After weeks and weeks of work, I finally mailed out the direct mail piece promoting our upcoming mastermind last Friday.
A lot of thought went into this direct mail package…
So I’m gonna break down what I did…
And the decisions I made along the way, so you can see my thought process.
So let’s start with most important part…
And that’s who I sent the package to…
1. First I made sure to remove everyone who’s already in our mastermind from the mailing list.
This is only going to NEW prospects so no need for current mastermind members to get the direct mail.
One thing that’s tough about this is that a LOT of people on my list have multiple email addresses.
So they may have signed up for my list under one email address, and then I have them in our mastermind under another one.
So a few may have slipped through the cracks, but overall the goal is to not send the direct mail out to people already in the group.
2. I also weeded out most of the international people for this mailing (except Canada).
Usually I would include international names, but with the event coming up Feb 26-28th, that meant the mail would reach a lot of them 10-14 days before the event.
Simply not enough time, so I didn’t think it was worth it.
3. One question I actually get asked a lot when I do direct mail is “why do I do it?”.
And the answer is simple.
Direct mail works.
Someone on my list might not be paying a lot of attention to my emails.
Or maybe they filter them into a folder.
Direct mail cuts through that.
And I also believe there’s a “seriousness” factor about direct mail.
When people get something in the mail, it stands out. It’s a bigger deal than getting an email about it.
4. Cost-wise direct mail is expensive.
I think we spent close to $15,000 to mail about 1000 people on my list.
So roughly $15 per person.
But it’s worth it because a ticket to our event is $2950.
And then if people attending end up joining our mastermind as well, even better.
One thing to remember with costs is that it’s not the cost that matters, its the ROI.
The cost of the mailing could be $200,000.
But if it produces $800,000 in revenue, then I’m gonna take that deal all day.
5. For the contents of the direct mail package, I went with a tried-and-true format…
– sales letter
– grabber (to get your attention)
– lift note
– testimonial sheet
– a list of who else is coming to the event
– how to apply for a seat
If you get a package in the mail from me, you’ll be able to see all of this.
But a few points I want to make…
– A LOT of thought went into the grabber.
I went through 5 or 6 different ideas for this.
And eventually settled on one that was not only simple, but really stands out (I won’t spoil it here, you’ll have to open the package to see it).
Also…
– I’m very big on PROOF. So I added more proof with some insert sheets in the mailing.
One is a 4-page testimonial sheet from people who attended our last mastermind and had glowing reviews.
And then I also added a sheet showing some of the “big name” people coming to this event.
One thing to note…
All of that info is already in the sales letter…
However, I made inserts with that info as well, just to make sure people didn’t miss it.
Like I said I’m a big fan of PROOF.
More proof = more sales.
So that’s why I added that.
Anyways…
That about sums it up.
If I have your mailing address and you live in the US/Canada (and youre not already in the Copy Accelerator mastermind) then you’ll probably be receiving this package from me soon.
Even if you have no interest in coming to the mastermind, I’d still recommend going through the direct mail piece.
Cause it’s a great example of direct mail done right.
So be on the lookout for that.
That’s all I got for ya today.
Enjoy your Monday…
– Justin
P.S. – if you’re not getting a direct mail piece from me, and you still want to know more about the mastermind next month…
Then all the info is here.
Tickets are selling quickly.
I think we have about 40ish left at this point.
So if you’re sitting on the fence…
Or thinking you’re gonna buy one later…
I’d recommend doing it now, before they’re all gone.
Here’s the link again…
-> Private mastermind in Las Vegas (Feb 26-28)
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