13 replies
You know what is amazing, I'm starting to do direct mail packets for local businesses. My mother used to work at a dentist office and is on good ground with 3 or 4 different offices to where she can just walk in and place my packets on their desks.

How sweet is that?

I'm thinking about giving one of them free services because they would be a great referral. Do you think I should give seo/orm services to one of them for free for the referalls seeing that I'm just starting out? Or would you charge them.
#winning
  • Profile picture of the author Jason Kanigan
    Unsolicited direct mail or communication of any kind often goes straight into the trash.

    Qualify your prospects a bit for need before you go broke sending out blasts of direct mail pieces.

    I understand you save the postage, but the packages will still have a cost to create.
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  • Profile picture of the author Mav91890
    I'm sending them to qualified prospects. One example: There is a plumber in yellow pages who has 3 advertisements, one being full page. SO he has some money. Secondly, he ranks top for city - niche but has terrible, TERRIBLE reviews while his competitor under him has 5 stars. These are the type of people I'm sending packets to.
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  • Profile picture of the author Jason Kanigan
    But you still have not found if they have an urgent NEED for what you offer. If they feel that they're doing fine, or they're skeptical that anything Web-based can help, you're out of luck and wasting your dough.
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  • Profile picture of the author Mav91890
    So how would you go about qualifying them even more?
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  • Profile picture of the author Mav91890
    I know people who do just fine with finding businesses that would need the service and sending packets out a specific way. True it can get costly after sending out a big chunk of packets, but if you get some appts and close them it pays for itself.

    So what you would do is just skip packets and hopefully try to get in contact with the owner or manager in charge of advertising from a cold call?
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  • Profile picture of the author Jason Kanigan
    Send the packets if you want. Keep track of how much they cost, how long the turnaround time is, how many get back to you, and how many turn into sales.

    Come back after a month of collecting data, and let us know how it went!
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    • Profile picture of the author HypeText
      Originally Posted by kaniganj View Post

      Send the packets if you want. Keep track of how much they cost, how long the turnaround time is, how many get back to you, and how many turn into sales.

      Come back after a month of collecting data, and let us know how it went!
      DIRECT MAIL = NUMBERS GAME
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  • Profile picture of the author Mav91890
    Of course, marketing in general is a numbers game. I think that postcards may actually be a better route in the long run though. I saw a thread of it on here earlier.
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    • Profile picture of the author HypeText
      Originally Posted by Mav91890 View Post

      Of course, marketing in general is a numbers game. I think that postcards may actually be a better route in the long run though. I saw a thread of it on here earlier.
      Okay, lets run with that...

      Direct Mail is like hunting with a Shotgun.

      Thousands of Pellets...and one hopes they hit something.

      Point is...Direct Mail is NOT a tightly targeted means of Marketing and Advertising.

      Sure...you might be able to target a particular demographic, but that shotgun doesnt come with an Scope!

      There is no ability to ascertain a companies needs, wants, goals, or desires by simply looking at a list of names and addresses.

      You send out the direct Mail in hopes that one of the recipients knows what they need but it doesnt give you the opportunity to identify need before hand. In otherwords it lacks precise targeting.
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      • Profile picture of the author Michael Bucker
        A sale always has been and always will involve the law of numbers, no matter what methods we use. The art of selling is finding ways to increase the percentages of sold clients within those numbers. Which is what kaniganj is saying.


        Some sell 1 out of 100 others 1 out of 50 while others sell 1 out of 5 or one out of 3, depending on the products sold and the salesperson.


        First step in increased sales is finding where your particular numbers are. If its 1-100 how many do you need to talk to a day to reach your goals.

        While that is happening spend some time learning from those who sell 1 out of 50 in your market. Find ways to up your percentages. Then make the same calls, emails, direct mailers, or face to face contacts you were before. NOT less!!
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      • Profile picture of the author Mav91890
        Originally Posted by HypeText View Post

        Okay, lets run with that...

        Direct Mail is like hunting with a Shotgun.

        Thousands of Pellets...and one hopes they hit something.

        Point is...Direct Mail is NOT a tightly targeted means of Marketing and Advertising.

        Sure...you might be able to target a particular demographic, but that shotgun doesnt come with an Scope!

        There is no ability to ascertain a companies needs, wants, goals, or desires by simply looking at a list of names and addresses.

        You send out the direct Mail in hopes that one of the recipients knows what they need but it doesnt give you the opportunity to identify need before hand. In otherwords it lacks precise targeting.
        You can do more research which I'm sure would result in better results than just randomly picking people out of the phonebook.
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  • Profile picture of the author Mav91890
    I am talking about targeting certain businesses with specific profiles before I even think of sending them packets. So to an extent Hype you are right. But by doing research on the business to identify possible needs and making sure they are spending decently on advertising, you are attaching a scope onto that shotgun. Sure, you still may have a low response rate, but i'd bet it would be much better than just randomly picking business names and mailing away.
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