Direct Mail for prospecting

[Smalls91]

Hi everybody,

I don't know if this has been covered here before, but my searches didn't turn anything up. I apologize if this has been asked already. Anyway, has anyone had success prospecting for 9x12 using direct mail? Direct mail as in using a targeted list and sales letter, not EDDM. Maybe it's just the copywriting part of my brain working but it seems like a good idea to me. I'm hoping to try it out soon, just have to plow through all the freelance work on my agenda first.

Thoughts? Opinions? Suggestions?

[Mr Subtle]

Why wouldn't it work?

Direct mail works for so many things.

I get solo postcard mailing jobs from direct mail. Why wouldn't selling a co-op ad work?

[Smalls91]

That's what I was thinking. (and hoping to hear)

I was just wondering if there was a reason everyone seems to opt for other methods. I was hoping I wasn't too far off in thinking this would be a good method. The 9x12 system has some huge benefits that could easily be emphasized to drive home the value.

[Mr Subtle]

I was just wondering if there was a reason everyone seems to opt for other methods.
They opt for other methods because they are of the internet generation where everything is FREE FREE FREE ... emails ... phone calls. Direct mail requires CASH. Nothing wrong with emails or phone calls, but if you're PIKING the power of direct mail you should be doing it in the medium you're piking.

[Smalls91]

I like free just as much as anyone else, but I think I perform just a little better when I already have some cash into something ; ) no risk no reward. Losing money sucks at first but when it hurts you definitely learn fast.

Thanks for the insight Mr. Subtle. It's nice to see I'm not the only one thinking about snail mail. Once I get my campaign ready I'll be back with the results. I'll be starting small but with a little thought and effort I should be able to scale things nicely.

[Goblue1918]

Yes, I have used a sales letter in selling the ads.

I am currently working on 2 postcards each with under 5,000 homes. I am selling the spots for $250.


Sales Letter - 4 pages long with 2 examples of postcards that were sent in the same general area (for credibility).
Cost - $94.80 - $1.35 each in postage sent to 60 businesses and $.46 in postage to 30 businesses
Envelopes - $10 Costco for 150 10x13 Manila Envelopes - You need the 10x13 envelopes - 9x12 do not work, the postcards are to hard to get out
Targets - Went after business who are currently advertising in: ValPak, Town Saver, Shop Saver, etc. - Didn't want to have to convince people of the need to advertise and of the need to advertise using the postcard.
Follow-up -
I contacted everyone on the card 2-3 days after mailing. I did not get a in touch with everyone. I did leave some messages.
I then sent another 2 page letter to 30 people who either didn't answer my call (and say no) or whom I left a voice mail about a week later
I attempted to phone those people to no avail

Results -
2 phone calls received - 1 was interested then backed out the other agreed to do 2 spots for $450 (saving $50).
Follow up calls resulted in 1 advertiser agreeing to 2 spots for $400

So for roughly $100 I was able to get $850. Saving me time and gas.

The easiest people in the world to sell to are the ones who currently advertise. They understand the need, they are willing to try something if it will bring them results.

p.s.
Still have not been able to crack the elusive Doctor/Dentist/Chiro wall.

[Mr Subtle]

...
Still have not been able to crack the elusive Doctor/Dentist/Chiro wall.
Before sending this group any direct mail call and ask the receptionist who is in charge of their advertising. When you get their name tell them that you'll be mailing out a packet today addressed to them in an oversized (9x12) PINK (or MAGENTA) envelope (it can't be white or manilla because it's too common of a color and you want something that STANDS OUT) and to look for the PINK envelope in tomorrow's mail. Call them a day after they received it to follow up like you normally would. You're "the PINK envelope guy."

[Smalls91]

Yes, I have used a sales letter in selling the ads.

I am currently working on 2 postcards each with under 5,000 homes. I am selling the spots for $250.


Sales Letter - 4 pages long with 2 examples of postcards that were sent in the same general area (for credibility).
Cost - $94.80 - $1.35 each in postage sent to 60 businesses and $.46 in postage to 30 businesses
Envelopes - $10 Costco for 150 10x13 Manila Envelopes - You need the 10x13 envelopes - 9x12 do not work, the postcards are to hard to get out
Targets - Went after business who are currently advertising in: ValPak, Town Saver, Shop Saver, etc. - Didn't want to have to convince people of the need to advertise and of the need to advertise using the postcard.
Follow-up -
I contacted everyone on the card 2-3 days after mailing. I did not get a in touch with everyone. I did leave some messages.
I then sent another 2 page letter to 30 people who either didn't answer my call (and say no) or whom I left a voice mail about a week later
I attempted to phone those people to no avail

Results -
2 phone calls received - 1 was interested then backed out the other agreed to do 2 spots for $450 (saving $50).
Follow up calls resulted in 1 advertiser agreeing to 2 spots for $400

So for roughly $100 I was able to get $850. Saving me time and gas.

The easiest people in the world to sell to are the ones who currently advertise. They understand the need, they are willing to try something if it will bring them results.

p.s.
Still have not been able to crack the elusive Doctor/Dentist/Chiro wall.


Wow that's a nice return. I was thinking about something similar to this. Rather than drop 1k or more upfront to try and sell out the card all at once, I want to start with about $100 to test and use the profit to scale and finish things.

How do you handle the deadline? Do you tell them it's tentative but depends on when all the spots sell?

[Smalls91]

Before sending this group any direct mail call and ask the receptionist who is in charge of their advertising. When you get their name tell them that you'll be mailing out a packet today addressed to them in an oversized (9x12) PINK (or MAGENTA) envelope (it can't be white or manilla because it's too common of a color and you want something that STANDS OUT) and to look for the PINK envelope in tomorrow's mail. Call them a day after they received it to follow up like you normally would. You're "the PINK envelope guy."

I'll have to remember this. I've heard of sending coconuts, but pink envelopes are a new one for me. Have you tried sending pink envelopes to other kinds of prospects?

[turbowagon]

Here you go. Blingvelopes...

http://www.fast-pack.com/colored_bubble_envelopes.html

[Mister Natural]

Here you go. Blingvelopes...

http://www.fast-pack.com/colored_bubble_envelopes.html

Hey turbowagon,, those are killer !
A little pricey but if you're on a mission to promote yourself they're kick ass. I bookmarked that page!
thanks


Same guys with another great attention getter. http://www.fast-pack.com/mailing_tubes.html

[Smalls91]

Wow there are a lot of great ideas here! I can't wait to get my campaign going.

[MikeGibson]

http://www.Uline.com is another great resource for shipping and mailing materials, among other things.