The best way to mail your sales letters is as follows:
Send them 7-10 days apart and follow up on the phone (to businesses) after the million dollar bill letters is sent, or whatever grabber you choose as your final letter.
You will make a bigger impact if you send the final grabber letter by priority mail or fed ex.
The way I mail sales letters
- If I were just starting out I would send just 20-100 letters per week. I would send a series of three letters, and then follow up. I would send the letters 7-10 days apart and send the last one priority mail, fed ex, or dhl. Your costs will be high but if you do a good job on your letters and follow up, one new client could pay for it all and more.
- Test small at first. Maybe do 10-20 if you use the more expensive approach. Test calling or showing up in person. Getting a hold of local business owners is a challenge. I know because we own to spa’s. We get calls, emails, and letters every single day. And it’s annoying.
A Better Idea?
Another idea is to mix up your sequence and include email in it which is easy and free.
I have a program we are marketing to local business owners. We walked door to door (my wife did), and also did cold emails. We did get a decent response to the email! But it took weeks in some cases to actually connect with some business owners, so you have to be persistent with your marketing and follow up. One sequence will not do the trick.
The way I will do it next time is follow up with a personalized video with you on it using the business owners name as you speak about the benefits of your program. A guy did this to get me interested in his program right at the time I was wondering about whether it was a good lead generation technique. But of course you have to take into consideration your margins and time. So if you are going to net quite a bit from one client then it is probably something to explore.
So here is how I will send my letters and emails:
- Send Letter 1
- Send Letter 2 (7 – 10 days later)
- Email – Video 1 (7 – 10 days later)
- Phone call or walk in as described in my letter to the prospect.
If they do not convert or I can’t get a hold of them I will…
- Send Letter 3 with promotional item (pen, magnet, something unique).
- Send a postcard 2 weeks later.
- Send an Email – Custom Video 2
If they do not convert I will mail a monthly newsletter that has success stories, tips, and ideas.
If you are on a budget and cannot afford direct mail then send a custom video sequence. Send two or three videos and then follow up on the phone or walk into the business.
The best way to get a business owners INTERESTED is too keep your unique sales proposition simple and easy to understand.
For example, ask yourself the following questions: What is it? and How Will It Benefit Me now? How Much Is It? Is It Proven?
How To Mail Your Sales Letters (Just Direct Mail) In 4 Simple Steps:
The following steps should be followed to the “T”. Don’t change anything or make assumptions you are not sure about.
- Write two letters prior to sending the letter on the next page. The first letter should be an introduction letter. The second letter should be a harder hitting sales letter that is close to the language in the last letter (on the following page). OK, you don’t have to write two letters, but if you want maximum results it’s highly recommended.
- Use a high grade of paper (watermark is great).
- Send your letters in a regular white envelope.
- Don’t put your business name or logo on the return address; use your name and address, or just your address.
- Don’t use address labels. Hand address your envelopes or use laser printed addresses directly onto the envelope.
- Use a first class postage stamp.
Follow up with a call and reference the million dollar bill first (or use some other type of “grabber” like coins, foreign currency, a magnifying glass, a dollar bill, etc.). Then reference your service, then set tons of appointments or make gobs of sales!
Note: If you are using a ‘money-saving approach’ where your unique sales proposition is that you will save your prospect X%, do not expect a big response. This is basically product marketing – like selling life insurance or car insurance…
Product marketing is very difficult because you are perceived as marketing a commodity, which in turn lowers response and may create lower quality leads. Also, I can’t guarantee this will work for you because frankly, I don’t know how enthusiastic you are about your career, how hard you work, and if you follow directions well.
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