Revealed: The dirt-cheap postcard that produced sales of $479,147 in just 3 DAYS!
In the last rant (blog) I talked about using new technology in your marketing to ramp up your sales instantly.
In that case it was Mobile Marketing… and the SMS sample I gave had turned over approximately $100k to date (and still going) for my client.
Well this time, I am going to be talking about old technology.
I am talking about Direct Mail.
I know what you are thinking, “mail is so expensive these days and SMS is so cheap, I hate spending money sending stuff out and besides, no one reads this stuff anyway” …
The truth is the VERY BEST media of all is Direct Mail and if you give me a chance, I bet I can prove it to you…
And better still, I’ll actually show you the exact postcard that produced sales of $479,147 in just 3 days (TOTAL SALES of $894,841 over the duration of the promotion to date) for my client if you read on NOW!
STOP PRESS – My clients have just advised me they have cracked $1 million dollars with this promotion
Of course the thing behind all of this success is a strategy known as “Emotional Direct Response Marketing (EDRM)” and where EDRM is concerned, it doesn’t matter what media you are using… Radio, Print, TV, online and all its channels, it’s the only type of marketing you should use.
By the way, that applies whether it is Business to Business (B2B) or Business to Consumer (B2C), after all, a business doesn’t buy from you, a person does.
And there are 5 E-Factors that make people do anything and they are:
- Love
- Greed
- Guilt
- Fear
- Pride
Now a really good marketer hits all 5 when selling anything but for your information, FEAR is the most motivating of all of those E-Factors so that is the big one.
The Virtues of Direct Mail as a Media:
- You get to use mailing lists (your own or rented)
- You can sell in a vacuum with exclusive attention (because your competitors won’t use mail, they are dumb and incompetent)
- Involvement: Physical, tactile experience, they get to touch and feel it
- Graphics provide opportunities to gain and hold attention and allows enormous amount of format flexibility and creativity like bolding, underlining, bullet points, highlighting, capitalisation and pictures.
- Options to “make your money in the dark”, unlike other media, your competitors won’t know what you are doing
What Emotional Direct Response Marketing IS NOT:
EDRM is NOT getting your name out there. It is NOT name recognition. It is NOT building an image.
It is NOT getting your name in front of as many people as you can get your name in front of. It is NOT bragging about how excellent you are. It is NOT copying Fortune 100 companies’ inane or funny advertising. It is NOT cold prospecting.
It is NOT begging people for referrals. It is NOT going to network meetings and social events to meet clients and prospects. It’s NOT manipulation or unethical tactics. It is NOT taking people to lunch or playing golf.
It is NOT having a fancy brochure and business card. It’s NOT having a website or being very good at what you do. It’s NOT winning an award, having letters after your name or a plethora of business and achievement certificates on your wall.
What Emotional Direct Response Marketing IS:
A systemised, predictable, sustainable and profitable marketing system that allows you to achieve maximum productivity, maximum leverage, and will allow you to conduct your business to achieve massive results with the least amount of time and effort.
Direct Response Advertising…
- Contains a headline that flags your prospect and creates curiosity
- Creates interest in the product or service
- Creates desire in the prospect
- Has a specific offer
- Has a deadline
- Has measurable results
Now whatever you do, never write a marketing piece again that does not include the “11 No BS. Emotional Direct Response Marketing Rules”.
Rule #1: There must always be an “offer(s)”
Rule #2: You must use urgency and scarcity in your call to action
Rule #3: There must be clear instructions on how to respond.
Rule #4: You must give them multiple means of responding.
Rule #5: You must always use a bold headline.
Rule #6: You must always follow the emotional direct response model.
Rule #7: You must always use “double readership path”
Rule #8: You must always use bullet points in your copy
Rule #9: You must always use outrageous guarantee(s)
Rule #10: You must always use testimonials or case studies.
Rule #11: You must never use “Mr. Professional” jargon.
How to use DIRT CHEAP POSTCARDS to MAXIMISE your results
- Oversize postcards outperform standard postcards
- Use up every inch of the copy, white space sells nothing
- Use copy doodles, handwriting or hand written graphics
- Make postcards part of a direct mail marketing sequence
Economic Advantage of Sequential Mailing:
- Follow up at least 3 TIMES by mail in order to DOUBLE response
- If you get a 5% response on the first mailing, you will get a
10% response from all 3 letters
- If you don’t mail a second and third time you are leaving
half of your profit on the table
- Sometimes the third mailing works better than all the rest
- Don’t worry about what it costs you, just what it makes you
- Only stop mailing when it ceases to make you money
- At least do a 3 letter sequence then test more if it is profitable
- Anytime you have marketing method that breaks even keep
doing it
- Never give your clients too long of a deadline to respond,
typically 2 weeks is maximum
- Always refer to the previous mailing piece in a sequence
campaign
- Make each of your mailings look somewhat different.
- Make sure the recipient knows that this is a “different”
mailing from the last one
- Sequence mailing could include letters, postcards and
self-mailers
- There is no rule that each step has to be via mail. Add a
phone call, voice broadcast, SMS or email
Here is a typical Multimedia Sequence:
- The “dollar bill” letter
- The “cheque attached” letter (2 weeks later)
- The “trashcan” letter (2 weeks later)
- “Binocular” postcard (2 weeks later)
- Phone follow up call (2 weeks later)
- The “shredded money” letter (2 weeks later)
- Phone call follow-up (2 weeks later)
- The “silver platter” sales letter (30 days later)
- The “boomerang” sales letter (30 days later)
- The “no strings” postcard (30 days later)
- The “gambling card” letter (30 days later)
- The “dice” postcard (30 days later)
- The “balloon” letter (30 days later)
- The “needle in a haystack” letter (30 days later)
- The “teabag” letter (30 days later)
- Phone call follow-up (2 weeks later)
So here is what you have been waiting for… The Postcard that turned over $479,147 in just 3 days (TOTAL SALES of $894,841 over the duration of the promotion to date).
I have gone to the trouble of writing all over it to point out what Ali Halupka got right and why it worked so well.
I could say that she did a brilliant job and she did, but what is more important is the result because the marketplace in this case farmers, voted with their wallets.
A big thank you to Ali and Danny Halupka from Grant Sheds for allowing me to share this insider information with you.
Anyway, just as one thing doesn’t generally cause a plane to crash, no one thing will be responsible for the success of you marketing campaign.
So what you should actually do is “COBBLE” your marketing together, in this case emails, post card and newsletter (Cobbling).
So it was a simple 4 step sequence.
Postcard > Email 1 > Email 2 > Newsletter
Target Market:
Farmers in SA, western Vic & NSW
Particularly grain farmers
Results:
Total Sales Value: $894,841 including sheds and building
Number of Sheds: 24
Average $ Sale: $37,285
If you are thinking this Direct Mail (EDRM) won’t work for you, you will be right, it won’t.
By the way, you are not on your own, Ali took some convincing at first and is now a fully-fledged “marketing maniac” that executes through all media at a very high level.
Of course, what Ali is actually doing is creating “assets” because this campaign can be rolled out at least once a year with a tweak or two.
What this campaign did is get farmers who had been thinking about buying a shed to actually buy one so mostly it’s found money.
Without this campaign, there is no telling when the farmers would have bought or even if they would have bought and worse still, who they would of purchased from.
So, if you are not using Direct Mail (in this case Postcards), you are neglecting the most financially rewarding media of all and you are leaving a ton of money on the table.
Even further proof of this is the Internet gurus have even now “come over to the dark side” and have mastered Direct Mail even though they more than likely won’t tell you that.
Final proof is the fact that Google also use Direct Mail campaigns.
Am I only saying use Direct Mail? Not for a single minute!
What you should be doing is using ALL MEDIA.
However, I am not done yet…
Here is the…
28 Direct Mail GAME CHANGER SECRETS to MAXIMUM PROFITS in today’s Chaotic New Economy
PLUS courtesy of Ali and Danny from Grant Sheds, I will actually give you a copy of their 4 step campaign including the actual postcard, the actual emails and the actual newsletter.
Simply click here and follow the prompts to get a FREE video PowerPoint presentation.
This completes the fourth in a series of 7 Low Cost, No Cost Gorilla Lead Generation Strategies that Work like Crazy…
All the Best,
Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.
P.S. Feel free to pass the blog on to anyone who you feel might benefit from it.
In the last rant (blog) I talked about using new technology in your marketing to ramp up your sales instantly.
In that case it was Mobile Marketing… and the SMS sample I gave had turned over approximately $100k to date (and still going) for my client.
Well this time, I am going to be talking about old technology.
I am talking about Direct Mail.
I know what you are thinking, “mail is so expensive these days and SMS is so cheap, I hate spending money sending stuff out and besides, no one reads this stuff anyway” …
The truth is the VERY BEST media of all is Direct Mail and if you give me a chance, I bet I can prove it to you…
And better still, I’ll actually show you the exact postcard that produced sales of $479,147 in just 3 days (TOTAL SALES of $894,841 over the duration of the promotion to date) for my client if you read on NOW!
STOP PRESS – My clients have just advised me they have cracked $1 million dollars with this promotion
Read on to find out exactly how they did it.
OMG…I’ve gotta get that priceless 4-step campaign..!
Actually, I learnt a lot from your critique. It anchors what I’m doing right 🙂
Thank you xx