"Sneaky" Direct Mail Tricks

If you are looking for some inspiration for marketing your services,
just go to the mailbox!

Today as I strolled to the mailbox while enjoying the warm sunlight
on my face, it appeared.

Within the box that typically unveils bills and pizza coupons, I found
something different. It was in a light green envelope and was hand
addressed.

hmm, no return address... I better take a peek, could be from my
uncle Eddie in South Dakota!

As I tore it open I discovered something odd, a newspaper article :confused:

I unfolded the piece and there was a newspaper clipping with a
post-it note that said: "Paul, I saw this and thought it would be
perfect for you~ J".

I better have a look-see!

As I start to read the piece I notice it talks about my city. Now my
interest is growing!

The sub-headline talked about a guy who made $10 million with
nothing but a laptop... I got a laptop, and I love money. I better
keep reading!

Actually, I knew what this letter was as soon as I opened it. It is
known as a 'tear sheet'. I get lots of 'opportunity' mailers from
different marketers... most of it is terrible.

Even though I did not care about what this offered, it did made me
think of how useful something like this is for our offline marketing
arsenal.

Tear sheets started a long while back when stockbrokers would
send clients newspaper clippings. Since then we can now create
our own 'news articles' and add 'variable data'... all the way down
to the paper it is printed on!

Variable data is the personalization of the piece. In this case it
was the post it note and mentioning my city.

Tear sheets are not cheap to have custom made, however you
can use the concept on the pinch.

You can easily print out an article from your computer (written
by you or a another source). These would be great for selling
SMS, Mobile sites. Rep management, SEO... whatever.

Feel free to circle points of interest with red or blue pen, perhaps
even little handwritten notes next to key parts.

Get some post it notes and include a letter on how you can help
them (with what was mentioned in the article).

All of this said, you need to make sure your letter part pushes them
to take that next step- and contact you. Careful not to try
and sell to them in the article.

In the article I got they screwed up, bad. It looked like an article
but turned out to be a letter. It was the guy talking directly to me.

He destroyed the piece out of the gate. He should have kept it
3rd person, like a real news story.

Our first goal with anything direct mail is to get the prospect to
read the damned thing, the second is to create interest.

This can accomplish both... if done right. Here is what I got-