How to Use Direct Mail to Add At Least 25% More Profit In Your Pocket In The Next 12 Months Or Less
Startling fact – American Demographics – shoppers with an emotional tie to a store (works the same in non-retail as well) visit the store 24% more and spend 46% more per month that those with no emotional tie.
A survey by ADMA suggests that 74 per cent of people are happy to receive information from companies. When receiving a piece of direct advertising, 46 per cent of people acted on a personally addressed piece of mail, 26 per cent on an email and 24 per cent on non-personalized mail.
I want to share with you today 3 simple ways you can use direct mail to boost your bottom line.
But first I need to tell you the 2 dangers of direct mail first:
1. Your ego will probably get in your way. I hear it all the time – direct mail doesn’t work, nobody reads that stuff, I never order from the mail. Bull It does work and it is working now better than it has in many years (internet, unique, less of it). The fact is 85% of you have bought something through catalogues, envelope stuffs, valpak, etc…
2. It is not as simple as throwing stuff together and mailing it out. There is an art and a science behind it .The top direct mail consultants charge 50K plus 5% of your sales! Why? Because the right message to the right market with the right offer can make you rich.
I will share with you some secrets to add $ to your pocket. You can take those ideas and go it alone (highly recommended you invest in books at a minimum) or you can find a mentor who can walk you through it and make the process much easier.
Now, technique # 1 is to increase the # of promotions per year by 30%.If you aren’t mailing now -promise yourself to mail at least 4 times this year. 85% of your clients want to hear more from you. Do holiday promos, create a new bundle, give existing clients a unique offer not available to the public, find complementary products and endorse them to your clients.
• Don’t be the company in business for 20 years that has never contacted their past clients.
• Start mailing your clients and you will see a significant boost to your bottom line.
• Learn how to word your promotions right- either learn on your own through books and courses or find a mentor to take you by the hand.
#2 Increase the response rate to your promotions by at least 30%.This can be measured in total dollar volume per promo or response rate by piece mailed. One of the easiest things you can do is increase your response rate. One of the hardest things you can do is increase your response rate
There are 3 different ways you can increase your response rate.
1. Improve the message your client’s see
2. Try new media to communicate your message
3. Test more tightly defined markets- submarkets- interest etc…
Improving your message starts with the headline. It will make or break your message. Poor headline – no one reads. Perfect headline- everyone you want reads. How To Win Friends and Influence People is a perfect headline gets the benefits out right away.
Try different headlines, put them in quotes, use a testimonial as a headline.
The way to a powerful, profitable headline is to make the right people (your perfect customers) stop dead in their tracks and read your headline because it hits deep in their fears, their dreams, their deepest desires.
If you email me @ email@example.com I will send you the top 100 money marketing headlines in history. Use them as a guide to create your own (do not copy word for word though).
Your headline is 95% of the success. If it isn’t good they won’t read any of your marketing. If they don’t read they will never buy. Your headline is your greatest sales person- the ad for the ad. Once you have a strong headline, the rest of your ad/marketing piece must flow like a letter to a friend. Read it out loud- does it sound personal? Would you talk that way? Make it so. Short sentences, short paragraphs written to a grade 7 level.
Always have a call to action – Ask them to order, call, fax, or download. If you don’t ask they don’t do.
Once you message is right you need to start testing different media.
First you need to go back to your perfect client definition-What do they read? Watch? Listen to? The right message can flop if you’re not reaching the right market through the wrong media, newspapers, trade magazines, books, newsletters, handouts, special interest publications. When you know what they read and you have the right message you will see amazing results.
#3 The last thing you must look at in increasing your response is your market. Does your ideal client and target market have special interests, hobbies or passions? You can create even more focused messages when you know this – the more define the more successful you will be.
For example: In Calgary where I live there are 4000 realtors 1 for every 250 people – 90% of them make no money. Why? They have nothing unique about them – anyone/everyone buying and selling a house is their target.
Out of 4000 realtors there is 1 person who calls herself
The Pet Lovers Realtor Ads everywhere and highly focused undoubtedly very successful with that market Funny thing is when you make your target market smaller your income goes up.
The last way to use direct mail to boost your bottom line is to get them to spend 30% more with you when they buy.
When you have the messages the media and the market all ready matched – they will buy and it is not that much more difficult to get them to buy more. How? Advanced versions- more benefits-more things bundled in. Add books, CD’s , DVD’s, extra services, discounts on future purchases, platinum memberships, courses, seminars, consultations,… -Get creative here.
It doesn’t take much and a small bump to these 3 areas can add significant $ to you bottom line.
I lied though … initially I had promised a 25% boost to your bottom line
When you do all 3 of these things
1. 30% more promotions
2. Increase response by 30%
3. Buy 30% more $ volume
You get 120% more profits at your year end $100 profit before = $220 after (add your own zeros to suit your business) Even 10% increment improvement to each brings you a 33% boost to your income – $100 = $133
The key is to start work on one change or addition at a time and you will see the results you want in no time. http://blog.smallbusinesscopywriter.com