When he was 19 years old, he sold 4000 fake rocks…through the mail.
From rocks, he moved on to financial publications, again using direct mail, he sold hundreds of thousands of publications.
He helped a software company use direct mail to increase their customer base by over 1000%. A doctor implemented his follow up system and brought in a 95% return.
His success list continued to blossom. He became so good at direct mail that people in every kind of business imaginable started seeking his help.
His name? Craig Simpson.
Today he helps his clients increase their sales an average of 40%.
You may already know that Dan Kennedy and GKIC have worked with Craig Simpson for years. In fact, several months ago we had Craig as a guest on one of our Diamond calls. Today I’ll share a few things Craig shared with me about how you can use direct mail profitably.
Mail to the right group of prospects who will respond to your offer. Darcy talked about this the other day in her article This Is Your Invitation To A “Profit Party.” No matter how good your offer is, if you are mailing to the wrong prospects, you won’t sell much, if anything. Eliminate frustration and wasted effort by developing a list that matches your offer.
Create a sales piece that will connect to your audience. Once you’ve matched your audience to your offer, create a sales piece that resonates with them. For example, if you are selling a financial product and your audience is nearing retirement, you would talk about investing in a much different way than if your audience is in their twenties and just starting to invest. Obviously the latter audience will feel a lot less stress about whether or not they’ll have enough money to retire than the first group which means your approach will need to be different.
Save money by taking advantage of postage discounts. There are many different programs through the postal service that will help you save money. For example, by pre-sorting and bundling your mail by zip code, you can pay a cheaper rate than if you just drop off hundreds or thousands of pieces unsorted. Check to find out which discounts will work best for you.
Be strategic. Don’t just drop a piece here and drop a piece there. Have a plan of what you’ll mail, how you’ll follow up and when you’ll mail, before you start. For example, when planning our marketing for Info-SUMMIT, we decide on our offers, deadlines, what we will mail and when we will mail in advance.
We know that we’ll mail the sales letter first and follow with a series of postcards to drive people online to register. We already have a series of mailings prepared to send to attendees after they’ve registered to keep them excited about the event and let them know about other opportunities such as upgrading to VIP so they can get special reserved seating and other perks or that they have the opportunity to meet our celebrity guest Jake Steinfeld and get their picture with him to use in their marketing or that they can bring a guest at a special price.
By knowing what you’ll do when and how, you can create pieces that will not only work together to reinforce your message, but that will get customers to spend more money initially, more readily buy again and be eager to refer their friends to you.
Direct Mail can be one of the most profitable strategies or one of the most costly strategies. Prevent wasting money by following Craig’s four tips and you’ll be able to create your own economic boom in your business.
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