EPISODE IN BRIEF
In today’s “Upper-Limits Online Mastermind Presentation” big connection strategies take centre stage so you can market timely content to your clients in the New Year!
Whether you need to implement different connection strategies or simply get yourself in front of the right type of client, our favorite business growth expert Chris Herbert dives deep into the Letterbox Formula.
If you thought direct mail was dead, stroll out to your letterbox and empty its contents. Moreover, watch yourself subconsciously flick through the handful!
We all do it – and that connection rate is gold for smart businesses.
This is another brilliant and eye-opening Mastermind Presentation… Enjoy!
Time Code/Show Notes
0.26 Chris welcomes you to another special online Mastermind webinar with a marketing focus. Take notes, ask questions and be present. Are you ready?
2.00 Learn the evolution story of a box of Up-Coach magazines and the Letterbox Formula. An original model created by Chris based on two years of extraordinary strategic success.
9.30 In a nutshell? Chris’ commitment to this direct mail-out has grown their list by 25% with every quarterly addition. Facebook ads are now part of the equation and the new conversations generated numbers in the 400’s. From this, 43 new appointments were created and seven conversions!
13.20 How effective is direct mail really? The open rate is up to 90% as opposed to email open rates of 20-30%! US studies show female Boomers and Millennials love to receive direct mail – but there is a catch; it cannot be generic content, it must be specific.
18.00 Did you know that response rates are five to nine times higher than any other marketing channel? Here’s another stat – 64% of people hit up the website as a result of what they found in their letterbox!
21.50 How can direct mail work for your business?
22.20 Chris outlines the unique long term strategy;
Create valuable, tangible material. For example, a postcard with a QR code? Think of UNIQUE mail.
Real Estate Agents and local counsellors do this well.
Brainstorm attention grabbing gimmicks – desk calendars, magnets et al.
31.52 Send your DM to a targeted list of prospective clients and do it on repeat! After that, send extra mail to a targeted suburb. Consistency is EVERYTHING to lift your profile and create a conversation.
36.15 Provide a subtle call to action! Don’t be `selly’ but give them as much information as possible.
37.50 Start conversations to build a relationship. Why? Because everything is built on trust.
38.30: Consider these elements to make your DM work;
What’s in it for the client?
Serve first – sell second. (How do you make their lives easier so they reach out to you?) Keep it personal! (Chris shares his client’s successes – make it relatable. Humour is also fun)
Consistency is critical – it won’t work unless you repeat it over and over.
40.50 Jeff Bezos declares go “step by step, ferociously” which could have been written about direct mail marketing! It’s highly effective and responsive but it IS a long-term game.
Valuable Q&A and feedback;
One panelist is surprised that mailouts are so popular in this digital age.
Another asks if email and direct mail should be used side by side in their marketing arsenal…
A panelist (Tony) relates the story of a client who won a coaching competition via DM.
EPISODE SUMMARY
Coaching Conversations Mastermind Presentations open up terrific dialogue on all things marketing.
Were you surprised that Direct Mail is making an enormous comeback?
PUT SOMETHING IN THEIR HAND! And create conversations by allowing clients to touch, feel and read. People make time for physical publications; boil up the kettle, peruse over a cuppa!
It’s all about creating connections. But remember…. it is a long-term game.
Consistency and repetition will make future customers look forward to your direct mail landing in their letterbox.
The formula is simple. What’s in it for them? Serve first – sell second, keep it personal and consistency is critical. That is the beauty of the Letterbox Formula!