There's one direct mail, marketing
principal, that trumps crappy headlines, and poor ad copy, and just plain, old,
bad real estate marketing...
Before I tell you what it is, let me first say, that after I 'got' my mind
around this principal, I stopped beating myself up over 'bad ad copy.'
Even better, my response rates climbed, and more importantly, so did my
conversion rates.
So what is this principal?
It's the principal of
"consistency."
OK, before you tune out to that overly familiar, and
boring-sounding term...stick with me for a few seconds...
I'm not talking about mailing out every three months kind of consistency...
But every last Friday of the month kind of consistency...
OK, why Friday, exactly, you be askin'?
Because the peoples be payin' more attention to the mailz they be gettin'
on Mondayz.
Just acceptz it.
I can't even remember who I learned that from, so
ignore it at your peril.
-------------------------------------------------
The very
most important part of this
principal, is that it naturally
focuses
emerging prospects on our
solution.
-------------------------------------------------
For instance, the month we skip a mailing, is the month that the competition
'doesn't skip' and snags our ripe, falling fruit, because the prospect only saw
our competition's message that month. People forget us that
fast...
Recently, I was on a call with a fellow investor who was sending
every 90 days with fairly mediocre results, according to him.
He wasn't a
newbie, and had about 25 deals under his belt.
OK, not a world-blowing
stat, but twenty five deals times $10K a deal is um, $250,000
...pre-tax.
The point is that he needed better results. We talked about
his ad pieces. He had great copy.
His problem was two-fold.
First the amateur competition was coming out of the woodwork around
him.
All the fresh seminar graduates were swamping his farm with
'yellow letters' and "Mary letters" and your average junk mail.
Well, of
course this amount of competition drove the prospects to THEM, not him, and his
response and conversion rates tumbled.
The second problem was, obviously,
he wasn't sending often enough.
His cards would come now and then, but
the competition was stealing his deals out from under him, only because they
were in the prospect's face, month-by-month, by comparison.
As those
prospects emerged, they were being caught up in the competition's more
'consistently-cast' net!
Since our ads are all about getting attention,
he wasn't getting enough with 90-day mailings.
Which brings me to say
that the best way to get attention, is to keep our message in front of our
prospects eyes, more often than our competitor.
This does two things:
1) Makes us familiar
2) Makes us the first choice to call.
Which brings me to the main point.
Mailing (exposing the message)
consistently, separates the sheep from the goats in this business.
For
example, again, if we only mail like four times a year, the prospects will
forget who we are in the meantime, and will call the guy that sent mail for the
last, five, straight months, first!
Now what?
Well, now we're
'also rans' in regards to those deals.
Well, those folks go home
empty-handed, or worse, get a pat on the back, for "participating."
Yeah, well those pats are reserved for marketing
cripples.
Forget that!!!!!!
Bottom line is that consistent, timely
advertising, trumps bad ad copy, and the competitors that try to market on the
cheap.
By refusing to send enough mail, they get a ride home, with a
warm pat, on the "also ran's" short bus.
Hey, let's encourage them!!
Let's spread the word that 'one-off' mailers are the crème de la crème of
advertising shizzle!
We want to keep that 'short bus'
full...!
Meanwhile, if you think that mailing out once a month is hard
work, since you've got to 'think up' ad copy, you will love my training, because
I already give you time-tested, profit-generating, ad copy, that turns out more
like a "mail and make money" kind of deal.
Your Sub2 Coach, Jay.