If You Aren't Getting 40% call back from your direct mail

gamcoder

12 years ago

Does it matter that they use fedex?

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rugman 12 years ago

Originally Posted by gamcoder

Does it matter that they use fedex?

Fedex almost always gets delivered to person it is intended for - send a "normal" letter and the gatekeeper will open it and file it in the proper place (trash)!
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- mjbmedia 12 years ago
  
  Originally Posted by rugman
  
  Fedex almost always gets delivered to person it is intended for - send a "normal" letter and the gatekeeper will open it and file it in the proper place (trash)!
  
  do you, or anyone, know if that holds true in the UK too, we have Fedex too ,just wondered if they have the same delivery standards here, thanks
  
  Thanks
  
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  Mike
  
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  shockwave 12 years ago
  
  Funny, I've seen WSO's that are basically all about this method. I'm betting 40% is because of the specific industry/offer, not because it's a new, groundbreaking method.
  
  Still, good stuff to keep in mind.
  
  Thanks
  
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  rugman 12 years ago
  
  Originally Posted by mjbmedia
  
  do you, or anyone, know if that holds true in the UK too, we have Fedex too ,just wondered if they have the same delivery standards here, thanks
  
  You would have to test - depends on the market you are going after. I just sent out 2 letters to local car repair shops - I sent them in a plain white #10 envelope - hand written and stamps. They were for mobile sites. First guy was interested and wants to meet (just left for vacation so next week). Second guy said no (he is not interested in getting anybody into his shop searching for auto repair - just wants locals that are regulars) but he loved my letter. Being small shops the owner probably opens the mail.
  Next week I am sending a few out to restaurants using a 9x12 manila envelope. My thought is that the 18-23 year old hostess or manager will give it to the owner.
  Now if I was going after a large chain or a major auto dealer I would go with a fedex package for sure.
  
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  Claude Whitacre 12 years ago
  
  Part of this method is outlined in The Power To Get In about prospecting with letters.
  
  I'm absolutely amazed that nobody has ever used this method to get in to see me. It would absolutely work And I used an expanded version about a year ago (maybe two) to get in to see my ten most important prospects. I got in to see 4 and closed 3. I never would have got in to see any of these guys if not for this method.
  
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  â€œDo not seek to follow in the footsteps of the wise; seek what they sought.â€ - Matsuo Basho
  
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  RimaNaj2011 12 years ago
  
  I love direct mail.
  
  I don't like too many costs so I just use a regular envelope and throw my business card in there and hand-write on the envelope. I try to only get local clients so I make 20-30 for each industry and I usually get 1-3 calls/emails.
  
  I'm sure a fedex folder would be a lot better but the point is if you make it look personal, it'll get opened. And then you need to work on good content to get them to contact you. If you contact YOU, the rest is easy.
  
  Also, a lot of people here write letters but you just need a few things on the page. No one is reading an actual letter. I have maybe 3-5 sentences and 2-3 pictures.
  
  edit- the thing i hate is actually printing/folding the paper/writing on the envelope. It's very tedious and boring.
  
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  mjbmedia 12 years ago
  
  Originally Posted by rugman
  
  You would have to test - depends on the market you are going after. .
  
  sorry i meant do Fed Ex do the same 'hand deliver it to the addressee' in the UK as they appear to do in the USA
  
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  Mike
  
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Mike R

12 years ago

Originally Posted by ewenmack

Then he names other competitors this letter is going to.

This part is NOT to be overlooked. Local business owners are competitive by nature and are obsessed with finding out what their other local competitors are doing that they're not.

Find out which competitors they HATE, point out what the competitor is doing better than them, offer a solution, close the deal!

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DABK

10 years ago

Once I had an SEO client. One of his main goals in hiring me was to be at least 1 number ahead of a particular competitor. The competitor was #8 in Google. My job was to make my guy #7. The competition for that keyword was stupid-low. Got ahead of the competitor by having the keyword in the title of the page.

My guy was happy.

Originally Posted by Mike R

This part is NOT to be overlooked. Local business owners are competitive by nature and are obsessed with finding out what their other local competitors are doing that they're not.

Find out which competitors they HATE, point out what the competitor is doing better than them, offer a solution, close the deal!

Thanks

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NewParadigm

12 years ago

Naming competitors is FEAR OF LOSS. FOL motivates more people much more than desire for gain but rarely used in marketing.

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Huskerdarren

12 years ago

The Fed Ex would be ridiculously expensive. I'd rather follow a Bill Glazer method of outrageous mailings in a sequence to get the ball rolling. Mailing 7 Glazer letters/post cards is under $4.00/prospect. One Fed Ex letter is north of $10.00. Possibly worth it if you've got a big ad budget, but definitely not a good idea for those who need bang for the buck.

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rugman

12 years ago

Originally Posted by Huskerdarren

The Fed Ex would be ridiculously expensive. I'd rather follow a Bill Glazer method of outrageous mailings in a sequence to get the ball rolling. Mailing 7 Glazer letters/post cards is under $4.00/prospect. One Fed Ex letter is north of $10.00. Possibly worth it if you've got a big ad budget, but definitely not a good idea for those who need bang for the buck.

Read my post #8 above - if you were going after a big account and needed to get the right person fedex would be the way to go. What's ten bux if the account could be worth 1,000's or more over the course of a few years? You could send 100 Glazer style postcards but it won't matter of the prospect doesn't get them.
I read somewhere of a guy that would send out 1 high end shoe to a prospect with a letter that said "now that i have my foot in the door.........." pretty powerful!

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DaniMc

12 years ago

Originally Posted by Huskerdarren

The Fed Ex would be ridiculously expensive. I'd rather follow a Bill Glazer method of outrageous mailings in a sequence to get the ball rolling. Mailing 7 Glazer letters/post cards is under $4.00/prospect. One Fed Ex letter is north of $10.00. Possibly worth it if you've got a big ad budget, but definitely not a good idea for those who need bang for the buck.

Huh? Maybe I misunderstand your post, but my math shows the postcard method at $4 each is much more expensive.

By my calculation...If you spent $10 each to 100 people...and get a 40% response...that is 40 leads for $1000, or $25 each. If you sold 30% of them...you made 12 sales. That is $83 to acquire each customer. If each customer is spending at a minimum $3000 ANNUALLY with you...and your COGS is under $1500...you have just found your own personal ATM.

The Glazer postcard for $4 each prospect...if you send 1000 out that is $4000. If you get a great response and 5% of them contact you, that's 50 leads or $80 per lead. If you close 30% of them, that gives you 15 sales - or $266 to acquire each customer.

Even if 10% contact you with the postcard method - That's $40 per lead. At 30% closing - that is still $133 per sale.

If 15% contact you with the postcard method - That's $27 per lead. At 30% closing - that is $89 per sale.

So, all things being equal - you would need at least a 16% response rate with the postcard method to equal the acquisition cost of this FedEx method. Is 16% possible with postcards?

It seems to me, the post card method at $4 each is much more expensive than this FedEx method at $10 each.

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Claude Whitacre

12 years ago

Originally Posted by Huskerdarren

The Fed Ex would be ridiculously expensive. I'd rather follow a Bill Glazer method of outrageous mailings in a sequence to get the ball rolling. Mailing 7 Glazer letters/post cards is under $4.00/prospect. One Fed Ex letter is north of $10.00. Possibly worth it if you've got a big ad budget, but definitely not a good idea for those who need bang for the buck.

I know the guy that has the Outrageous Postcard marketing sequence of postcards (not really what it's called). Jeff Dettmer is his name. And I've used the sequence of postcards (each one bigger than the last). I also know others who have used them.

They get attention, and you'll probably get through to the owner if you call (after they get the sequence). But not many will call you. The real benefit of the mailings is to set the prospect up for a phone call.

Here's a link to the site.

Outrageous Marketing Products We have the tools you need to grow your business!

In most mailings you'll get a 5% response total with the mailings sequence.
(5% total including results from all mailings) But a phone call at the end of the sequence will triple the response.

These figures are averages from my results and the results of two people I know that have used the system.

But....the results from the method I used from the book The Power To Get In was far higher.

You can buy the book on Amazon for a couple of bucks, and it lays every single thing out for you and answers every question.
And much cheaper.

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ewenmack

12 years ago

Originally Posted by Claude Whitacre

But....the results from the method I used from the book The Power To Get In was far higher.

You can buy the book on Amazon for a couple of bucks, and it lays every single thing out for you and answers every question.
And much cheaper.

And here's an audio of him outlining the need for this method and how you put it to work.

B2B Sales Podcast with Michael Boylan on Prospecting and The Power to Get In

I know a guy who has sold $11 million dollars worth of business into big corps using this exact method opening with emails.

Going after the "one decision maker" is flawed and if you are a parent, then his example gives you the "aha" moment.

Best,
Ewen

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Claude Whitacre

12 years ago

Originally Posted by ewenmack

And here's an audio of him outlining the need for this method and how you put it to work.

B2B Sales Podcast with Michael Boylan on Prospecting and The Power to Get In

I know a guy who has sold $11 million dollars worth of business into big corps using this exact method opening with emails.

Going after the "one decision maker" is flawed and if you are a parent, then his example gives you the "aha" moment.

Best,
Ewen

Well, it wasn't 11 million for me, but it was over $250,000. Ten sales approaches...$250,000. Maybe 50 letters, total.

I used a similar method with referrals from buyers, with similar results, and then I read this book and it finally dawned on me that you could prospect cold with this method. Live and learn.

Here's the review I left on Amazon
"I must first confess that I'm not sure if the author invented his own system or cobbled it from earlier experts. But who cares? After 25 years in selling to end users (and managing a few companies), I needed to prospect larger companies with staff, internal politics, layers of management and more that I wasn't used to.

So I did what 99.9% of entrepreneurs do, I cold called until my fingers bled. I tried tactics that served me well selling lower ticket items (less than $5,000) and was making sales, but at a great effort.

I saw this book as I did a search for a related subject. Well, $10 isn't much to gamble, so Amazon got the order. The book sat at the bottom of my book pile for a few months. And then I started reading.

I know this is sounding like a staged testimonial, but it isn't. I have no interest in meeting the author, and I don't know him.
But this book mapped out a complete method to get in front of the BUYER. I was sold.

Reviews say the book is padded. So? They say the author has an inflated ego. So what? So do most Entrepreneurs.
The author takes the time to not only give you every step (in complete detail) you need to get in front of the buyer, he explains the reasons the method works. He also explains in great detail why you should use this idea. He NEEDS to sell us on the reasons for using these methods. Otherwise, they would never be attempted.

I used the system to attempt to see 10 CEOs in a 30 day period. I got in to see 4 within the first 30 days (of the start of the attempt), and closed 3 high end sales worth a few hundred thousand dollars over the next year. One company VP said "No" before I got very far, and the other names are still in the loop for additional effort. I'm pretty good, but I NEVER would have made at least 2 of those sales without using this "attack from all sides" method.

You also need to do every step. At first, I tried cutting a few corners with poor results. Do the whole thing. Invest the time, it works.

Anyway, I saw that the author has a 6 CD set for $59 or so. Not enough. If he doesn't sell personal coaching in workshops for $5,000 a pop, he's a fool.

Complaining about the book being padded is like complaining that the map to the goldmine has spelling errors. Dated material? Maybe a little, but it was written in 1997, so it can't be the author's fault. And if you double your sales...don't complain because you need a bigger wallet.

By the way (sorry for the length, I'm used to writing sales letters), You can use the "influence from all sides" idea in getting in to seeing referrals too. I actually used this method for over a decade and the last few years needed no other prospecting.
But using this to essentially cold call? Brilliant, and something that never occured to me. Live and learn."

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TimD 12 years ago

Ewen, just a note to you. The letter that you worked up with me (one page, tell them exactly why I targeted them, tell them the specific problems I think they are experiencing, invite them to get in touch with me, and what I can help them do) has worked well so far.

Just getting started. Mailed 88. Got a call back. No calling (warm or cold) my part. Just a call from a business saying - ok, you're right, I am experiencing this and I need help, what do I do. I've closed phase 1, pitched phase 2, and we're talking about phase 3.

Wanted to thank you publicly.
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ewenmack

12 years ago

Originally Posted by Claude Whitacre

I used a similar method with referrals from buyers, with similar results, and then I read this book and it finally dawned on me that you could prospect cold with this method. Live and learn.

Claude I skipped this part before and it's got me wondering if the referral letter
is the same as a endorsed mailing.

Where your buyer sends out a recommendation, on his letterhead,
to his circle of influence.

Or something else?

Best,
Ewen

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Claude Whitacre

12 years ago

Originally Posted by ewenmack

Claude I skipped this part before and it's got me wondering if the referral letter
is the same as a endorsed mailing.

Where your buyer sends out a recommendation, on his letterhead,
to his circle of influence.

Or something else?

Best,
Ewen

It was several buyers (That the referred person knows) giving me endorsement letters. I would send the referral several envelopes each with a letter from someone they knew that bought from me. Then I would call a couple days after they got all the letters (mailed the same day). Nearly 100% would see me, and nearly 100% bought. But it sure was clumsy tracking all this.

I ended up just calling the prospect from the referrer's office/home to make an appointment. All my sales were in person. But getting a phone call from a friend, and I get on the phone and say "I promised Joe that I would show you this"? Devastating. Over 80% would book the appointment, and nearly all stuck. The psychology was...if they said "No" to me, they were really saying "No" to their friend/relative.

This is completely outlined in the book Selling Local Advertising.

But the part that isn't in the book? I used this for both vacuum cleaners and selling marketing services....

In my flip book, I would insert a few letters from very happy customers (which I actually wrote, and then got their OK). And the last few letters I showed were from people that they knew well, that bought.

Psychologically, they were surrounded by people that bought, and were recommending me and my product. Extremely powerful social pressure.

I would try to get at least three letters from referrers. This is why selling in nests, niches, and family groups was so important.

If I show you a product, and I've already seen 5 of your close friends, and all 5 bought...and they are all telling you to buy....it's almost impossible to say "No". Of course this only worked because the offer was good, and they wanted it anyway. But it converted hundreds of "Almost bought" to "Barely bought".

But the calling from the referrer's office..one their phone? With them sitting there? It was like an iron cage around the person I was calling.

I know I sound like I don't do this anymore. I do, but I used to do it every day. I work very part time now.

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ewenmack

12 years ago

I can see it being optimal calling the prospect from the phone when the referrer is talking about those closer relationships.

When the buyer has a client list, then I suspect the endorsed mailing would be the way to go.

Thanks for laying it all out Claude.

Best,
Ewen

Originally Posted by Claude Whitacre

It was several buyers (That the referred person knows) giving me endorsement letters. I would send the referral several envelopes each with a letter from someone they knew that bought from me. Then I would call a couple days after they got all the letters (mailed the same day). Nearly 100% would see me, and nearly 100% bought. But it sure was clumsy tracking all this.

I ended up just calling the prospect from the referrer's office/home to make an appointment. All my sales were in person. But getting a phone call from a friend, and I get on the phone and say "I promised Joe that I would show you this"? Devastating. Over 80% would book the appointment, and nearly all stuck. The psychology was...if they said "No" to me, they were really saying "No" to their friend/relative.

This is completely outlined in the book Selling Local Advertising.

But the part that isn't in the book? I used this for both vacuum cleaners and selling marketing services....

In my flip book, I would insert a few letters from very happy customers (which I actually wrote, and then got their OK). And the last few letters I showed were from people that they knew well, that bought.

Psychologically, they were surrounded by people that bought, and were recommending me and my product. Extremely powerful social pressure.

I would try to get at least three letters from referrers. This is why selling in nests, niches, and family groups was so important.

If I show you a product, and I've already seen 5 of your close friends, and all 5 bought...and they are all telling you to buy....it's almost impossible to say "No". Of course this only worked because the offer was good, and they wanted it anyway. But it converted hundreds of "Almost bought" to "Barely bought".

But the calling from the referrer's office..one their phone? With them sitting there? It was like an iron cage around the person I was calling.

I know I sound like I don't do this anymore. I do, but I used to do it every day. I work very part time now.

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Climb Online

12 years ago

When I was bootstrapping I used this method:

Pick up the free FedEx overnite packets and take home. Seal up your material, fill out an address label and stick in middle.

Head over to USPS Office and mail First Class.

A little naughty, but job done on the cheap.

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rugman

12 years ago

Originally Posted by susie haynes

When I was bootstrapping I used this method:

Pick up the free FedEx overnite packets and take home. Seal up your material, fill out an address label and stick in middle.

Head over to USPS Office and mail First Class.

A little naughty, but job done on the cheap.

You can google up 3d mailers - they have fake express looking large envelopes that can sometimes do the job as well.

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Deidra Renee

12 years ago

I haven't tried the Fedex thing yet. I just use regular 9x12 gold envelopes, handwritten addresses, no return address. I put images in the letter (depending on what I'm selling) usually a snapshot of their website. Why? Because it's personal, it lets them know you actually went to their website and they're not just another business on your list.

I don't put too much *hype* in my letters though. Like, 92 million people are using cellphones, don't miss out type of stuff. I simply introduce myself, list my services, let them know that obviously they don't need ALL of my services, but I do think they could benefit from ____ (list the service and the reason why.) I've gotten a few high paying clients this way. I actually got my first lawyer client this way via email.

I find it better to do it this way than the hype way because it gives the perception that you're actually trying to HELP them and not SELL them. Sometimes I actually say, *I'm not soliciting you, just extending my services* I've had people call and tell me that the reason they called me is because of my letter, they didn't feel like they were being sold to, it was like I was just introducing myself, one business owner to another.

Now, I have sent the hyped letters (from WSOs that I've purchased) and they've worked too, I'd just rather go the *laid back* route. I know this post is super long lol but I was about to start a Direct Mail thread from a PM someone sent me but just decided to lay it out here. So, sorry lol

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richie311

12 years ago

What do you mean uses a specific outcome within so many days?

Originally Posted by ewenmack

I can't claim I had a hand in this great success,
but my client gets 40% of total direct mail piece's
sent phoning back and closes 1.

I won't disclose what the exact wording is or the target market
he goes after to protect him.

However I can give you reasons why it works so well.

First he uses Fedex to send out the letter.

The letter is very short, specific and to the point.

He uses a specific outcome within so many days
without spending any more money on X.

Then he names other competitors this letter is going to.

Invites to phone if they are interested in finding out more.

Signs off.

That's it.

The point of the first mailing is to create a lead.

Most I see tell too much and this creates lower response.

At the heart of the problem I believe is the marketer
cannot boil down his/her proposition into 1 sentence or even 2.

That's what's required.

In summary, get a hot lead by quantifying the end result in
percentages and days/months then without requiring something
to get it.

Best,
Ewen

Thanks
1 reply

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ewenmack 12 years ago

Originally Posted by richie311

What do you mean uses a specific outcome within so many days?

An example would be to increase revenue by a certain percentage
in x number of days.

I'm only illustrating that to get you thinking on how to combine what you do to
come up with your own desirable outcome.

Best,
Ewen
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SashaLee

12 years ago

Hi there,

In America, where FedEx is used extensively, there's a service called FedEx Ground that's about 50% of the cost of regular service. It's not an overnight service, but it's still a big loud FedEx envelope. We used these for a client in America who got phone calls from prospects who asked "Do you actually send out these sales letters by FedEx? Do you really promote using FedEx?"

They were in disbelief. The client's answer "Only when the message and the recipient is important enough".

The client didn't have us follow up with phone calls, but I'm sure had we, this would have been a super powerful direct mail campaign.

All the best,

Sasha

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misterme

12 years ago

Great stuff. Thanks Ewen, thanks Claude. You know, if you snoop around a little in that podcast site, you'll find another audio where Boylan talks about having teeth to your value proposition when you get to that meeting.

So here's a little tip I just came up with when researching who to contact in a "Circle of Leverage."

I have a couple of people on LinkedIn I could use this strategy on, so in searching through my "connections" I see I can look at "Companies" and come to find out all nicely sorted out for you are the connections you have listed by company.

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ewenmack

12 years ago

Originally Posted by misterme

Great stuff. Thanks Ewen, thanks Claude. You know, if you snoop around a little in that podcast site, you'll find another audio where Boylan talks about having teeth to your value proposition when you get to that meeting.

Not an easy find, so posted the link to it here...B2B Sales Podcast with Michael Boylan on Value Propositions

Gets you talking the language buyers want to hear.

Best,
Ewen

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DaniMc

12 years ago

I just want to say that I love the way people are willing to share good things here at WF. All of us learn from each other and it just makes our businesses run that much better. I read all of the small business forums on the web, and there is truly no place like the WF Offline Marketing Forum.

When it comes to people sharing and helping, this is as good as it gets.

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TakenAction

10 years ago

I'm sorry I just had to bump this thread back up because I believe Ewen brings so much value here when he says

"In summary, get a hot lead by quantifying the end result in
percentages and days/months then without requiring something
to get it."

as well as when he mentions using the names of other competitors this letter is sent to.

This can be applied to almost any form of marketing and makes for a fantastic headline.

Thanks
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AmericanMuscleTA

10 years ago

Originally Posted by TakenAction

I'm sorry I just had to bump this thread back up because I believe Ewen brings so much value here when he says

"In summary, get a hot lead by quantifying the end result in
percentages and days/months then without requiring something
to get it."

as well as when he mentions using the names of other competitors this letter is sent to.

This can be applied to almost any form of marketing and makes for a fantastic headline.

Great thread and thanks for bumping!

I love the idea of mentioning the other competitors who are getting the mailing. Great idea for Bob Ross's 9 x 12 system to get clients.

I don't use Fedex, but I do use 3D mail and rhe fake Rush Priority Express Envelopes with great success!!

Also, TakenAction, let me know how your direct mail goes!!

Thanks

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