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5 Direct Mail Tips to get the Envelope Opened
If the truth were told literally millions of dollars a years is being thrown down the drain on direct mail campaigns that fall flat on their face all because the envelope containing the offer is not getting opened.
Think of it - you can work...
Direct Mail and The Real Estate Agent
For many agents, the most utilized forms of advertising and lead generation are former client contact, which may or may not lead to referrals for new business, and the old standby, the local real estate magazine. All are great ways to generate...
For Direct Mail Lead Generation Success, Clone Your Best Customers.
I don't relish being proven wrong. But a while back I sat down
to discover who my best clients were. I wanted to increase my
revenues. I figured that the best way to do that was to discover
who my best clients were and to then go after more firms...
Manufacturers Shift Marketing Budget Away from Direct Mail in 2006
In early Q3, TR Cutler, Inc. conducted the largest North American manufacturer survey about anticipated marketing budgets in 2006. Statistically significant findings indicated that nearly two-thirds (64%) of the manufacturers surveyed anticipate a...
Real Estate Marketing -- How To Measure Your Direct Mail Success
Eugene Schwartz, author of Breakthrough Advertising, said it best: "There are no answers in direct mail except test answers. You don’t know whether something will work until you test it. And you cannot predict test results based on past...
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Your Direct Mail Sales Letters Must Differentiate You
For two winters I heated my house with an old fashioned woodstove. I learned the art of reviving a bed of dying coals each chilly winter morning, adjusting the kindling, firewood and dampers just right so that the stove would heat my turn-of-the- century farmhouse for the longest period possible.
I had the choice of four vendors to buy my hardwood from. All were local, all sold at the same price, and all had the same quality of hardwood.
But only one supplier, a character called Joe Meiser, advertised same-day delivery at no extra charge. Joe got my business.
Joe got my business because he differentiated himself from his competitors in a way that appealed to me. You need to do the same to remain competitive.
You need to decide what makes you different from your competitors, and you need to promote that uniqueness in your sales letters. Just make sure your differentiator is compelling and actually differentiates you.
"Quality Service" is not a differentiator. It's a given. So is on-time delivery and the ability to meet budgets.
Instead, differentiate your firm based on your competence in your industry or market
category. Or be first at something. Or invent something. Just make sure that your differentiator is relevant and attractive to your prospects.
Joe Meiser also had a great guarantee. If you know anything about heating your home with a woodstove, you know that Joe sold and delivered his wood by the bush cord. One bush cord measures 4ft wide x 4ft high x 8ft long. He dumped it in a big pile on my front lawn, and I then had to stack it in neat rows around my property, by hand. Here was Joe's guarantee, always delivered with a straight face but a twinkle in his blue eyes:
"I dump your eight bush cords in your yard with my truck," he'd say. "You try da wood. If you don't like it, you bring it back and I give you new stuff."
About the Author
Alan Sharpe is a business-to-business direct mail copywriter. Sign up for free weekly tips like this at www.sharpecopy.com.
© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).
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