New Service Announcement Letter System!

If you want to launch a new service or product with a letter system there is no better way to learn than from a real world small business that actually did it.

In this guide you will get a detailed close up look at a launch we did for a new airbrush tanning service in our salon. In addition you’ll get a second announcement letter example that you can model for the insurance industry.

If you are thinking, ‘These are not my industries’, you are missing the boat. Any letter or system can be modeled in another industry and work just as well or even better.

As a matter of fact I modeled the letter and postcard in this example from a small business that sells designer suits to men.

Below is a sales letter we used to announce our new Mystic Tan booth (we followed up with a postcard which is included after the sales letter). This was a very successful promotion because it drove new and old customers back to the salon, putting several thousand dollars in our pocket in the front end and generating a constant flow of repeat business and referrals for years.

The key to the success of this new service announcement was to follow up with a postcard and a phone call (use a third postcard or letter if you don’t want to use the phone).

Follow up is very important when you are doing a promotion because often times people forget about you within minutes and they need to be reminded of your new product or service.

This works exceptionally well when you have an expiration date (this is essential on almost all promotions).

By the way, we also had our staff politely follow up on the phone.

You can model this for any service you have in your salon or small business. You can even do this if you have had a service or product that is not getting very much attention as you were expecting. Especially if it is buried in the back of your business.

New Service Announcement Letter  Marketing Campaign!

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Real Estate Farming Letters!

A sequence of three real estate farming letters is an old school way to target your neighborhood and introduce yourself as the go to agent for your neighborhood.

My recommendation is to include a promotional item with your contact information on it. Make sure that this gift item is something that your neighbors can use over time so that your name is still in front of your neighbors weeks after they put your letter in the recycling bin.

Neighborhood Real Estate Farming Letter Sequence Sample #1:

Continue reading Real Estate Farming Letters!

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Retail Spring Into Savings Postcard!

This is a sample retail Spring Into Savings postcard marketing that we used for at least two years.

A seasonal promotion like this Spring or Easter postcard marketing strategy works hand in hand with a seasonal email marketing sequence and text message marketing.

Front Of Spring Into Savings Postcard.

Back Of Spring/Easter Postcard. Continue reading Retail Spring Into Savings Postcard!

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Expired Listings Letter!

Your real estate agency has several different niches that they want you to target for lead generation.

One technique that is taught is to mail an expired listings letter or postcard to owners of homes that have not sold.

Expired Listings Letter Example #1.

Continue reading Expired Listings Letter!

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Mortgage Broker Letter To Realtors!

The following mortgage broker letter to realtors is a good model to work with if you want to target real estate agents in your area.

As you know, one of the fastest ways to build your book of business is to get realtors to refer their clients to you.

Realtors are an eclectic bunch so you need to target the ones are who doing the most business. This will really refine your list. Read the marketing tips below for more strategies to help you grow your business.

Sample Mortgage Broker Introductory Letter To A Realtor.

Continue reading Mortgage Broker Letter To Realtors!

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Print Newsletter Marketing Tips!

I am a big believer in using print and email newsletters to grow your business. I have used them myself in two different and competitive industries. Each time they worked better than my expectations.

I am particularly partial to print newsletters because businesses are not using them, they make a bigger impact on your clients and customers, and the results we achieved using them in our businesses prove it.

Side Bar: If you want samples and tips of email marketing and/or email newsletters please read my other articles on this subject by using the search feature or linked from this article. Continue reading Print Newsletter Marketing Tips!

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Computer Repair Sales Letter!

A few years ago I did a search for a computer repair business in my area because my computer crashed. I didn’t want to go through Best Buy’s Computer Geek Squad because I don’t like their customer service, so I thought I’d give a local business a try.

I did find one and they fixed my problem. I needed them a gain a few years later and they were out of business.

I thought it was a shame because I know there are many ways a small computer repair company can compete with the big companies like Geek Squad. Sadly I find that small business owners and employees don’t understand the concept of marketing and lead generation.

Many of them believe that if they work hard and do a good job the business will snowball over time and they will thrive. But that is not the case.

You can’t wait for people to come to you. You have to get your marketing message in front of the right people who need your help now or potentially in the future. Continue reading Computer Repair Sales Letter!

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Salon Thank You Letter Examples!

Below are two of several salon thank you letters we used in our salon and spa which we owned for 10 years.

We sent thank you letters within 24 hours of a client buying a service from us, and we sent a specific letter associated with the service that was purchased. For example if a new client bought a body wrap package we had a thank you letter just for that service, or if they bought a Mystic Tan sunless tanning package we had a Mystic tan thank you letter, etc. etc.

Each thank you letter has a purpose:

1. To show how appreciative we are for the clients business.
2. To build a stronger relationship (every contact is important).
3. To upsell.

Formatting: Keep in mind that we had the letters formatted with a picture to the left of the headline and under each picture there was a caption. We also separated sentences, used bolding when appropriate to keep ‘skimmers’ interested and often used sub-headlines as well (see the example at the very bottom of this page).

Here Is Our Tanning Package Thank You Letter! Continue reading Salon Thank You Letter Examples!

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Referral Marketing Techinque!

Lets say you are trying to get referrals from another professional who sells related products and services in your market. For example, insurance agents and financial planners would love to get referrals from CPA’s and attorneys.

Or, Telecommunications equipment providers would love to get referrals from computer consultants, telecommunications consultants, or computer system providers (Mainframe computers, IT etc.).

Whatever the industry, there are other professionals who have the ability to send you referrals. Continue reading Referral Marketing Techinque!

How To Mail Your Sales Letters!

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.

Getting Interest

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?

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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.