Hi Business Owner,
My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.
What would it be worth to you to be able to get as many high paying customers as YOU want, when YOU want them, for mere peanuts?
Can it be as simple as mailing letters and like magic your phone rings “off the hook” from customers wanting to set up appointments with you or coming into your store?
YES it is that simple, BUT and this is a BIG but, you have to AVOID…..
The 11 Biggest Direct Mail Mistakes Made By Business Owners
#1: Offer Looks Like Junk Mail. The first thing 52% of your prospects do when they come home from work is go through their mail. The mail is usually divided either physically or mentally into three piles. The “A” pile is letters that look important, personal letters, notices, etc. The “C” pile is mail that clearly looks like junk mail. The “B” pile is everything else. The “C” pile mail usually gets tossed unopened, the “A” pile mail gets opened right away and the “B” pile mail may get opened after the “A” pile. You job is to make your envelope look like the “A” pile.
#2: Not Having A Headline Or Having A Lousy Headline: When I write a headline I normally spend half of my time developing the headline. In fact, typically I will write about a dozen headline before I settle on the one that I think will get the best response. The Headline is the most important part of the direct mail letter. It will grab the readers’ attention and pull them into what you have to say.
#3: Lack Of Testimonials: What your current clients say about you is ten to twenty times more believable than what you say about yourself. Testimonials are a great way to get instant credibility with prospects. How many testimonials should you use? As many as you can – and use them everywhere.
#4: No Offer/Lousy Offer: It is costly to get a new client. What will make someone respond? Well, I’ll tell you one thing – there is no way that someone will respond to a lousy offer or worse yet, no offer. Remember, the real money in getting a new client is in making them a “client for life”.
#5: No Deadline Or “Wimpy Deadline: People are natural procrastinators. Unless you motivate them to respond NOW, they never do. A deadline is what makes them respond. Deadlines create fear – fear of losing out on a particular offer or opportunity: One rule that I live by is never to give a prospect more than a 2-week deadline. If you do, you might as well save your hard-earned money and not mail.
#6: Focus On The Business Instead of WIIFM: How many times do you see salon advertising and all it says is how wonderful the salon is? It talks about how many years they have been in business, or the friendly service, or the big selection. But what about what the clients really wants? Clients ONLY want one thing – WIIFM (What’s In It For Me).
#7: Trying To Accomplish Multiple Objectives: The salon or ad agency that created the mail piece tries to accomplish multiple objectives. A mail piece should ONLY have one objective. All you should care about is GETTING A CLIENT. A Client is the only thing that can put money in your bank account. Image can’t do that. Last time I tried, the teller at my local bank wouldn’t allow me to deposit “image”.
#8: Lack Of A Guarantee Or A ‘Wimpy” Guarantee: This is a very simple concept but often scares Salon owners to death. Study after study has proven that the better the guarantee, the more people will buy. Sure, some will take advantage of your guarantee, but they are insignificant to the number that will buy more. If you can’t guarantee your products or services, then find something else to sell.
#9: Failure to Tell Your Story: Clients and prospects like a story. They want to hear why you are making the offer that you are making. It seems to add credibility, and they believe you, they respond better.
#10: Cute: Why is so much advertising “cute”? Two reason. First of all, cute advertising is the type that wins awards, and ad agencies like to win awards in order to help them “pitch” new clients. Also advertisers like cute advertising because they think it gets remembered. Well, let me ask you a question? Can you give me the ~Contact.FirstName~s of the advertisers that spent over a million dollars each during the last Super Bowl in order to air their 30-second TV commercial? Bet you can’t ~Contact.FirstName~ more than one or two. Study after study has proven that the type of advertising that sells is still the emotional, direct response advertising and not the “cute” brand-building type.
#11: Sequence: Just because a prospect did not respond to your first offer does not mean they will never take you up on your offer. Sometimes they intended to respond but got distracted and forgot so they need to be reminded again. From all the mailings that I have done you can expect your response from your first offer to double (100%more) with your second and third mailings combined. You must follow up at least 3 times.
Leave out any one of these and you will most likely fail and NOT get the response you are looking for.
Good News- Just one small part of my program called ”New Mover Attraction” I GIVE you the letters to mail already written (avoiding all the mistakes above) and show you exactly how to mail them. If you can follow SIMPLE directions you CAN get a FLOOD of new high paying customers when YOU want them. Heck this is so simple even a third grader can do this.
My easy to follow 1 2 3 step, paint-by-numbers system will get you all the new high paying customers YOU want. It will also show you how
to explode all aspects of your business in a few short months.
If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.
To your success,
Bob Britton is an accomplished entrepreneur with 25 year’s experience starting, building and growing both brick-and-mortar companies as well as online businesses. He's personally built 3 companies from one man shows to the million dollar mark. Marketing Automation Group and the Automated Entrepreneur Method® are his latest brainchild. After working with hundreds of business owners in every walk of business, he realized there was a HUGE gap in the support and training that was available, and set out to fill that void with his no-nonsense, hype free approach to business growth.