Tag Archives for " automation "
Your mail will never get opened… Unless you do this
Hi Business Owner,
My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.
When most people get their mail they divide it into 3 piles:
Pile A: Personal mail.
Pile B: Bills.
Pile C: Everything else, AKA junk mail.
And you know what happens to junk mail… It goes in the trash without ever being opened.
If you want your letter to get opened, then you can’t send out the same stuff most businesses do. Instead of going for a “professional, polished” look, you have to make your letter look like it’s personal mail; like it is coming from their little old grandmother.
You do this by hand writing the address, using a stamp, (not metered,) and using colors. More people will open your letter if it looks personal than if it looks like something automated and from a business.
Think about yourself when you open your own mail; wouldn’t you be more likely to open something that looks like a note from a friend rather than just another flyer for a local business? If you send a letter and nobody opens it, then your marketing effort, (and TIME, and MONEY,) was totally wasted!
If you have any questions, need some immediate advice, or are interested in talking about other ways to make the most of your marketing budget, please give me a call at 585-633-7563.
To your success,
Bob Britton
Did You Know That Direct Mail Is The Cheapest Methods To Get Customers?
Did You Know That Direct Mail Is The Cheapest Methods To Get Customers?
Hi Business Owner,
My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.
Direct mail is one of the most powerful ways to market your business that there is.
This year there will be $32.4 billion spent on direct mail. Barely $11 billion will be spent on cable TV advertising for the top 6 TV networks. These statistics are according to a study directed by McCann-Erickson.
There wouldn’t be that much money spent on direct mail if it didn’t work.
So why do most small businesses, especially businesses, think of direct mail as a waste?
They don’t know how to use it. They’ve never had any instruction on how to use it.
They send a flier- as you know by now, 99.9% of fliers don’t cut it
they send it to a ‘bad’ list. The list, the people who you send your letter to, is just as important as the letter itself.
Many people overlook this.
One business owner had written a sales letter. It was pretty good, not great but pretty good.
She was getting zero response, not low, not one but zero. Zilch. Nada.
Who was she sending her letters to?
She didn’t know. She had bought a zip code zone.
Finally she went to look at the houses in the zip code she purchased.
Let us describe it for you:
Run-down. Tiny houses with broken down porches- at least one plank of wood was missing. Junk strewn across the front yard. In the driveway there was a car on cement blocks with half the engine removed. Both the husband and the wife were wearing stained t-shirts.
Are these the types of people most likely to buy your services?
Do they even own a computer? If they do, would they pay to get it cleaned?
These people are not good prospects for you.
The List is very important.
To recap, here is why most It business owners fail at direct mail:
No direct mail expertise.
Bad sales letter
Bad list.
How To Do Successful Direct Mail
Have an irresistible offer. The more enticing your offer the better you will sell.
Attention getting headline. Your headline is really an ad for your sales letters.
Create Interest. The first paragraph should emphasize the benefit to the reader, this gets your prospect interested enough to read the rest of the letter.
Create desire. Make your prospect really want what you’re offering.
Call to action. You must have an irresistible offer.
You must tell the prospect to respond and have a deadline. If you don’t tell the person to call today and don’t have an expiration date creating a “sense of urgency” you don’t have a direct response.
In our program there are lots of ready to use direct mail letters. Use them as-is or modify them. Learn from them and start writing your own!
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
Zombification
Good Morning Business Owner,
My name is Bob Britton, a fellow small business owner and president of Marketing Automation Group.
I’m going to teach you how to raise the DEAD. It’s called Zombification.
Why are you laughing?
Hey we ALL have dead customers. Not Dead Dead – I mean customers that don’t come into your store or call you for an appointment anymore. It happens. Sometimes their needs change; sometimes their financial circumstance change, and sometimes, we change.
BUT the end result is a customer who stops coming in and buying from you. Which is awful because we all know the effort it takes to get a customer in the first place?
Now I don’t want you to feel bad about NOT doing this stuff, but… Guess how many business owners have an active “Customer Reactivation” plan?
1 in 100… maybe…
I’m going to show you exactly what to say to a dead customer so you can zombify them. Remember, Zombies are the living dead – Zombification helps them find their wallets again. By-the-way, How’s this analogy working for you?
You might not even KNOW your customers are dead because you haven’t established a standard for dead-ness. So, first things first – we need to make a list of who’s dead and who’s not.
Answer this question – How often do your customers come into your store or call for service on their computer? Is it every 2, 4, 5, or 6 months.
The amount of time I use to determine if a customer is dead is 12 months.
Why?
Because I have customers who come in every 3, every 4, every 5, AND every 6 months. So if a customer doesn’t come in my business in 12 months they have missed at least 1 visit if they usually come in every 6 months.
So we have established a “DEAD” customer if they have NOT come into your store or you did not service their computer in say 12 months. Or you may just know they are dead, just making sure that you would consider them DEAD.
Now, to that list of dead customers, I want you to send them a letter that says the following. If you have their email address, send them and email.
I almost forgot – I hope you have the ~Contact.FirstName~s and addresses of all your customers. If you don’t you can’t do this. So PLEASE for your own sake START getting the ~Contact.FirstName~s, address and email addresses of all your customers when they come in or you go to them. Just have them fill out a form.
Dear Client Name,
I want to sincerely thank you for all times you have (come into our store) or (allowed us to service your computers) and for all the business we’ve done together in the past.
However, (this is important, because “However” sound grave), I recently noticed that we haven’t seen you in quite a while. I was hoping to find out why.
Perhaps we’ve done something wrong – and if we have, I’d like to know what that is. This way, maybe we can fix it for you, but certainly I can make sure it won’t happen again to anyone else.
(Now this is IMPORTANT)
Also, I wanted to make you aware of a (New product, service, or upgrade) that we’ve just rolled out.
Because you’re an important client, I wanted to extend to you a (some kind of reward, discount, something extra) on this (new product, service, or upgrade)
Committed to your success,
Jane Doe
ABC Business
123 Any Street
Any City, 12345
P.S. Please give me a call anytime at 123-4567 and I hope to see you soon.
NOTE-You MUST make them an offer. Make it as good you’re reasonably able to do.
Now, let me tell you why you probably won’t do this. You’re thinking that you’re going to make them upset. You’re thinking that if YOU got a letter like this that you’d turn on the paper shredder.
Question – there are business owners and there are clients – which are you? Do you think you are normal? Uh HELLO! You RUN A BUSINESS. That makes you ABNORMAL.
Remember, we’re not like most people. We’re different. NEVER assume that you are a model of your client, because you are not, and you never will be. So you CAN”T draw an analogy between your thoughts, behaviors, and choices and theirs.
Please GET this; Even IF they turn on the paper shredder – they were dead ALREADY, You’re not in danger of ruing a relationship with a dead client.
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
