Direct mail - can't get more direct or personal than that! | Warrior Forum - The #1 Digital Marketing Forum & Marketplace

14 years ago

I'm skeptical of the response rate..but it's a unique twist

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AdwordsMogul

14 years ago

This is brilliant! Amazing, the things you could do when you move your butt from that chair! I'm going to create something similar for my business as well - I'm not sure how, but I will!

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alexcercel

14 years ago

I do tend to believe it's real because the power visuals is usually huge. They've just seen their dream car in the they're yard. They need to make it real somehow. And taking into notice that this is a rich men area...

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candres79

14 years ago

All I know is that direct mail works amazingly well if you do it right. I worked as a mortgage broker and my company marketed only with direct mail. The response rate was HUGE! I was easily making over 100k a year from direct mail alone!

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dpwilliams

14 years ago

Now that's thinking outside the box...

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Rearden

14 years ago

Cool idea. Wonder what the results were?

Why not just send a seasoned salesman door-knocking and see if the homeowners would like a test-drive?

There already there at the front door.

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David Duford -- Providing On-Going, Personalized Mentorship And Training From A Real Final Expense Producer To Agents New To The Final Expense Life Insurance Business.

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AdwordsMogul

14 years ago

Originally Posted by Rearden

Cool idea. Wonder what the results were?

Why not just send a seasoned salesman door-knocking and see if the homeowners would like a test-drive?

There already there at the front door.

Because when you first approach a person they don't like you, care about you, or trust you.

When you show them a result they want, they're instantly more open to you. You let the emotion (greed for instance) take over.

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Rearden

14 years ago

Originally Posted by AdwordsMogul

Because when you first approach a person they don't like you, care about you, or trust you.

When you show them a result they want, they're instantly more open to you. You let the emotion (greed for instance) take over.

Oh ya?

Picture this.

"Hi Mr. Moneybags, my name is Hank Rearden from Elite Auto Group. I'm stopping by because we're introducing our brand new luxury Porsche to the Toronto area (point to the car in their driveway), and wanted to see (lift up the keys and jingle them) if you'd like to take it for a test-drive to see just how INCREDIBLE this new car is!"

If that's not instant gratification and priming a GREED, I don't know what is.

They say yes, get insurance information scanned (can get it with an IPhone these days) and license validated, and accomplish your goal. They say no or not right now, attempt to schedule an appointment either at their house (preferable) or the dealership.

Obviously you've never one-call closed on a door-knock before.

In fact, I just had some alarm guy cold knock me at 7:15PM EST Friday night. Couldn't buy from him, but I pitched him on life insurance. From there, we started talking, exchanged emails, and some business- and sales-building ideas.

After 5 minutes chatting, I (a) like him, (b) trust him enough to correspond with him, and (c) care about following up with him, as there aren't too many people with a sack to cold knock on a Friday, so he's a person worth connecting with.

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AdwordsMogul 14 years ago

Originally Posted by Rearden

Oh ya?

...

Well, I'm not saying it couldn't work.

A demonstration is always more powerful than a description.

Obviously, it worked for them. The fact that door-to-door does create results doesn't change the fact that there is always a barrier when you do it.

Plus, what they did is way less emotionally draining. (I've had my fair share of doing door-to-door, and recently cold calling too, thank you very much. )
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GrumpyMonkey

14 years ago

Great idea. I like the concept. One thing stood out to me though and it was the guy putting the piece in someones mailbox. Thats a huge no-no here in the states. People do it, but it is illegal. The pieces on the doorstep is ok, but not in the box.

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copyassassin 14 years ago

you'll find link below valuable.

we actually already talked about this in the copywriting forum.

good information in there.

enjoy!

http://www.warriorforum.com/copywrit...re-direct.html
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- BeauJustin 14 years ago
  
  In the US it is against the law to put mail directly into the mailbox. Can be heavily fined if caught.
  
  Have to mail that stuff out to avoid liability.
  
  Very clever, all the same.
  
  Thanks
  
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KingYoungPimpin

14 years ago

Love it! Talk about thinking outside the box! I would respond too if I received that postcard. Great ideas for my next direct mailing

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Rearden

14 years ago

LOL -- you know, it's pretty stupid, too.

These guys are literally PARKING the car IN the "suspects" driveway.

I'd be like WTF bro? Calling the cops on you -- that makes for some sketchy-arsed sh*t.

It's like they're literally inches away from the door -- why go through all this extra work when they could just *shock* knock on their door and introduce themselves??!?

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David Duford -- Providing On-Going, Personalized Mentorship And Training From A Real Final Expense Producer To Agents New To The Final Expense Life Insurance Business.

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Rearden

14 years ago

I can appreciate that. It does suck to get the door slammed in your face. People (rich people especially) are generally nicer in person. The ones who've "made it" will respect a salesman with balls enough to knock on their door and present them with an opportunity.

I read in another forum where a dude door-knocked an affluent individual and managed to close a nearly $800,000 annuity -- ON A COLD DOOR KNOCK. (That's like a $40,000 commission).

Guess it's silly cause they're SO close to just knocking on that door.... They're literally INCHES from a live, belly-to-belly human interaction. And instead, they opt to do an elaborate marketing idea.

On a bigger, tangental note, I think that's the problem with marketing these days. What shiny new approach can we use to prevent a real interaction with a prospect? God forbid we have a conversation and risk getting rejected; let's use "lumpy mail," "93 page sales letters," etc. etc... Obviously the stuff works, but like Facebook and these forums do, it separates us from real live "in the trenches" interaction that works much more often with a higher success rate.

The big question -- how much did it increase revenue, as opposed to simply booked test drives?

I've done all sorts of advertising that's increased response to the detriment of return.

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David Duford -- Providing On-Going, Personalized Mentorship And Training From A Real Final Expense Producer To Agents New To The Final Expense Life Insurance Business.

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onSubie

14 years ago

Hi

In Canada, anyone can drop anything in your mailbox.

I used to live in Toronto and still follow the local paper. Here is a story from the Toronto Star.

Toronto area Porsche dealership parks car near driveways of affluent homes in instant direct marketing - thestar.com

They made 0 sales but are planning to scale up the campaign in September.

Mahlon

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Randall Magwood

14 years ago

I liked the video. Direct mail is phenomenal. Especially postcard marketing.

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Direct mail - can't get more direct or personal than that!

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