Direct mail can change your life and your business philosophy. This may seem like hype, but it is not: is exactly what happened to me and my wife. When we started our business, we build $ 300.00 - that's right, only three hundred dollars - in an income of about $ 16,000.00 per month in less than a year. We do well simply by running advertising space in national magazines and pyramid the proceeds to buy more advertising to attract new customers - like many other small businesses still do. But once we started working with our mentor, a direct marketing experience Russ Von Hoelscher, we stopped just focus on pursuing new customers and begin to exploit the available money in selling to existing customers attracting direct mail.
Within nine months, we made about $ 25,000.00 per week using the mail Russ teaches. I know the work of direct marketing, because I am one of his many successes.
We used to rent Russ to come to our house in Kansas and worked with us on weekends. At that time, Russ made us pay $ 2,500 for a weekend time and expertise. He was an absolute master when it comes to making money with direct mail, and I am honored to see the master of the work. We will look at the airport on Friday night and, starting very early on Saturday morning, we sit around the table and talk about all kinds of products and services to our customers may be interested, as well as new promotions. Russ will be passionate about something we talked, and he began writing in one of the many legal pads we waited for him there.
Meanwhile, Eileen and I sit in awe, watching the write fast and furious, as quickly as possible; and when he stopped, we will talk more, drink more coffee, and eating good food. Then it will be again. He took all the ideas we have expressed, and translating them into legal pads when writing a sales letter. When he left on Sunday, we'll stop by the house typist and deposit all their bearings have them typed and saved to disk. Then I'll edit the copy he wrote, sending the sales letter resulting from our customers, and start raking in the profits.
Somewhere along the line I said to myself: "I want to learn how to do this" It took eight years to learn to my satisfaction - and I'm still learning, it is an interesting process, a lifetime.. .
direct marketing seems simple, but doing it well is not. Of course, it is just a matter of taking new ideas, products and related services, write a simple sales letter, communicate their ideas, put them in an envelope and send them to your best customers - those who have already bought something from you before. It was as simple as it could be. But most companies do not. They do what Eileen and I did before we met Russ: continue to pursue new customers, not doing enough to sell additional products to existing customers.
Once we started to use direct mail to sell to existing customers, Russ helped us learn how to use mail merge to create a sales letter for new customers - those who are interested in the things we sell, but has never done business with us before. This is when millions pours. You get a great feeling when you put together your first direct mail packages and orders started to arrive. It is exciting, addictive, and profitable. So: look at the main benefits of direct marketing, and why you should make it a part of your business.
Benefit # 1: direct mail jobs. It is like a recipe: Follow the instructions and you will get the results you want. Remember that many others do not use it. Do not be limited by the fact that he can not work for you before. You do not know what you want to know the time you finish reading this article.
Benefit # 2: It works for everyone, including small businesses. In your local market, you will probably not have much competition direct mail, if applicable. You'll get to chase your competition and become the dominant company in your field. Even if you run a regional or national company, chances are good that none of your competitors do what you can do with the mail.
Benefit # 3: direct mail marketing is targeted. You can choose people who bought services and products similar to yours in the past. Most other forms of advertising do not allow. The process of removing most of your ads to people who are not interested in what you offer, spray your message to people from all walks of life, only a small fraction of them are your best prospects. mail, it is easy for you to choose only those who want to get - and then reach them personally. You really send a letter to someone, communicate by letter printed, one-to-one. Always act as if you have something special to say to someone special. This is what makes direct mail is so nice.
Benefit # 4: Almost nobody knows this secret. If they know something about direct mail, usually very basic; they understand involves sending prospects, usually a postcard. They could have tried, and found it did not work for them. Again, it is because they do evil. They do not understand the industry or methods - not even the basics, let alone the hassle. As said shipping king Aristotle Onassis, "The secret of business is to know something nobody else knows." This is true of direct mail. If you can learn to understand the direct marketing on the level of ground and you are ready to focus your efforts on it, the rest can come later. It takes a lifetime to master, but you can earn while you learn.
Benefit # 5: Direct mail gives you unbeatable lead, almost an unfair advantage over other marketers. This is a hidden way to promote your offers to your market, because your competitors do not know what you do. The only way they will learn is if someone tells them, or if they get on your mailing list in some way.
Benefit # 6: direct mail marketing is scalable, either up or down. With the initial tests, when you just start with an offer, you'll want to keep the volume low. If the market responds, you crank the dial up, mailed several pieces. Otherwise, you try another offer. Whether or not you scale up and down can also depend on the market you are. If your whole Internet market and you have millions of potential customers, even a small return, it may be worthy to launch the volume. If you are in a small local economy, with thousands or tens of thousands of potential customers at the most, you'll need an answer anymore. Always check your number and always test, and you can continue to grow your business.
If you do not think you can handle all the work yourself, hire more employees. This is especially true if you're a man band, because your ability to grow is limited by your ability to perform. Let someone else do some of the work; act as the brains behind it, the person who leads and facilitates. This method can work if you cut the grass for a living, a small machine shop, or if you are an electrician and think you have to do to advertise because you have all the business you can handle right now. Build your team pays for most of the actual work. Do not limit yourself by thinking small.
Benefit # 7: You can segment your customer list, so some offers to go just for a certain group of customers. Your best customers - those who spend the most money with you - will offer its customers the rest of you do not do; even in your customer base, there is a stealth-sale happen. Another list will not even see an offer unless it is hit with your best customers, you carefully presented to all the people who think you can buy.
Benefit # 8: You can make offers with a better chance of success than most advertising methods. One of my personal heroes is P.T. Barnum, a founder of Ringling Brothers, Barnum and Bailey circus. It is an extraordinary entrepreneur, is involved in all types of businesses. Many good biography was written in men, and it was worth it to learn from his life - because he understands marketing at a deep level, which helped him become one of the richest people in the world in his days.
Barnum said: "Most business people are trying to catch whales using small fish as bait" They threw together a small direct mail flyers or postcards that are not connected to any type of strategy. . the campaign failed to produce, so they give and stated that direct mail does not work. Nothing could be further from the truth. mail beats the pants off any other methods of marketing and advertising. you will see one of the reasons why our following advantage:
Benefit # 9: Done correctly, direct mail marketing to a full sale of work. It is like a salesman in an envelope - people who get sick, never complained, never wanted a raise, and work 24 hours a day. If done correctly, it is disturbing - which is exactly what you want. I engaged in business for years before I really understand the impact of the word. Mail should take the trouble to capture people's attention. Yes, people are still sorting their mail in the trash sometimes, do not pay attention to all the mail they receive; but much more intrusive than other methods, except for live dealer.
Think about how easy it is to remove your e-mail; You do not even need to read. direct mail is much more intrusive than email; gets in the way and the player in a little corner it takes to get the right people to take notice. It seems that everyone is in love with something new, and the old direct mail - that most people ignore. Yes, it is old news, but it works better than any fancy innovation.
Benefit # 10: Direct mail can make you lots of money. My company has produced more than $ 150 million in gross revenues mail in 24 years, and my wife and I had the most on average you will ever meet; You will never get us to the ranks of successful people. But direct mail has been responsible for almost all the millions of dollars that flowed into our small company. Our headquarters is in Goessel, Kansas. If you do not know whether an hour north of Wichita, you will not be able to find it on a map. You can not always find.
Now we like Kansas and passion for our country, but we also recognize it for what it was. It is roughly in the middle of nowhere, and we like that. But even if we were in a town just a few hundred people, we generate millions of dollars in direct mail. This should inspire you. This is something that can really make a lot of money.
If there is a unique business tip that will benefit you more than others, it is this: you have to sell more stuff to more people more often for more profit with each transaction. Everything else is details. But these details! You must find ways and means, methods and strategies; and you have to get everything right. But they no longer sell to more people more often for more profit per transaction. Direct marketing is a key way to do it. You are in complete control of all aspects of the process.
Yes, there is a learning curve. You must be willing to both learn and practice. Try to make it fun and exciting; but even if you do not feel like that about it, just keep your eye on the prize. You can get an incredible amount of money while you learn, and even more when you have mastered direct mail. Not only is there a better way to use the formula a bit to sell more stuff to more people more often for more profit each time direct mail.