“Funny how the new things are the old things.” ~ Rudyard Kipling

The average businessperson sent and received 122 emails per day in 2016, and that total climbed to more than 150 by 2018. That doesn’t include the billions of spam emails sent daily.  And while email is still an extremely effective marketing tool, more and more people hitting the deleting button them without ever opening them.

It’s no surprise that printed direct mail is now making a big comeback. It’s an easier way to stand out from all the electronic clutter, plus it doesn’t spark the growing level of concern over electronic privacy and security that digital approaches do.

So you give strong consideration to adding direct mail to your marketing toolkit.  If you do, though, understand that, like any pother form of marketig that is worth its salt, direct mail takes some strategic planning to execute it well. 

So before taking the direct mail plunge, follow these success guidelines:

Letters. Old fashioned “snail mail” letters are seeing a renaissance, with millions more being sent annually.  Obviously, the most important factor in the use of sales letters is that they be well written and compelling. It is important that the letter focus on one main idea and have a clear call to action. Techniques like teaser graphics and fancy colors on the envelope aren’t really that effective anymore, because they scream “slick sales trick”.

Postcards. Postcards are best targeted at prospects as an inexpensive way get initial interest in your company or to promote a really strong offer. They are also great as a reminder for annual service or an upcoming appointment. Your postcard should include a bold headline with a colorful graphic so the prospect immediately knows what the card is about. In the text, which should be as short as possible, include the pain the company solves for the prospect and the call to action or offer.

Flyers. It is critical to use high-grade paper. Before printing, get a sample from your printing expert to test if it will stand out when received in the mail. The flyer should be inside an envelope so it does not get destroyed in the mailing process. If you are not a great writer, it is worth a few bucks to get a professional copywriter to help with any promotional piece that is larger than a postcard.

Brochures. I generally steer clients away from brochures. They can be expensive to produce, and the payoff is seldom worth the expense.  For some businesses, however, especially those that offer products or services that are more technical and complex in nature, they can still be effective tools – as long as they are designed and deployed correctly.

Whatever your specific direct mail technique ends up being, it’s crucial that it be part of a holistic, integrated, well-planned strategy. 

That’s crucial if your marketing is to truly … wait for it … deliver.

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How to Fill Seats at Your Next Business Event

by Eddie Reeves on March 26, 2019

by Eddie Reeves

For most businesses – especially professional service providers – hosting live events is a great marketing tactic. Live events showcase your expertise, build stronger relationships with your customers and prospects and set you apart from your competitors at the same time.

But while the positives of hosting a workshop or seminar are clear, there is one great pitfall: It is a real challenge to fill the seats!

Here are a few tried and true tips to make sure you get good attendance at your next event:

  • Call prospects. Yes call them! While this often sounds a bit daunting, it remains one of the best ways to generate attendance. Call your prospects and say, “Since you and I have been discussing working together, I thought this seminar would be an easy way for you to get some great immediate value plus getting a feel for what it’s like to work with me.”
  • Call existing customers. Don’t stop at prospects; make sure you call existing clients about your event, too. They might want to supplement the work they are already doing with you. Assuming they are happy with your service (if they aren’t why are you calling them?), they will likely be happy to invite others on your behalf.
  • Distribute a flier. Prepare a flier with a bold headline that directly addresses the big problem you are offering to solve. Include the date, time, place, cost and how to register, and also provide your phone number, email address and website.
  • Work your network. Attend as many events as possible several weeks prior to your workshop to reach lots of potential attendees. Instead of just handing out your business card, give people a flier. You can say, “Yes, I have a card, but let me give also you this invitation to my upcoming workshop.”
  • Offer early registration Incentives. Early-bird discounts are standard fare for business events for good reason: they work. Giving away books, memberships or other value-adds are popular registration incentives. One that we have had good luck with is a complementary hour of consulting for the first few to sign up. Of course, discounts are always great for paid events.
  • Offer a free tele-class. Another way to attract clients for your workshop is to offer a free tele-class to sample what you will be covering. Set up a 30-minute conference call in which you give people a taste of the wonderful information they’ll get at your event. Offer real value, but not too much. At the end of the call, say, “You may not want to do this on your own. If that’s the case, come to this workshop so I can help.”
  • Look for event hosting partners. Strike alliances with businesses that provide different services to the same target market. Jointly marketing your event gives them a way of offering value to their circle of clients and prospects at no cost to them. Offer an incentive for every person who registers as a result of your partner’s help.

Put these tips to work for your next event and happily watch those seats fill up!

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How to ‘Get Lucky’ in Your Business

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Ten Keys to Effective Crisis Management

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Why Publishing on LinkedIn is a Great Idea

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Why 2017 is the Year of Influencer Marketing

January 2, 2017

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How Your Businesses Is Probably Wasting Loads of Marketing Money

August 4, 2016

Small businesses don’t often have unlimited budgets, and this means it’s essential that any expense is a smart one. This is especially important when it comes to marketing. Certain marketing mistakes can waste money along with ensuring no one sees your local business’s message. Fortunately, these money pits are easily avoidable. Using Non-Measurable Marketing Any […]

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