Start Killing it With Direct Mail and Linkedin

42 replies
It amazes me how much I hear that direct mail is not only dead, but
should be in a museum next to a T-Rex.

How do I know direct mail works? I have had several giant postcards
that mailed more than 500,000 pieces. One mailed to 1 million homes.

I wrote several B2B letters that worked very well. The last one we
mailed out only 80.... we ended up with $98,000 in contracts.

Using DM on Linkedin connections:

Most offliners are having a hard time figuring out Linkedin. Most are
anxious to spam the heck out of every connection they meet... and
make zero money while risking getting banned.

If you are targeting a specific market, Linkedin is a diamond Rolodex
of potential clients.

Here is how you work in a DM campaign for Linkedin:

Either through connecting with prospects or 'fishing' them in search,
or through groups, get their info. I do this by viewing their profile. I
will find their website link and this usually reveals a lot of pertinent
info I need. I already have the contacts name (thanks to Linkedin),
now I just need their address (if not on their site, Google it).

I then create a letter (postcards are largely ineffective in this type
of DM strategy, explained below) and send it out. The key to your
success or failure (besides how good the piece is), is FOLLOW UP!

This is one area when I contact them via Linkedin. A few days after
I mail the letter I send them a message (or call). This way they have
received my letter (which I call a 'warmer'). They now have a reference
point for which I can start a conversation. (not having a reference point
is what makes 'cold calling' so difficult for both parties).

Most will respond to a linkedin message or email in a positive way... as
long as the 'warmer' didn't make them throw-up.

Key ingredients you must have in your direct mail piece

1a. "How you doin"... your piece must grab their attention and inspire them
to carve out 10 seconds of their day to read. (it is a misconception that
everyone reads postcards just because all is visible. About 30% don't read
a word. The images or attention grabbing devices like an impactful headline
need to be thought out and RELATIVE.

2a. "WTF do you want?" Whether it be a postcard, letter or even a flyer. You must
give them something quickly to answer the 'why should I keep reading this?' No
matter how fancy the piece looks, or how awesome the headline- all else must
keep working them down, line per line. They want to stop reading so your
mission, if you choose to accept it is to be strategic in your wording.

3a. Now what? Once you prod, pull and drag them through your piece, you
need to reward them. If they are still reading your chance of getting a response
is good... unless you go flaccid like a 80 year old man doing a polar plunge.

How to achieve the above

1b. Visuals play a HUGE part in any mail piece, including letters. My $98k
letter utilized a very old direct mail 'grabber'. I had my client glue a penny
to the top of each letter. The sole purpose of doing this is to create interest.

I find it important to tie in the 'grabber' to the piece right away. In my case
it referred to saving money. It is vital to realize the most important part of
a letter is not the letter, it's the envelope! If you are doing a B2B campaign
you do NOT want to give away your letter is an ad. I had my client use
a colored envelope (beige in this case) and commemorative stamps (which
cost the same as standard stamps).

Using a handwritten font addressed to a specific person in the business
will get you past majority of the 'gate keepers'. Most B2B mail dies
at the hands of office staff... this is why postcards are so ineffective
to this type of prospect.

Adding an image of yourself to a letter or postcard helps build confidence
in the prospect. They feel more secure knowing who is talking to them. In
a postcard I like to use a 'guarantee' as a caption next to it or under it. Be
careful on adding generic photos.

Pictures say 1000 words, we don't want that so choose all your images carefully.
Make sure they are relevant. Don't add pictures to fill space. Pictures tell,
words sell.

2b. Now that you got their attention, you need to keep it. If you are targeting
specific clients, this is easy as long as you know what is biting their ass. If
you create websites you talk about 'why your website could be robbing
you of thousands of dollars EVERY month". Always focus on the pain first,
then you hit them with the "I can turn your website into a magnate for
new customers". I don't care if you sell SEO, accounting, consulting or
dog poo clean-up. First salt the wound and that will compel them to read...
as long as they have the wound you are irritating. Know your target!

When using letters break it up with subheads. Keep paragraphs short and
be very picky on adding lots of filler/fluff. Add testimonials if you have them,
but box them so they stand out.

DO NOT be afraid to add handwritten touches like arrows, stars or even
sentences. I promise you it increases readership. Copydoodles have worked
well for me.

3b. After all of that you need to get them to initiate an action. One way is
to offer a free analysis ( I love using 'check up'), or a free consultation via
phone, in person, skype or email (give them options). The important thing
is that you give value to your time. "FREE Website Diagnosis (normally $97)"

This may seem dumb, but tell them to contact you now to set up their
freebie. Response rates are proven to increase when you direct the
prospect to make an action.

Mention your linkedin profile in your contact info. Make sure your profile
looks good and informative in case they check into you.

Good luck with it and remember the key to success or failure is following up.

Paul McQuillan Marketing
#direct mail #linkedin #paul mcquillan marketing #postcards
  • Profile picture of the author HostWind
    Another one!
    These threads are great but it seems each of them disappears for some reason.
    Wondering when someone will post a sample poster graphic.
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    • Profile picture of the author Irish Intuition
      Originally Posted by HostWind View Post

      Another one!
      These threads are great but it seems each of them disappears for some reason.
      Wondering when someone will post a sample poster graphic.
      Thank you! What type of graphic would you like to see?
      Signature




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  • Profile picture of the author Anthem40
    Great content Paul, thanks for the info.
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    95% of IM'ers have great relationships with clients who also advertise offline and with other people. Stop missing out on that cash and leverage into it. PM me if you are an established marketer and want to find out how.
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  • Profile picture of the author HostWind
    No problem Paul.

    And I meant an example graphic for the postcards people are using in their direct mail. For example, Bob said he squeeze quite a few onto his. I am wondering how people are doing it, though of course understood if people do not want to share their creative publicly.
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    • Profile picture of the author Irish Intuition
      Originally Posted by HostWind View Post

      No problem Paul.

      And I meant an example graphic for the postcards people are using in their direct mail. For example, Bob said he squeeze quite a few onto his. I am wondering how people are doing it, though of course understood if people do not want to share their creative publicly.
      The postcards I sent out were not the type that Bob does (although his
      system can be kickass!)

      I had one specific service to focus on. It would be cool for some of us
      to post samples. I'll look and see if I have anything I can post.
      Signature




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  • Profile picture of the author nadiamoqaddas
    great tips I'll try to apply it
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  • Profile picture of the author Rearden
    You guys ever use "Snap Pack" type leads?

    They're probably the best type of non-custom lead that pulls for burial insurance.

    It's a BRM piece (they send a reply card back expressing interest) that looks like either (a) an official government correspondence, or (b), a check.

    Response rate for a generic BRM piece for burial insurance is like 1% to 1.25% per 1000 mailed. The Snap Pack delivers 2%-2.5% per 1000; quality is similar.

    Anyone ever use something like that before?
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    Final Expense Agent Mentor -- 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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  • Profile picture of the author Lee M
    Originally Posted by Paul McQuillan View Post

    It amazes me how much I hear that direct mail is not only dead, but
    should be in a museum next to a T-Rex.

    Using a handwritten font addressed to a specific person in the business
    will get you past majority of the 'gate keepers'. Most B2B mail dies
    at the hands of office staff...
    Right on Paul ... long live direct mail!

    I use it EVERY SINGLE DAY to generate leads for the past 20 years.

    Have had great success using the following envelope size/type.

    I buy these at STAPLES. You can find them on their website too. About $11.50 per box.

    Item 787384
    Model 17453

    Invitation envelopes - 100 in a pack - Ivory color - 4 3/8 inch x 5 3/4 in
    24 lb Gummed closure (They come in white as well as assorted pastels too)

    Fits letter size paper folded into quarters.

    When a business owner sees one of these personally hand addressed to them ... they immediately open it ... thinking it's a personal note, thank you card, etc.
    Signature
    Working from Home since 1991
    (Well before anyone knew it could be done!)

    “Observe your competitors, for they first find your faults.”
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    • Profile picture of the author FormerWageSlave
      This is a nice tip. Thank you!

      Care to share what goes in that letter? It sounds like it's rather short since folding a letter into quarters can get bulky. Just one or two pages?



      Originally Posted by Lee M View Post

      Right on Paul ... long live direct mail!

      I use it EVERY SINGLE DAY to generate leads for the past 20 years.

      Have had great success using the following envelope size/type.

      I buy these at STAPLES. You can find them on their website too. About $11.50 per box.

      Item 787384
      Model 17453

      Invitation envelopes - 100 in a pack - Ivory color - 4 3/8 inch x 5 3/4 in
      24 lb Gummed closure (They come in white as well as assorted pastels too)

      Fits letter size paper folded into quarters.

      When a business owner sees one of these personally hand addressed to them ... they immediately open it ... thinking it's a personal note, thank you card, etc.
      Signature

      grrr...

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      • Profile picture of the author Lee M
        Originally Posted by FormerWageSlave View Post

        This is a nice tip. Thank you!

        Care to share what goes in that letter? It sounds like it's rather short since folding a letter into quarters can get bulky. Just one or two pages?
        I've done a couple of things that have worked:

        1) I use a one page letter (copy on front only) and have sent another version (copy on front and back). Never have sent 2 pages.

        Bear in mind with a one page letter, you can actually say a LOT.

        (Side note: That's where a GOOD copywriter comes into play if you don't possess great writing skills.)

        2) I've also used card stock ... 8.5" x 11" sheet ... kind you can get at Staples, Office Depot, Office Max, etc. I usually use 'ivory' color. Cut it into 4 postcards basically. Put one of those inside the envelope with copy on the front only. Gives some "weight" to the envelope.

        In this case, you only have enough room to peek their curiosity and get them to contact you. The less you say, the better so to speak. I'm driving for a return phone call.

        Both of the methods above have worked well for me in several niche markets. Think about it. When a business gets a 'thank you' card from a customer ... it arrives looking something like this. The key is to address it to the business owner by NAME.

        Remember this trick is ONLY getting the envelope opened, which of course is VERY IMPORTANTl! But you can still fall flat on your face if you don't have some sort of irresistible offer and call-to-action.
        Signature
        Working from Home since 1991
        (Well before anyone knew it could be done!)

        “Observe your competitors, for they first find your faults.”
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    • Profile picture of the author ewenmack
      These envelopes are available on Amazon too.

      Best,
      Ewen

      Originally Posted by Lee M View Post

      Right on Paul ... long live direct mail!

      I use it EVERY SINGLE DAY to generate leads for the past 20 years.

      Have had great success using the following envelope size/type.

      I buy these at STAPLES. You can find them on their website too. About $11.50 per box.

      Item 787384
      Model 17453

      Invitation envelopes - 100 in a pack - Ivory color - 4 3/8 inch x 5 3/4 in
      24 lb Gummed closure (They come in white as well as assorted pastels too)

      Fits letter size paper folded into quarters.

      When a business owner sees one of these personally hand addressed to them ... they immediately open it ... thinking it's a personal note, thank you card, etc.
      {{ DiscussionBoard.errors[7352744].message }}
  • Profile picture of the author Joe Benjamin
    This is *excellent* information.

    I'm in the middle of a DM campaign and...these
    tips will help reduce a few mistakes most people
    make.

    Thank you for this :-). Back to work...
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    **How I FLIPPED $80 into $690 Pure Profit With ONE EASY Method...2 to 3x Per Week...Only 30 Minutes Per Day (and how YOU can COPY my RESULTS, too!) **CLICK HERE FOR VERIFIED VIDEO PROOF**
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  • Profile picture of the author spaniard26
    Favorited this thread, thanks!
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    • Profile picture of the author Irish Intuition
      Originally Posted by spaniard26 View Post

      Favorited this thread, thanks!
      Thanks! But the thing you should do is sit down right now and
      plan a strategy for incorporating this into your business.

      Warrior is FULL of shiny objects, if one stares too long they become blind
      Signature




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  • Profile picture of the author patadeperro
    Excellent information, Direct marketing is the way to go, one of the techniques I use to follow up is not just the phone call, but an automatic series of emails after they have gotten their diagnosis or their case study, on these emails I am giving them more "hand on" -practical information, in that way you keep the contact with them, and they will call you when ready to buy.
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    • Profile picture of the author Irish Intuition
      Originally Posted by patadeperro View Post

      Excellent information, Direct marketing is the way to go, one of the techniques I use to follow up is not just the phone call, but an automatic series of emails after they have gotten their diagnosis or their case study, on these emails I am giving them more "hand on" -practical information, in that way you keep the contact with them, and they will call you when ready to buy.
      That's how it should be done! Follow-up is everything BUT utilizing multiple
      ways of follow up is better. I like the letter-email-phone approach
      Signature




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  • Profile picture of the author GforceSage
    The key for me is always getting the, " The SitDown." I feel that as much as I would rather do everything from home, if I am sitting there and relaying that I'm a good guy, who has other quality clients, and I sit and listen to their problems, and I am relaxed and personable, and I talk about how are our families are the same, and tell them how much I like their car and how much my friend likes his same car, and...and... and ...unitl I get the business...You get it...

    The point is, your info is helpful in organizing a game plan to get in front of a prospect.

    Thanks for the details, they are helpful!
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  • Profile picture of the author MattStevens
    When people say that direct mailing is dead...I laugh..

    It is far from dead, just under utilized.
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  • Profile picture of the author watsonovedades
    amazing tips i will follow your advice
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    Whatever your mind can conceive and BELIEVE you can achieve
    Follow me on Twitter - @DineroConPc
    I talk about Affiliate Marketing Methods
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  • Profile picture of the author crazman
    Some good tips in their that i can use for my current postcard i am creating, thanks
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  • Profile picture of the author jharri
    I am still not sold on direct mail. It seems that the roi usually doesn't cover the cost of the shipping but then again I could be going about it all wrong.
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    • Profile picture of the author Irish Intuition
      Originally Posted by jharri View Post

      I am still not sold on direct mail. It seems that the roi usually doesn't cover the cost of the shipping but then again I could be going about it all wrong.
      Most people do not value their time (which is an exhaustible resource), ROI
      is rarely associated with our time. So when people go door to door or
      spend the day cold calling, cost needs to be assessed.

      Also, direct mail should be part of your overall marketing strategy, not
      the sole tactic.
      Signature




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    • Profile picture of the author Lee M
      Originally Posted by jharri View Post

      I am still not sold on direct mail. It seems that the roi usually doesn't cover the cost of the shipping but then again I could be going about it all wrong.
      Every direct mail project is analyzed by itself. Meaning, we need to know what you're selling, how much it costs, how often do your customers (or potential customers) buy? What is your break-even point?

      THIS tells us a LOT.

      For example, say you're pitching something that costs $25 via direct mail. i.e. a low average sale by the way.

      You do a mailing of 1,000 pieces ... that costs $600 (.60 cents each).

      You get a response of 1% (orders, that is) ... that's 10 of them.

      (Side note: Your break-even point here is 24 sales @ $25 each. That's a response of 2.4% of 1,000. Can you get THAT? Maybe, maybe not ... it depends on a LOT of things ... the list, the copy, the offer, etc.)

      Take $25 per order times 10 sales and it gives you ... $250 gross sales.

      BUT - you spent $600! You're losing $350 on the front-end.

      HOWEVER, if each of the 10 new customers goes on to spend $150 with you over the year ... then you would rake in $1,500 in profit and be ahead now ($-600 for mailing + $250 in gross sales from it + $1,500 back-end profits = +$1,150).

      Sounds nice, huh? Only works if you KNOW what you're doing ... meaning you have a good back-end system set up to monetize these 10 new customers. AND, you're able to FINANCIALLY stomach a loss like this on the front-end again and again and keep going.

      Keep in mind ... when you're just starting out ... you don't KNOW how much a customer is worth quite yet. You may THINK that a customer will buy from you 6 times over a year lets say, but in reality it turns out to be only 3 times. THAT alone would change the economic picture in this example.

      You may be better off pitching products and services that are more expensive ... meaning ... $100, $200, $500 or more etc. Since postage and printing cost so much today.

      When I started in late 1980's/early 90's .... I think first-class postage stamp was .29 cents. And only .19 cents for a postcard. Easier to make money back then because of lower costs.

      Hope this helps.
      Signature
      Working from Home since 1991
      (Well before anyone knew it could be done!)

      “Observe your competitors, for they first find your faults.”
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    • Profile picture of the author 300SMG
      Originally Posted by jharri View Post

      I am still not sold on direct mail. It seems that the roi usually doesn't cover the cost of the shipping but then again I could be going about it all wrong.

      If that's the case, you may not be targeting the right potential clients. I have found DM works best when your contact list is targeted to those in need of what it is your offering. I also feel, DM works best with service related offers rather than product sales.

      To touch on the "penny" idea - or company had a VERY targeted list of local big businesses as potential online advertisers and used something very similar. Our letter included a crisp brand new $1 bill and our lead in was.. This is the first of many dollars you will make advertising with [our company].

      Again, this was a highly targeted, pre-qualified list of 100 would be clients. We closed 23 of them. That $147 investment turned into nearly $20K.

      Great post OP.
      Signature

      Don't focus on the money - focus on the plan!

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  • Profile picture of the author Preeti
    LOVE, LOVE, LOVE the idea of combining DM and LI..thanks so much Paul for being so open and sharing..some really awesome tips in this post!
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    • Profile picture of the author rolltide
      What kind of response ratios are you seeing with this method?
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      • Profile picture of the author ThomasOMalley
        Originally Posted by rolltide View Post

        What kind of response ratios are you seeing with this method?
        Response ratios don't matter...net profits are what matters.
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        • Profile picture of the author Irish Intuition
          Originally Posted by ThomasOMalley View Post

          Response ratios don't matter...net profits are what matters.
          That my friend is correct
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  • Profile picture of the author RussellMax
    Great ideas. Will have to test them out in my campaigns.
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  • Profile picture of the author markcr
    Banned
    Nice share. thank you

    I'll have to look back into Linked in. I think it has been tainted by the spammers but I guess there must be some good contacts there.
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  • Profile picture of the author markcr
    Banned
    D.M works if you have a big tickets back end products/services. Obviously $7 e-books won't cut it.
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    • Profile picture of the author Irish Intuition
      I keep getting pm'd about this. Ask questions on here so we can
      all share the answers/advice.

      thanks!
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  • Profile picture of the author Intermission
    I am currently drafting a letter to send direct mail to salons in my area that do not yet have a website. Well, a couple do, but they desperately need a redesign and updating. I'm going to use many of the points mentioned by the op.

    I have also designed a salon website on spec and thought I would send a color photocopy of the site on another sheet with the letter. Many of these salon owners are old school and may not even get online to look at it, so I thought a visual of the site itself in the letter would help to sell it.

    Is this a good or bad idea? I haven't tried direct marketing before this, so i'm not sure.
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    • Profile picture of the author Irish Intuition
      Originally Posted by Intermission View Post

      Many of these salon owners are old school and may not even get online to look at it, so I thought a visual of the site itself in the letter would help to sell it.

      Is this a good or bad idea? I haven't tried direct marketing before this, so i'm not sure.
      Hello, first off I will tell you that the assumption that salon owners are
      'old school' and don't use the web is incorrect. These are not barbers
      that have been shaving chins for 30 years.

      Now as for your method; could it work, hmmm.... I would research
      salons and use numbers to attract their interest. I like to talk about
      how they are being beat by their savvy competitors as well as how
      much customers are worth to them.

      From there you briefly go over your plan for their prominence
      by creating well designed website. Do not go too deep into
      the specifics! You are trying to create interest (a lead), not sell
      them on the spot (very hard to do).

      I would then close with what they are losing (i.e. "Every client you
      miss out on because of a website could give your competitors
      $500-$1000 a year. Take back what is yours and contact me today")

      Then end with an offer. Whether that be a no cost consultation 'worth
      $97' or some upgrade, always have an offer.

      Leave your phone number and email. Some people are passive so giving
      them two types of communication increases response.

      Good luck with it
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  • Profile picture of the author gnewman
    Please can you PM me with your contact details?
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  • Profile picture of the author marco005
    Hi,

    @Lee M: "I use it EVERY SINGLE DAY to generate leads for the past 20 years.

    Have had great success using the following envelope size/type.

    I buy these at STAPLES. You can find them on their website too. About $11.50 per box".

    Item 787384
    Model 17453

    Invitation envelopes - 100 in a pack - Ivory color - 4 3/8 inch x 5 3/4 in
    24 lb Gummed closure (They come in white as well as assorted pastels too)

    What is this- postcards? Are these better than write an html letter to invite people on linkedin?

    How do you send 1000 mails? Manually written or with a software, or I must paid for this on linkedin (not for free)?

    marco005
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    • Profile picture of the author Lee M
      Originally Posted by marco005 View Post

      Hi,

      @Lee M: "I use it EVERY SINGLE DAY to generate leads for the past 20 years.

      Have had great success using the following envelope size/type.

      I buy these at STAPLES. You can find them on their website too. About $11.50 per box".

      Item 787384
      Model 17453

      Invitation envelopes - 100 in a pack - Ivory color - 4 3/8 inch x 5 3/4 in
      24 lb Gummed closure (They come in white as well as assorted pastels too)

      What is this- postcards? Are these better than write an html letter to invite people on linkedin?

      How do you send 1000 mails? Manually written or with a software, or I must paid for this on linkedin (not for free)?

      marco005
      These are envelopes ... and a "letter" goes into them. Gets high readership because it looks like a personal note or invitation. I do not do mass mailings. i.e. 1,000 piece etc. Instead, I target certain small businesses owners very carefully. For example, a restaurant, pizza shop, beauty salon, auto detail shop, etc. The envelopes are hand-addressed to the business owner by name.

      Works well as many of the small business owners themselves have told me, "I thought it was a personal note from a customer" or "I opened it immediately because I thought it was an invitation."

      It's the only thing I use now.

      Hope that helps.
      Signature
      Working from Home since 1991
      (Well before anyone knew it could be done!)

      “Observe your competitors, for they first find your faults.”
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    • Profile picture of the author Biz Max
      Great tips! I love finding new ways to prospect. I will be implementing some of this strategy over the weekend.
      Signature
      Small Business Marketing & Branding Specialist
      http://BrandWhisperer.net
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  • Profile picture of the author internetmonkey
    I'm curious what your experience is with these including a return address or not? Have you seen it make a difference in ROI?
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  • Profile picture of the author TakenAction
    I just have to dig this up. Hopefully this can help some others starting in direct mail. A ton of great value by the OP and by others in this thread.
    Signature

    The best thing you can do is put yourself out there.

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    • Profile picture of the author jake244
      Great idea.
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  • Profile picture of the author Yui Hirasawa
    This was a fantastic post.
    Thanks for the tips and posts everyone.

    - yui
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