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Offline Marketing Any Tips On Approaching Local Businesses?

by dukestravels1972
12 replies
I am thinking about doing some offline marketing, but not sure the best way to go about approaching local businesses. My idea is to contact establishments who have a limited to zero online presence. Thinking along the lines of setting up a google reviews page, creating a nice company video and putting it on youtube, creating a facebook page etc.

I have a few ideas, but I'm not sure which would get the most results.

Ideas I have:

1. Create a sales letter outlining my services. Add a business card and pop into business and hand to boss or secretary.
If going with this approach, should I angle the letter in a sales pitch manner or just a quick rundown of my services? In other words, do I need to tell them all about google reviews and how it can help get them more clients in the door? I don't want to come across as a door to door salesman trying to sell hyped up crap. I'm guessing a basic sales letter...

2. Set up a website, email managers and direct them towards said website that might be a little "pitchy"?

Any other ideas would be appreciated.
#approaching #businesses #local #marketing #offline #tips
  • Profile picture of the author maxrezn
    Since you're just getting started. I would say keep it simple. Get a lead list of 500 businesses you want to target. Cold call all of them with a basic intro (Jason Kannigan has great strategies). Make detailed notes on all leads. Find the top 25-50 prospects that you couldn't reach and do a direct mail sales letter (lots of great copy writers here can make one for you), then follow up with a phone call.
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    • Profile picture of the author AndrewCavanagh
      If you're going to the trouble of checking the businesses
      to see what they're doing online you could take a screen
      shot of their website and customize a letter or email
      based around that.

      Even more powerful if you have it is to put a headline on
      top of the letter or email that includes the business
      owners name.

      You could even have a series of letters or emails giving
      one tip at a time on what you'd suggest to help them
      get more business using the internet.

      At any time after you've sent one, two, three or more
      letters or emails you could call on the phone or drop in
      in person.

      Ideally though you'd like them to contact you.

      A well designed letter or email will compel them to do
      that.

      The most important thing to remember is that you're
      dealing with people so instead of just thinking of their
      online presence think of the PERSON who owns the
      business, what's important to him, where he's
      putting his emotional energy (advertising, yellow pages,
      website etc) and use some of his marketing in your
      letter or email to get his attention.

      From there you want to work on escalating any contact
      you have from emails or letters to a phone call to meeting
      in person.

      Again always keeping in mind that you're dealing with a
      human being and working on building a deeper and
      deeper relationship.

      Kindest regards,
      Andrew Cavanagh
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      Old School Copy Like This Is BACK & Converting Like Crazy!
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      • Profile picture of the author TheBigBee
        Originally Posted by AndrewCavanagh View Post

        If you're going to the trouble of checking the businesses
        to see what they're doing online you could take a screen
        shot of their website and customize a letter or email
        based around that.

        Even more powerful if you have it is to put a headline on
        top of the letter or email that includes the business
        owners name.

        You could even have a series of letters or emails giving
        one tip at a time on what you'd suggest to help them
        get more business using the internet.

        At any time after you've sent one, two, three or more
        letters or emails you could call on the phone or drop in
        in person.

        Ideally though you'd like them to contact you.

        A well designed letter or email will compel them to do
        that.

        The most important thing to remember is that you're
        dealing with people so instead of just thinking of their
        online presence think of the PERSON who owns the
        business, what's important to him, where he's
        putting his emotional energy (advertising, yellow pages,
        website etc) and use some of his marketing in your
        letter or email to get his attention.

        From there you want to work on escalating any contact
        you have from emails or letters to a phone call to meeting
        in person.

        Again always keeping in mind that you're dealing with a
        human being and working on building a deeper and
        deeper relationship.

        Kindest regards,
        Andrew Cavanagh
        Letters are great. Demos are better. Show them SOMETHING!
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  • Profile picture of the author kellyyarnsbro
    Your ideas are good, really. Keep it organized and systematic. You might want to do cold calling as well, it's what most offliners do. Good luck.
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  • Profile picture of the author Eddie Spangler
    Take this advice or spend the early part of your new career frustrated and confused as to why people are not jumping up and down to do business with you.

    It is not easy selling these new media objects to small biz owners who dont have any online presence to begin with. They wont get it quickly and require lots of educating on your part.
    You will do better by offering them something tangible like an eddm postcard campaign that will bring people in. Once they trust that you know what you are doing then you can sell them new media stuff later on.
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    • Profile picture of the author AndrewCavanagh
      Originally Posted by Eddie Spangler View Post

      It is not easy selling these new media objects to small biz owners who dont have any online presence to begin with.

      There's a lot of truth to this.

      Some of your best clients will be people who already have their
      act together and are actively doing a lot of marketing and
      advertising in different ways.

      Having said that while it is random, some businesses who don't have
      much going on on the internet will hire you.

      I know people who've made a great living focusing on businesses
      that already have a substantial presence and I know people who've
      made a great living focusing on businesses that have little or no
      online presence so both can work.

      Kindest regards,
      Andrew Cavanagh
      Signature
      Old School Copy Like This Is BACK & Converting Like Crazy!
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  • Profile picture of the author Claude Whitacre
    Originally Posted by dukestravels1972 View Post

    I am thinking about doing some offline marketing,
    Well, I don't know how much time to invest in this.....

    Just walk into several businesses a day. Small businesses where the owner is likely to be. Just tell them what you do, and ask if they would like to know more. The ones that say "Yes", talk to them right then. If you talk to 20 business owners, at least a few are actually thinking about what you offer.

    There is no reason to leave and come back again.

    Or...you could just read my signature.
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  • Profile picture of the author helisell
    Originally Posted by dukestravels1972 View Post

    I am thinking about doing some offline marketing, but not sure the best way to go about approaching local businesses. My idea is to contact establishments who have a limited to zero online presence. Thinking along the lines of setting up a google reviews page, creating a nice company video and putting it on youtube, creating a facebook page etc.

    I have a few ideas, but I'm not sure which would get the most results.
    What Claude was trying to tell you is:

    Your script is what you wrote above.

    Go visit 10 businesses and say those exact words and you'll soon know the answer to how to start. I know you won't do it, which is a shame, but IT WILL DEFINITELY WORK for many many reasons which have long been documented by very smart people right here on the forum.

    Sorry for being so assumptive Claude ;0)
    Signature

    Making Calls To Sell Something? What are you actually saying?
    Is there any room for improvement? Want to find out?

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    • Profile picture of the author ruthbrown
      You might also consider the idea of calling them Checking all the information about the company - telephone, name of the manager, what the business does and everything else should be accurate.

      If you call them, make it professional and natural that you are promoting your product or service.

      Good luck!
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  • Profile picture of the author ckbank
    You know what my old friend Nike said?

    "Just do it."
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    Now that's what I call Guerrilla Marketing.
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    • Profile picture of the author David Miller
      Whenever I see a thread like this, as much as I want to ignore it, I sometimes find myself drawn in although I know it may cause somewhat of a schoolyard fight.

      There's a wealth of information on this forum that would give you more than enough material to begin prospecting for your new business. Although there a some people, perhaps many on this forum who will gladly give of themselves and provide you with advice, I am not one of them (at least on this thread).

      I see that you have not contributed to your thread beyond your request and have not even thanked those who have been gracious enough to contribute.

      If you don't have the presence of mind to know that you can learn much more on your own by exploring this forum, but insist on being spoon fed, I'm not sure you should explore sales (after all, that's what offline marketing is) as a profession.
      Signature
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      • Profile picture of the author sandalwood
        Originally Posted by David Miller View Post

        Whenever I see a thread like this, as much as I want to ignore it, I sometimes find myself drawn in although I know it may cause somewhat of a schoolyard fight.

        There's a wealth of information on this forum that would give you more than enough material to begin prospecting for your new business. Although there a some people, perhaps many on this forum who will gladly give of themselves and provide you with advice, I am not one of them (at least on this thread).

        I see that you have not contributed to your thread beyond your request and have not even thanked those who have been gracious enough to contribute.

        If you don't have the presence of mind to know that you can learn much more on your own by exploring this forum, but insist on being spoon fed, I'm not sure you should explore sales (after all, that's what offline marketing is) as a profession.
        David,

        I agree w/everything you said but can't help but offer this advice to the OP. Since you are "just thinking" why not ask your friends who own a business for their business? Seems like a safe and easy way to keep thinking.

        Just my 2 cents...

        Tom
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