benefit headline.

        Your way just DELAYS the throwing the letter away option.

        My way (potentially) eliminates it -- which is what you want!

        Here's my 'cocktail napkin + crayon exercise'...

        *IF* you know you HAD to make a sale (your LIFE depended on it), and you only had a cocktail napkin and a crayon... WHAT (EXACTLY) would you write on the napkin, and WHO (be as SPECIFIC as you can) would you give it to?

        Figure that out, and you'll have a better idea of the first thing your letter should say -- and who to send them to.

        Cheers.

        -- TW
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        • Profile picture of the author MrYossu
          Originally Posted by -- TW View Post

          Yes -- that's what I am saying! You do this with a carefully crafted headline, not no headline at all.
          Hey TW!

          Thanks for the reply. I think we're actually on the same wavelength, just saying it in different words which is where the confusion came.

          Basically, what you're saying is that a catchy headline is a good way to start the letter. That's really what I was asking at the start!

          OK, I'll give it a go and see how I get on.

          Thanks again
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  • Profile picture of the author Ian Middleton
    I was at a seminar a while ago where an off-line marketer suggested making the letter "lumpy" by inserting something that generates curiosity in the recipient's mind when he picks it up.

    He stuck a pen in the envelope with his details on it. This usually gets the letter opened and if the pen is decent, they will probably read the content. If it is a nasty cheap thing it gives the wrong impression and they might just throw them both away.

    Just an idea?

    Ian Middleton
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    • Profile picture of the author MrYossu
      Originally Posted by Ian Middleton View Post

      I was at a seminar a while ago where an off-line marketer suggested making the letter "lumpy" by inserting something that generates curiosity in the recipient's mind when he picks it up.
      Ian,

      This is all correct, but as I said, I don't think the problem is getting them to open the letter in the first place. Whilst all these ideas are clever, they don't necessarily address my basic issue.

      A handwritten, stamped (not franked) letter will get opened 99.9% of the time. A shop owner can't afford to dump something that might contain a cheque from someone who wants to buy mail order, etc.

      Opening isn't my issue, it's what happens next.

      Having said that, I suppose the lumpy mail aspect can be used to pique their curiosity to the point where they read the letter to see what it's about. I was thinking of lumpy mail as a gimmick to get them to open it. Maybe it can be used after that stage as well.

      Ta ra
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  • Profile picture of the author Maria Gudelis
    SEX sells...hmmm..

    what do I mean - I've been doing direct mail now since 2003 and have made a lot of money doing it this way to GRAB their attention:

    I have a very unique postcard graphic image that portrays the 'benefits' via information visualization...and also is pleasing to the eye -e.g. a cartoon character of a nice looking gal with her saying in the bubble a benefit..

    ..it works - plain and simple

    you can find some great artists for that over at guru.com - I usually pay between $80 to $150 for a real good one, with the rights to it or sometimes the graphic artist used a collective commons graphic as part of the 'overall graphic'

    I'll be doing a ridiculously cheap wso on this in the next few days so will keep you posted as I'll be including the original graphic files as well that I've used..

    cheers, m
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    • Profile picture of the author JohnMcCabe
      Originally Posted by Maria Gudelis View Post

      SEX sells...hmmm..

      ...

      I have a very unique postcard graphic image that portrays the 'benefits' via information visualization...and also is pleasing to the eye -e.g. a cartoon character of a nice looking gal with her saying in the bubble a benefit..

      ..it works - plain and simple
      Maria, this reminds me of a set of banner ads I used to use back when all you had to do was get attention to get the click.

      I started with a stock photo of a gorgeous model - head shot, preferably with eyes wide. I'd crop the photo to show only the eyes and maybe the bridge of the nose. Enough face to show that the photo was a gorgeous babe.

      The caption on the banner was "Wanna see what she sees? Click here..." At their best, those banners were pulling 15-20% click through.

      I'm looking forward to seeing your WSO...
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      • Profile picture of the author Maria Gudelis
        Originally Posted by JohnMcCabe View Post

        Maria, this reminds me of a set of banner ads I used to use back when all you had to do was get attention to get the click.

        I started with a stock photo of a gorgeous model - head shot, preferably with eyes wide. I'd crop the photo to show only the eyes and maybe the bridge of the nose. Enough face to show that the photo was a gorgeous babe.

        The caption on the banner was "Wanna see what she sees? Click here..." At their best, those banners were pulling 15-20% click through.

        I'm looking forward to seeing your WSO...
        Howdy John! Thanks! I'll shoot over a free copy for you to review!

        Yes - the gorgeous models work...and funny enough - I translate that to video as well to sell - I have hired 6 models this Friday for a video shoot- it will be fun!!! (hmmm...how to keep my hubby away from the office that day!)

        Cheers M
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  • Profile picture of the author MrYossu
    Marie and John,

    Thanks for the ideas. I'm not sure how comfortable I would be with the sexy babe approach, I'm a very conservative family man, and usually avoid that sort of thing! I know that's pretty unusual in our modern society, but hey, I'm old-fashioned!

    However, you have got me interested in the idea of a good graphic, say on a postcard. I had contemplated this, but couldn't think of how to present this sort of marketing technique graphically.

    Do you have a sample or two you could show? Just to give me an idea of what sort of thing you're talking about.

    Thanks very much
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  • Profile picture of the author TimothyW
    Think a little more 'tectonicly' !!!

    You don't want a 'catchy' headline.

    You want a headline that ***FORCES*** them to read further!

    Yes, I said FORCES!!!

    I've been giving your dilemma some thought.

    Try this headline (TEST it)...

    "Are you saying, in an economic MELTDOWN like the one we're in right now, you (a small business owner) would bin a letter that could help you [STRONG benefit offered]?!?"

    (((Subhead could be...)))

    Also consider this: What if you bin this letter, and your competition doesn't?

    (((Then...)))

    In tough times like these, your small business can use every advantage it can get!...

    (((body copy)))

    ______________

    Cheers.

    -- TW
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    • Profile picture of the author TimCastleman
      Mr Y -

      $10 bills. That is what you could use to get the letter opened and read. Get say $500 worth of bills, get them cut in half so one side is shorter than the other one and mail the short side out with the letter.

      In the letter make reference to the money and say the other half is waiting for them to claim it if they just read the letter and agree to a 10 minute meeting.

      If they never respond take the other half of the money back to the bank and they will replace it with a new $10 for you to do the same thing with.

      As far as postcard marketing, I love it and will have a WSO out shortly explaining my entire postcard marketing system for offline marketing. It was the only thing I did for 3 years that made me all the money.


      Tim
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      • Profile picture of the author digitalnomad
        Originally Posted by TimCastleman View Post

        Mr Y -

        $10 bills. That is what you could use to get the letter opened and read. Get say $500 worth of bills, get them cut in half so one side is shorter than the other one and mail the short side out with the letter.

        In the letter make reference to the money and say the other half is waiting for them to claim it if they just read the letter and agree to a 10 minute meeting.

        If they never respond take the other half of the money back to the bank and they will replace it with a new $10 for you to do the same thing with.

        As far as postcard marketing, I love it and will have a WSO out shortly explaining my entire postcard marketing system for offline marketing. It was the only thing I did for 3 years that made me all the money.


        Tim
        I am sure that works, but this may also get you a visit from the Treasury Department for defacing currency. Use caution for this advice.
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        • Profile picture of the author TimothyW
          Originally Posted by digitalnomad View Post

          I am sure that works, but this may also get you a visit from the Treasury Department for defacing currency. Use caution for this advice.
          It's not defacing money.

          That law only applies when you try to SPEND defaced money.

          If a bill has both serial numbers when you try to spend it, it's probably legit, even if it's taped together.

          WHILE you are in possesion of a bill or coin, you can do whatever you want to it.

          -- TW
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        • Profile picture of the author TimCastleman
          Originally Posted by digitalnomad View Post

          I am sure that works, but this may also get you a visit from the Treasury Department for defacing currency. Use caution for this advice.
          You crack me up. I give you something that has made me thousands and you're worried about the treasury department showing up. Thanks for the laugh. Keep worrying while I'm making money.

          Tim
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          • Profile picture of the author TimCastleman
            Hit send before I finished my thought.

            Here is what I would do


            Take the torn $5 bill and staple it to the top of the letter and fold it so when they open the envelope they see the torn money. They will look at the rest of the letter.


            Dear (Put Business Owner Name Here):

            I sent you a torn $5 bill for two reasons.

            1. I wanted to show you what throwing away half your money looks like.
            2. I wanted to make sure you read this entire letter to find out how you get the other half of your money back.

            Something along those lines. They will read it. Respect their time and they will respect yours.

            Worse case you have to go to the bank and ask for a bunch of new $5. Best case - you make a ton of money.

            Tim
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            • Profile picture of the author JohnMcCabe
              Following through on your "might be from a customer" theme...

              Try telling them a story. Tell them how an acquaintance knows you are kind of a whiz at that Internet thing. How they were looking for a company that did _______.

              [This is the absolute truth. We are acquaintances, and I am looking for companies that _______. I'm asking you to look for those companies. ]

              Then tell them how you happened to contact them. For example, if you are using the autoresponder form thing as a lead-in, you could say...

              "When I looked at your site, I looked for one of those forms you can fill out that automatically sends out information and I couldn't find one. Those automatic reply programs are great, because people can learn about a business and sort of check them out before they call. There's no pressure, so they aren't afraid to ask for the information.

              I'm sure you already know that that's why so many ads are saying to send for their free information pack, and that no salesman will call.

              From a business perspective, these programs are great because they are always available, always deliver the message exactly the way you would, and they don't cost anything for printing and postage.

              Mr. Business Owner, part of what I offer my own clients is setting up those automatic reply programs. If you have a few minutes, I can tell you more about how they might work for your company. No charge, no pitch, just a little shared information with a fellow business owner.

              Give me a call at xxx-xxxx. Today would be good.

              Sincerely,

              [Handwritten signature, blue ink]

              PS - You can also use those reply programs to tell the people who contact you about special offers, sales, close-outs and such. No printing or postage for those, either. I don't know about you, but I love being able to contact people I know are interested in what I offer, when I want, without having to pay extra. You'll love it, to."

              If you were a business owner, sitting at your desk, and you opened that letter, would you read it to the end? Would you be at least tempted to call?

              Disclaimer: This letter has yet to be tested. I made it up as I typed this post. For those looking for copy and paste templates, you've been warned...
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      • Profile picture of the author xlfutur1
        Originally Posted by TimCastleman View Post

        Mr Y -

        $10 bills. That is what you could use to get the letter opened and read. Get say $500 worth of bills, get them cut in half so one side is shorter than the other one and mail the short side out with the letter.

        In the letter make reference to the money and say the other half is waiting for them to claim it if they just read the letter and agree to a 10 minute meeting.

        If they never respond take the other half of the money back to the bank and they will replace it with a new $10 for you to do the same thing with.

        As far as postcard marketing, I love it and will have a WSO out shortly explaining my entire postcard marketing system for offline marketing. It was the only thing I did for 3 years that made me all the money.


        Tim
        Tim, is your postcard WSO over?
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    • Profile picture of the author MrYossu
      Originally Posted by -- TW View Post

      Also consider this: What if you bin this letter, and your competition doesn't?
      That's a VERY strong catch line! Thanks
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  • Profile picture of the author Chris Ramsey
    When I was first trying out the Cash Cow method, I tryed the letter out and didn't get much of any response.

    I ended up using emails which got me a much better response.

    The title of the email was "Question about *Business Name*"

    Inside was basically the same letter as posted in the Cash Cow thread.

    These days however, I've returned to using methods that take a little longer, but in the end net me a much higher paying client.

    Hands down, my highest paying clients have come from speaking to groups in my local area. Everyone is always looking for free speakers, so if you can present your ideas clearly, you're going to gain a ton of clients.
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  • Profile picture of the author digitalnomad
    Originally Posted by MrYossu View Post

    Hello,

    Having become interested in the offline arena, I have been exploring ways of getting through to business owners (BO). Whilst I am interested in all sorts of approaches, the original letter idea still seems to be one of the most effective (certainly good enough not to ignore).

    However, like everyone, I am faced with the challenge of trying to get the BO to read the letter. I don't think getting them to open it is a problem, as I am mainly targeting small retail businesses, and a handwritten envelope with a real stamp looks too much like a genuine letter to be dumped unopened.

    What bothers me is getting them past the first line of the letter. David Preston's letter (in the thread that started the mammoth Cash Cow discussion) started off introducing him as a web consultant (or something similar, can't remember exactly). My guess is that a lot of people wouldn't read further, as they would realise it's a sales letter and bin it.

    Anyone any advice about how to get them to read the letter? I wondered about putting a catchy headline at the top of the letter, but that just screams "sales letter" soooo loud.

    I would be interested to hear any comments.

    Thanks
    Many of the old school tactics for direct mail are the same ideas being used for online marketing. Here are a few tips for the snail mail crowd.

    Use odd sized envelopes
    Teaser copy on outer envelope
    Use script instead of a type font for address
    Don't use labels
    Compelling return address
    Multiple postage stamps and First Class vs Bulk Mail
    Have a call to action
    Have a free offer or bonus
    Personalize the letter if possible

    Number One: Purchase a targeted mailing list for the demographics
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    • Profile picture of the author MrYossu
      Originally Posted by digitalnomad View Post

      Many of the old school tactics for direct mail are the same ideas being used for online marketing. Here are a few tips for the snail mail crowd.

      Use odd sized envelopes
      Teaser copy on outer envelope
      Use script instead of a type font for address
      Don't use labels
      Compelling return address
      Multiple postage stamps and First Class vs Bulk Mail
      Have a call to action
      Have a free offer or bonus
      Personalize the letter if possible

      Number One: Purchase a targeted mailing list for the demographics
      Hello,

      Thanks for the reply, but most of these ideas are for getting the letter opened. As I said in my first post, I'm not too worried about that part, as most of the businesses I'm targeting wouldn't dare throw away a hand-written envelope with a real stamp. There's too much chance that it's a cheque or similar from a customer.

      In my situation, tricks are more likely to make them suspicious and dump it unopened. Real customers writing to the business wouldn't do many of the things you mention.

      No, my question was more about getting them to read the letter once they've opened it. I guess it's a bit like a sales letter, and needs a compelling headline. Some good ideas have already been mentioned here, and I am going to try something like that.

      Thanks anyway.
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  • Profile picture of the author hotlinkz
    I've had pretty good luck with just sending a personal looking letter.

    * Plain white envelope
    * Hand addressed
    * Owners name (no business name)
    * No return address
    * Strong pre-sell message

    I have not tested any "gimmick" type mailers yet.
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    • Profile picture of the author MrYossu
      Originally Posted by hotlinkz View Post

      I've had pretty good luck with just sending a personal looking letter.

      * Plain white envelope
      * Hand addressed
      * Owners name (no business name)
      * No return address
      * Strong pre-sell message

      I have not tested any "gimmick" type mailers yet.
      This is all fine for getting the letter opened, but what do you do to get them to read it?

      I for one would be very grateful if you could share the text of your letter. I have had a low response rate from my letters, and so woudl be very happy to see something that works well.

      Also, do you do any follow-up to the letter? If so, what?

      Thanks
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  • Profile picture of the author GoGetta
    Just out of interest and it would dramatically improve your return. Once you send the initial letter, leave it 5 days and then follow up with a call!

    Sending another letter is just a waste of time, you could easily follow all up by the phone and you have a way in:

    "Hi, My name is ................. and I run a company called .................., I sent you a letter last week, did you have a look at it?"

    You could then find who is interested and who isn't quickly rather than spend money on the same run twice over!

    With this in mind you could also send a letter out first with a strong call to action. Why not send them to an optin, keep the letter short and sweet, leave them wanting more, send them to your optin and market from there. At least then you will have a list of potentially interested people.

    I would recommend the phone more than anything though as its quick easy and cheaper. You can find interest quicker!

    HTH

    GoGetta
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    • Profile picture of the author AndrewCavanagh
      At OfflineBiz.com Gold Members are using a letter that's getting over 20% of the business owners it's sent to to call back on the telephone.

      There are a few components to this simple short letter which I'm not going to share.

      But I will tell you that one way to get a business owners attention is to send them something that they sent to you and give them a compelling reason to call them...something that drives them nuts if they don't.

      Kindest regards,
      Andrew Cavanagh
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  • Profile picture of the author laird
    Originally Posted by MrYossu View Post

    Hello,

    Having become interested in the offline arena, I have been exploring ways of getting through to business owners (BO). Whilst I am interested in all sorts of approaches, the original letter idea still seems to be one of the most effective (certainly good enough not to ignore).

    However, like everyone, I am faced with the challenge of trying to get the BO to read the letter. I don't think getting them to open it is a problem, as I am mainly targeting small retail businesses, and a handwritten envelope with a real stamp looks too much like a genuine letter to be dumped unopened.

    What bothers me is getting them past the first line of the letter. David Preston's letter (in the thread that started the mammoth Cash Cow discussion) started off introducing him as a web consultant (or something similar, can't remember exactly). My guess is that a lot of people wouldn't read further, as they would realise it's a sales letter and bin it.

    Anyone any advice about how to get them to read the letter? I wondered about putting a catchy headline at the top of the letter, but that just screams "sales letter" soooo loud.

    I would be interested to hear any comments.

    Thanks
    First off - the question you asked isn't entirely correct. You're making the assumption they aren't reading the sales letter. Perhaps they are...they're just not taking advantage of your offer.

    Not to naysay poor response rates, but have you tried using David's letter? Letters composed by another Warrior forum member who's shared their results publicly? (I know a few of us have posted our sales letters.)

    A common reaction is to make changes to "personalize" the direct mail piece because "It isn't me/I would never say that/It won't work in my area/It doesn't make sense". Test as is.

    Do yourself a favor and pick up "The Ultimate Sales Letter: Attract New Customers. Boost Your Sales" by Dan S. Kennedy. He's widely considered one of the best direct mail copywriters around (even if he says so himself). His No BS Marketing Newsletter is chock full of ideas as well - I picked up an old 5-year archive of past issues. Great usable stuff.

    Another book to look for is "Million Dollar Mailings" by Dension Hatch. It provides LOTS of direct mail/direct response pieces - from the reasoning behind the design to in-depth look of the components involved.

    Everything you do with direct mail is testing - you're testing envelopes, envelope copy, lumpy mail, headline, PS's, content, graphics, etc. You cannot make assumptions that your mail is getting opened nor can you make assumptions it's getting read (or not getting read). The only variables you CAN use for your Key Performance Indicators (KPI's) are Known Quantities (of your mailing) and Responses. Those together provide you with a Response Rate.

    There's a whole science behind this stuff - and I've been studying it some 10+ years. I still get my share of complete direct mail failures.

    Del

    PS - --TW made a comment that generated a new marketing idea:

    Here's my 'cocktail napkin + crayon exercise'...
    Fake handwritten font, arrows, underlines, etc "written" on a cocktail napkin along with a regular letter. Cocktail napkin is used as the attention-getter and has a short message...

    EW x AR + PM = RBC
    Maximum revenue
    Cost-Savings!
    ================
    Marketing/Advertising Control

    Time to do this!!!



    Example from above:

    EW = Existing Website
    AR = Auto Responder
    PM = Personal Message
    RBC = Repeat Business Customer

    ...you get the idea. (Promotional Product companies can do this for you.)
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    • Profile picture of the author MrYossu
      Originally Posted by laird View Post

      First off - the question you asked isn't entirely correct. You're making the assumption they aren't reading the sales letter. Perhaps they are...they're just not taking advantage of your offer.
      I wasn't assuming they weren't reading the letter, I was looking for ways to increase the chances that they read the letter.

      I understand what you're saying, but I didn't assume quite as much as you thought . There is the wildest possibility that they read it right through five times and still weren't interested... nah, couldn't happen!

      Originally Posted by laird View Post

      Not to naysay poor response rates, but have you tried using David's letter? Letters composed by another Warrior forum member who's shared their results publicly? (I know a few of us have posted our sales letters.)

      A common reaction is to make changes to "personalize" the direct mail piece because "It isn't me/I would never say that/It won't work in my area/It doesn't make sense". Test as is.
      Yup, my first mailing was a split test between David's letter, and one that had the first line changed from "I am an e-commerce consultant" (or whatever the exact wording was, can't remember offhand) to "I work with small businesses, etc" (elevator speech that was discussed elsewhere.

      I got one response from 50 letters, which is too small to be statistically significant.

      There was a huge temptation to change it like you said, but I resisted it.

      As I said, I'm assuming that the letter was opened, and am looking to improve matters from there. You're right that I have no idea how many read the letter and didn't take me up, as opposed to the number that just didn't read it, but I was working on increasing the read rate first.

      Thanks for the reply. All discussion is valuable, and it all adds up to helping improve performance.
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  • Profile picture of the author BizBooks
    Never underestimate the power of a second and third mailing to those same customers....
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