Yesterday’s email about my direct mail campaign got a LOT of responses, so I’m gonna break down that campaign even further for you today.
Let’s start with the sales letter…
1. So the sales letter we mailed out was simply the same sales letter that we have online here.
One issue with converting an online sales letter to print is that the formatting is all wonky.
So I paid a buddy of mine like $500 to format it properly.
This meant making sure all the headlines broke at the right spot…
All the images aligned with the correct copy…
It was a good amount of work to fix all that, but he handled it and made it look great.
2. A number of people asked me about the “inserts” in the direct mail piece.
My thoughts behind those are simple…
They’re just more PROOF to get people to actually open the letter and read it.
If you read the “who’s coming to the event” insert I put in the direct mail piece, you’d see that people like Allen Baler, Agora Financial, Mike Geary, Natural Health Sherpa, Primal Health, Credit Secrets, Healthy Back Institute and Dan Lok’s team are all coming to the event.
That’s a big PROOF element.
So now without reading the salesletter at all, you’re a little more intrigued to read it.
That’s why I’m a big fan of adding the insert sheets like this.
3. I probably got 30 emails yesterday asking me what the “grabber” I used in the direct mail package was.
Like I said, it’s nothing crazy.
It’s a tried-and-true grabber.
The key with a grabber is that not only does it have to get your attention, but you also have to make sure it relates to whatever you write on the lift note.
So in this case, the lift note is all about the grabber.
And how it’s going to help them get their offer converting so they can bring in more customers.
It’s a direct tie-in.
Your grabber can’t just grab their attention and then have nothing to do with whatever you’re selling.
That’s a mistake a lot of people make.
They simply use a grabber just to get attention…
But it has nothing to do with the theme of the direct mail package.
4. One point I want to reiterate from yesterday is WHY I use direct mail.
To me direct mail CUTS through the noise.
Especially when you’re talking to busy entrepreneurs (like I am).
An entrepreneur running a $30 million dollar company might not be reading all of my emails (although he should)…
But he will stop and read the direct mail package I send him.
In fact, he’ll probably get all excited opening it up, reading it, analyzing it.
That’s the power of direct mail.
I get your undivided attention for 20 or 30 minutes.
Which is hard to do online.
So even though direct mail is expensive, the ROI on it has been well worth it.
5. Another question I got yesterday was asking if I used direct mail to cold lists.
The short answer is no.
The people who are getting our direct mail package this week are all people either on my list, or on Stefan’s list.
So these are people who already know us.
And read our emails regularly.
We didn’t try to mail cold lists.
Cause that would be a MUCH harder sell.
So we only sent the mailing to people who know us.
The cool thing is we can already see results from it.
I saw a bunch of new applications for the mastermind come in yesterday.
So it’s working.
Once it hits more mailboxes this week that number will keep going up.
Anyways…
Hope this little breakdown was helpful.
I nerd out on direct mail.
So this stuff is really fun to breakdown.
Very different than online.
And I think it creates a much different experience for the person receiving it.
That’s why I like it.
It cuts through the crap.
That’s all I got for ya today.
If you want to see the salesletter we sent out, you can read it here.
– Justin
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