Direct Mail Response Secrets. Let's talk about one more strategy for direct mail. Dirty up your master copy with handwritten notes before printing. Now you see an example there, actually a couple. I do this in my postcard, I do this in my sales letters but here is an idea. If you have a letter that's not producing, go through that letter, scratch it up, mark it up, before printing. You write on it. You draw things on it and you print it like that.
Is it professional? No. Does it work? Yes. It's personal. I will put -- where the bullets are, I will put arrows that -- read this, in handwriting. It works like a charm. So again, if you are coming to me to do your marketing and people say, well, this is not pretty. I don't want you, do you want it to be profitable, I mean what do you want, right. This works.
So, if you have any kind of piece of marketing, that's not producing what you want. Take that piece, scratch it up, mark it up, send it out again and see what happens. It will increase response. It might cost a little more. Well, it shouldn't cost more because you do it before printing. But that's a great way. There is an example, I do this on the postcards. I was marking as I am creating postcard. I do some handwritten, and pretty much right now, I do it all the time. So it's a great way.
Now how many of you would like to know. We did a campaign that result in the $79,000 from people who already said, no. Would you like to know what we did? Okay, we figured out that the reason they didn't buy -- we knew this group of people had money. We knew this group of people was interested in speaking. What we figured out is they didn't believe us. So we decided to overcome disbelief.
We created a testimonial flyer and in fact, we had a whole campaign just based on delivering proof on testimonials, but let's talk about testimonial flyers. Give as much personal information as you can. None of these, John B from Ohio. You want to say, this is Suzi Jones from Atlanta, Georgia. She is a mother of five. She is a homemaker and whatever else you can make this person to be personal. You want to get written permission to use the testimonial. You want to include pictures when available and show proof that what they are saying is true. If you have all those four items, you will have a successful testimonial.
Here is an example. This was somebody who came to my seminar and he said, Wow! Marketing has exploded before my eyes. I used to look at marketing as an add in the paper or simple website. Katerina has shown me the big picture of using multi-step marketing and merging numerous methods. Direct mail, web pages, newspapers to yellow pages, radio, TV, business cards. The list has only emitted by my imagination. Her expertise and in-depth knowledge has opened the new avenues for my company to success. Her name, where she is from, she is real estate investor. Personal testimonial. You see who the lady is. This is the kind of testimonials that people will believe.
The ones that they don't is that little testimonial that no name, not where they are from or who they are and it says, Tammy is great. I would buy from her again. That doesn't do any good for you, okay. So do these kind of testimonials and now we never send out any packages as I showed you before. We don't send out anything without some kind of testimonial brochure. Right now I am creating a bigger. I want to unfold twice, so it's about this big, colored brochure with lots and lots of testimonials. So be creative on your testimonials. Get them, ask for them and use them in everything you do.
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