Think Direct Mail Marketing is Outdated? (Part 3)
Some people ask me if having three pieces of mail to send for the direct mail campaign is worth it. They wish they could skimp on sending two pieces of mail or one piece of mail instead of three. My reaction is the same: NO. In the world we live in today, do you really think people will start flying through your doors because you dropped in one mailer into their mailbox?
On the top of your head, how many times have you been a devoted customer by opening up mail and saying, “Yes, this is exactly what I need!” Maybe for Walmart and Target, yes, however, for emergency tree removal? Of course not; the last thing any family will do when a tree is on their house is go to the mailbox and see if there is a tree removal company that is sending mailers.
The mailers are there so that you have top-of-mind awareness when problems do occur for businesses and families.
On top of that, one mailer is not going to work; you are going to need to constantly bang your image in front of them over and over again, so they are familiar with you. The world is moving very rapidly, and there is so much content and attention running all over the place, so that even if you are doing a great at your content for your mail, you realize that a quick change of attention, which can happen in today’s world may make your impression less impactful than it otherwise would have been. This is why reminders are so, so important; this is similar to hearing someone say their name over and over and over again until you get to the point where you just know what it is and have no problems at all remembering it. I suspect that none of you forgot who your best friend’s name is, even though you may not have spoken with each other since high school
Here is another tactic that I will share with you about attracting premium quality clients for your dental campaign: it is called the champion technique.
What is the champion technique?
It is when you have somebody who is very influential in your community to recommend or endorse your product. It is similar to having a celebrity or major public figure say that a certain hair product is good or that this toothpaste is amazing or that you should only buy your items from this specific vendor. When you apply the techniques of the major players in the nation to your local market, you are able to get a guaranteed results. Therefore, be sure to apply that to your marketing, so that you’re able to do it. For example, imagine there is a well-known local figure such as a fireman who recently saved some children from a burning building. This person is a hero in the community, and if you are able to negotiate with him or her, you may be able to offer up your quality services to this supreme hero. If they’re able to work with your product, then you are able to draft an email saying that they recommend your product.
When you send these mailers out to the community, they will be able to identify with the champion who address is the letter to them and they’ll be more likely to fall through because it has local relevance to them. Especially if they really respect this person, they will follow the endorsements, and this could even be enhanced by saying that you will offer of a free bonus such as giving an appraisal of their trees or have your arborist come and give a risk assessment of their tree falling on their property. When you do this and realize that it only takes one extremely great impression order to make a lifetime customer and have the referrals of that customer, then that one little mailer could generate one client that I could end up paying you for two or 33 jobs down the line because of their own tree falling and having recommendations of other people who may have their tree fall. Therefore, it may be worth your time to invest into having a mail campaign that has a champion endorsing it, making it much more likely that you’re going to convert, which makes it much more likely that you were going to build your business up with solid customers.
Confused still on how to apply this to your business? If so, then just fill out a contact form or call. SK Marketing will take care of you.