Comments on: Ads or Articles – Which is Better to Market a Small Business?

By: Steve Sipress

Steve Sipress — Sun, 07 Feb 2010 21:17:18 +0000

OUCH, Rob!

How did you find out that none of your mail got delivered?

By: Rob Anspach

Rob Anspach — Thu, 04 Feb 2010 22:24:19 +0000

I’ve used the fake “priority mail” envelopes in the past…they look like official USPS priority envelopes. Customers would be fooled by the official looking envelop and open the piece, then I would capture them with my brilliant marketing piece inside.

My sales would always increase when I sent those out… almost a 25 to 1 ROI

although the last mailing I did with them – all 1500 of the envelopes mysteriously dissappeared at the post office and about $2000 in printing and mailing costs lost plus lost any potential sales to offset costs

By: Rabbi Issamar Ginzberg

Rabbi Issamar Ginzberg — Thu, 04 Feb 2010 15:06:05 +0000

Les,

although that is true, you will usually get a higher open rate with a plain vanilla envelope then you will for one with a teaser.

Of course, free Google money or “bulky mail” kind of mailings do get opened as well… but for the average unknown business, i’d stick with a plain white envelope or a “priority mail” type…

By: Les Rose

Les Rose — Wed, 03 Feb 2010 14:56:46 +0000

Just received a Google direct mailing shot this morning. Clear window envelope showing what appears to be a Red card with $50 value. How could I NOT open this envelope ?
That is an amazing device, There’s nothing like the offer of free cash to get your attention !
Don’t forget, if your selling a product, the value relates to the full retail value, not your cost, and the take up rate is usually in the single figures, so your actual costs are not so bad.
The important thing is to get that envelope opened and the message read.

By: Steve Sipress

Steve Sipress — Tue, 02 Feb 2010 16:33:13 +0000

One of the toughest things I see my clients struggle with is the need to go after LESS people — to target a niche — instead of thinking they’re McDonald’s or Coca Cola and trying to sell to anyone with a pulse.

Me: Who is your ideal prospect?
Client: Anyone with back pain.

Good luck with that marketing strategy, Mr. Small Business Owner. You’ll be out of funds WAY before you attract the number of patients you need to stay in business…

By: Rabbi Issamar Ginzberg

Rabbi Issamar Ginzberg — Mon, 18 Jan 2010 06:48:13 +0000

Excellent post!

the mindset is this:

“Does this mail piece stand a chance when opened over the trashcan to get rescued from certain destruction?”

Lumpy mail… handwritten letter… what kind of stamp… no matter how good the message inside is, if it goes directly into the trash, you don’t stand a chance…

One idea we have successfully used a while ago is using USPS overnight envelope… sent via regular mail!

By: Mike

Mike — Mon, 18 Jan 2010 02:39:27 +0000

Love your point about presuming every recipient will try NOT to read your article or sales letter.

I’m always working hard to make my message irresistible to my target market. But never thought about it in this way before. Thanks.

By: Stage Hypnotist Simone

Stage Hypnotist Simone — Sat, 03 Oct 2009 22:51:09 +0000

Often the fish I catch I wAAAAAAAAAAAy don’t want. but consider a mouse and a snake.

If you put a mouse in the cage with a snake, and the snake does not eat the mouse within 24 hours–they become friends for life.

Isn’t it true that when we engage and relate and care for our clients, they love us back?

Stage Hypnotist Simone

By: Rob Anspach

Rob Anspach — Sat, 03 Oct 2009 22:34:38 +0000

The problem with fishing in a big lake… is that you have to catch and most likely release a whole bunch of the wrong fish. But by fishing is a smaller lake that is stocked with the fish you want to catch – it makes fishing more enjoyable.

This is true with marketing… many times you are enticed into placing an in the phonebook or coupon magazine… and that might not be your target audience.

A carefully crafted direct targeted marketing piece to the exact match cliente is always a safer bet… and makes attracting and working with clients more enjoyable.