There are no victim’s, only volunteers in success and failure
To think for a moment the only valid media to spread your message and get leads is the Internet, is a false premise and one fought with danger.
The truth is, the Internet is a valid media but not the only one…
And to some of you, it certainly is not the most optimal media to be using.
Those who depend solely on it, are fast becoming VICTIMS of the constant never ending changes pervade on advertisers.
Let’s face it, you are playing in someone else’s sandpit and they own the sandpit and make all the rules.
Comply or be banished.
None of those rules really are designed with your best interests at heart.
The rules are designed with their shareholders best interest at heart and rightfully so.
The good news is, you can avoid being a victim of all of this by mastering other various media along with the Internet.
The world’s greatest marketer, Dan Kennedy, reported that Google, Facebook and Microsoft spent 69% of their combined ad spend in 2016 on TV.
For those of you who haven’t realised, TV is an offline media and Google, Facebook and Microsoft sell online media…
All these companies also pour money into print media, direct mail and telemarketing.
Some of you surely have been marketed to in this fashion.
Again, all are offline media and their ad spend offline is larger than their ad spend online.
All the while, they are trying to get you to spend money advertising online but offline, given their larger ad spend, is more effective for them.
And I suspect they hate it, but facts are facts.
So why would these companies spend something like 80%-90% of their advertising dollars on offline media, while telling you that you should be advertising online? (which of course is valid also)
Obviously, the reason they pour money into the offline media I have referred to here is because it works.
And it can work for you too.
It’s wise council to figure out how to make offline media work.
That way you are not dependent on any one media for your success.
Anyway, take the point and own it, surely no better proof then, that Emotional Direct Response Marketing Offline is superior or at least requires your consideration, is the fact that these massive online companies use offline media.
Am I saying don’t use online media?
ABSOLUTELY NOT!
Use every media known to man and find ways to do it profitably.
So here are some Direct Mail secrets that might be of great interest to you if you are heeding my advice to advertise offline.
Direct Mail Secret #1 – That Direct Marketing and Direct Mail WORKS and if it Didn’t Work for you, you did Something WRONG.
In fact, when executed correctly, it’s better than any other marketing that you can do…
This might sound like I’m stating the obvious, well I am definitely not…
Here are some stats from Pitney Bows that might be interesting to you:
- 72% of small businesses rarely ever use direct mail
- Over 70% of the 28% who do use direct mail rate it as the most profitable advertising and marketing they do
- This tells you exactly what you need to do to have a massive advantage over 72% of your competitors
I remember years ago when Andrew and Darryl Grant were sitting in my “Business School” when I had just 22 paying members, years later of course, thousands had been through the program.
Anyway, at that “Business School” in front of 22 people, I revealed an Internet opportunity that the Grants have turned into a multi-million-dollar business.
In fact, a passive income annually in excess of a million dollars, not to mention the multimillion dollar business they created, embracing whole heartily, Direct Response Marketing, learnt from me.
Here’s the thing…
Darryl admits to having completely replaced her negative thinking and language about my style of marketing with positive thinking and language.
If Andrew and Darryl hadn’t replaced that negative thinking, I doubt quite simply, whether it would be possible for them to be where they are today financially.
After all, the other 20 people in the room did nothing with what I revealed that day, hats off to Andrew and Darryl.
So, don’t let your own biased opinions or poor execution where Direct Marketing and Direct Mail is concerned, keep you away from a pile of money.
There are no VICTIMS, only VOLUNTEERS.
Quite simply, Direct Mail WORKS and so does Direct Response Marketing.
And if it is not working for you, you have screwed something up.
Direct Mail Secret #2 – Direct Mail and Direct Marketing is More Effective than Online Marketing.
Don’t get me wrong, that doesn’t mean you DON’T master online marketing, it is just I want you to master online AND offline marketing…
In fact, if you don’t master the Internet, it will be a devastation in the next 5 years!
Frankly, I would also argue that if you don’t master offline Direct Mail and Direct Marketing, it will also be devastation.
Tell me, what do you think Internet guru’s like Russell Brunson, Yanik Silver and Frank Kern have in common?
Well firstly, they all previously belonged to a particular “Religious Cult” that believed the only way to do business was on the Internet…
ALL have “come around to the dark side” to Direct Mail and ALL now balance their marketing efforts online and offline.
In fact, in a recent interview with Frank Kern interviewing Dan Kennedy, the greatest living Direct Response Marketing legend, he called Dan his greatest mentor.
Finally, they ALL took some convincing to “take on” Direct Marketing and Direct Mail online and offline.
Direct Mail Secret #3 – No Other Media can Compete with the Power of Direct Marketing and Direct Mail
So why is this media more powerful than any other?
Well, firstly virtually no one is using the letterbox these days.
You have literally got it to yourself.
You certainly can’t say that for the Internet, it’s full of clutter and getting harder and harder to stand out from your competitors every day.
Secondly, your competitors don’t know how to do it.
That’s an unfair advantage if you do.
And picture this, tonight when you go home to your residence or tomorrow morning when you arrive at your place of business or go to the PO Box to collect your mail, one of the first 3 things you or someone else entrusted with the task will do is sort your mail.
And you will sort it into 3 piles, literally over the top of a trash can.
Pile #1 will be that junk mail you immediately assign to the trash can.
Pile #2 will be bills like your water rates, licenses and official letters from your lawyers etc and you will set pile #2 aside to open at a more convenient time.
Pile #3 is the pile you want your marketing to be in. It will be in 2 forms:
One, it will look like it has come from a friend, this is called the “Blind Approach” mail, and let’s face it, if a friend sends you something, you open it immediately.
Now a friend would use a live stamp on an envelope wouldn’t they? And in fact, those live stamps may have been on crookedly wouldn’t they?
Your friend might even use multiple stamps.
So here is a neat little statistic. If you put multiple stamps on your mailing, preferably crooked and/or upside down, your open rate goes up dramatically.
Why would that be so?
It is because it looks organic, it looks the polar opposite of that stuff from pile #1 that went in the trash.
You would expect it to be hand addressed if it was from a friend, wouldn’t you? And probably blue ink? You might even have a returned street address on it? But it certainly wouldn’t have a post office box on it!
The best thing about this hand addressed idea is, with the advent of computers, there is some really neat hand-written fonts that are so good you can’t tell the difference!
Now the envelope wouldn’t be an open face envelope would it? And it wouldn’t have any barcode on it? It would be a plain standard size envelope, no bigger than a DL.
This “Blind” method is the best method to use for new prospects where you have no prior relationship with them and it even works to your own list where you do have a relationship.
The other type of mailing that works is called the “Teaser Method”. The word “Teaser” implies that it teases the recipient into opening the envelope. That means it is suddenly okay to cover your envelope in teaser copy.
Things like bullet points, testimonials, offer of free gifts inside work really well, white space on an envelope never sold anything.
Cover your envelope back and front with powerful, benefit driven copy.
Just as you can’t be half pregnant, your envelope should not be half naked either.
The “Teaser” method will most likely be from a company who you have dealt with before who you stand in high regard.
For example, something that arrived from me in your mail box, hopefully you would want to open that immediately.
So, there you have it, there are 2 types of mailing you can do. “Sneak up Blind” and the “Teaser” method. Both are designed to get the envelope opened, read and acted upon.
I am probably the most qualified person in this country, if not one of the most qualified people in the world to teach Emotional Direct Response Marketing and Direct Mail.
In fact, in this country, I don’t have a peer on this subject.
Anyway, would you like to know how great this Direct Response Marketing is?
I hope you said yes because I am going to tell you a story that happened just this past week.
My partner in business Glen, and his wife Shaye are house hunting and wanted to rid themselves of a pile of stuff they have no use for any longer.
Glen placed Emotional Direct Response classified ads on Gumtree and his phone went nuts into the wee small hours of the night until he pulled the plug on the ads to get some sleep.
Bottom line, he sold the lot.
A few grand from nowhere… words into cash.
And Glen himself admits he is no Mal Emery where Direct Response Marketing is concerned, but he is a whole lot better than anyone else trying to sell stuff on Gumtree.
And that is all you have to be in your industry, better than your competitors.
It’s like the greatest unfair advantage you will ever get.
Before I finish off, I just want to tell you the back story on Glen and Shaye’s search for a house.
The one they have grabbed with both sets of hands, Glen described as a “barn find” … It’s incredible in every sense of the word!
The thing is, it had been on the market for 3 months and not a bite.
The agents ads were crap!
Glen and Shaye knew that but luckily Shaye said “It’s Sunday arvo, let’s have a look at it anyway”.
And as they say in the classics, “It’s now a done deal!”.
Remember, nothing will give you an unfair advantage over your competitors or put more money in your pocket than your ability to use Emotional Direct Response Marketing in all media online or offline.
You have a choice… VICTIM or VOLUNTEER
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
To think for a moment the only valid media to spread your message and get leads is the Internet, is a false premise and one fraught with danger.
The truth is, the Internet is a valid media but not the only one…
And to some of you, it certainly is not the most optimal media to be using.
Those who depend solely on it, are fast becoming VICTIMS of the constant never ending changes pervade on advertisers.
Let’s face it, you are playing in someone else’s sandpit and they own the sandpit and make all the rules.
Comply or be banished.
None of those rules really are designed with your best interests at heart.
The rules are designed with their shareholders best interest at heart and rightfully so.
The good news is, you can avoid being a victim of all of this by mastering other various media along with the Internet.
The world’s greatest marketer, Dan Kennedy, reported that Google, Facebook and Microsoft spent 69% of their combined ad spend in 2016 on TV.
For those of you who haven’t realised, TV is an offline media and Google, Facebook and Microsoft sell online media…
All these companies also pour money into print media, direct mail and telemarketing.
Some of you surely have been marketed to in this fashion.
Again, all are offline media and their ad spend offline is larger than their ad spend online.
All the while, they are trying to get you to spend money advertising online but offline, given their larger ad spend, is more effective for them.
And I suspect they hate it, but facts are facts.
So why would these companies spend something like 80%-90% of their advertising dollars on offline media, while telling you that you should be advertising online? (which of course is valid also)
Read on to find out more
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