Question about direct mail...

4 replies
I offer services like web design, business cards, brochures, flyers, etc to businesses.

My idea is to go after new businesses with a direct mail piece Dan Kennedy style that will sell a package or multiple packages of services. My plan is a 3 step letter like in Magnetic Marketing.

My questions is if I should offer multiple packages or just offer 1 package. I noticed most Dan Kennedy letters that I have seen only have 1 product to sell in the sales letter.

Or maybe do a base package with an option to add additional services...

My packages would include a website design, logo design, business cards, and letterhead.

Then another package would be a business identity package that does not have the website for businesses that already have a site.

Then a site with a couple more services as a top level package.

Anybody have experience with this type of mailer? If so, what do you recommend as far as packages go? Should I just offer 1 service or give them more options?

#direct #mail #question
  • Profile picture of the author MartinBuckley

    I would just offer 1 package deal in your sales letter, but state that the package can be customized or changed to fit their needs and for them to call you to create a package deal that works best for them.

    To your success,

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  • Profile picture of the author desmond11
    Hey Jason, glad you're taking the leap into the Offline world. You won't regret it!

    Here's my experience with new businesses:

    If you've found out that they're a new business, I can guarantee you another gazillion companies have too and will steadily and systematically bombard these guys with multiple offers for both their products and services.

    You may or may not find your direct mail pieces being filed away in a black bag to be collected at the end of the week by their friendly local refuse service.

    They've normally spent so much money starting up that they don't have any money left over for marketing (not all, but the majority).

    This new contact will need to be long term, so offer to do a web critique on their site for free (preferably by video) and then a series of follow up emails each week. This way, you won't have blown a direct mail marketing campaign budget.

    Now, don't get me wrong. A direct mail campaign still works really well if you're micro targeting your clients. By this I mean a selected few that are used to spending money on marketing. New businesses need educating and a lot of persuasion to take on a service you're offering IMO.

    That said, give it a go. I'm just giving you my experience. You may fair much better and have stronger copy!

    Good luck Jason and I'd love to hear how you get on.
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  • Profile picture of the author desmond11
    I you do fancy the web critique route and you don't have video recording software. Use Jing which is free and the videos can be hosted in the cloud. It allows yo to do both screen shots and video (up to 5 mins).

    >> Jing, screenshot and screencast software from TechSmith
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  • Profile picture of the author kymobilemedia
    I will let you guys know how it goes.

    I am also putting together a lead generation mailer that has a mint inside to make it lumpy. It will be a 8.5x11, folded in half, and the top half will be an introduction to myself, and the bottom will be 5 yes or no questions that they will mail back to me to claim their $5 gift card for lunch.

    I will let you guys know when I get my pieces done and let you know how it goes.

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