Direct Mail Doesn’t Work! If I had a dollar for every time I’ve heard this B.S statement, I’d have enough money to buy myself a fancy dinner with wine included. It’s one of those statements we on the inside of Direct Response hear weekly.
Those who believe Direct Mail doesn’t work generally fall into two categories.
One, they haven’t tried it, so it’s new to them so they automatically deny the possibility of it working.
And two, those who have tried Direct Mail and failed because they left out crucial elements in the marketing equation. Instead of blaming themselves, they blame the media… much less confronting and no looking in the mirror is required.
Look, this is like baking a cake without any flour and then being mystified and pissed off when instead of a cake; you’re left with a clump of goo. Not only that, you start bitching and moaning that baking cakes don’t work.
Sounds silly right?
But it’s the same damn thing. You see when you dig a little deeper it’s obvious what went wrong.
They tried shortcutting a tried and true formula;
making up their own recipe as they went along.
Anyway, as always there’s a lesson in this here ramble that does concern you and your business profits. In fact, I can feel a BIG lesson coming on, bubbling away in the depths of this Wizard’s illustrious brain, ready to unleash itself on you, my trusted reader.
Okay, phew, I’m back… here’s something to take on board:
Copy doesn’t live in isolation. You’ve gotta get your strategy right first to give your copy the chance it deserves to be successful.
That’s where being a marketer, being a great sales person comes into play. To be a great marketer, you don’t have to be a great copywriter. However, if you wanna be a great copywriter, you better make damn sure you got your marketing chops honed to a razor’s edge.
Case in point: I had feedback from a Member recently telling me Direct Mail doesn’t work; that it’s a waste of money.
Upon quizzing this member I found out she made many rookie mistakes that slashed her response. There are several lessons for you here; so pay attention, there’s money to be made. Okay, she made many mistakes that space doesn’t allow me to elaborate upon; however here’s a big mistake and how to rectify this appalling situation.
SIDE NOTE: Keep reading to find out this great strategy to doubling your Direct Mail profits…but also… this strategy is a perfect fit for product launches as well… and I’ll show you how we are using it for our upcoming Masters of Conversion launch.
MISTAKE : It was a one shot mailing. There was no set-up preceding the mailing and no follow up after the mailing.
Here’s what I found out. She had never mailed her customers before so her relationship was weak. Now, picture the scene. Her customers haven’t heard a thing from her since they had last seen her in her retail shop. There had been no follow up, no thank you, no effort in continuing the relationship. Now along comes this member’s one-off mailing and she expects outrageous results. Amazing! As I keep saying, folks have unrealistic expectations!
HERE’S THE STRATEGY TO FIX THIS: When you have little or no relationship with your Tribe, or maybe you haven’t contacted them for a while, do a set-up mailing first before you begin a promotion.
Basically a friendly “we’re still here” and “we miss you” kinda letter will do. It doesn’t have to be world class; just get the damn thing mailed. (This could be a full-on reactivation letter as well; however, a softer, lower-key letter will do much better in setting up the upcoming promotion.)
The lesson here is simple and it comes down to
thinking like your customer, not like a seller.
If you haven’t contacted your list for a while and you go straight for the jugular, that is, straight into a sales pitch, good chance your response will be low. Best off to set the mailing up before hand.
It’s the same online. Sometimes I get all caught up in the real world, I forget I’ve got a few thousand people on my online list who haven’t heard from me. So to get back into their good books, I send an email or two each week for a few weeks just to let them know I’m still around. Usually it’s a story with a lesson… and many times I get a stack of emails back saying how much they missed my emails and thanks for sharing some more good stuff. This lets me know I’m doing the right thing. This lets me know I have a solid relationship with my list. Now doing this is just good manners, but it is also savvy marketing.
So I suppose the big lesson here is to have empathy for your customers. Put yourself in their shoes for a change. Build a relationship and don’t just treat them as if all they are is a source of income.
This is where true success lies.
PS: You can use this strategy for online launches as well. Check out the video below. It’s a teaser video for our upcoming Masters of Conversion Super Conference launch. Its sole purpose is to build a bit of buzz and lay the groundwork for what’s to come.
PPS: If you liked the video, can I ask a small favour? If you are on facebook could you please share this video with your friends. It’s simple all you have to do is click like button below. Thanks 🙂
Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook