"We sent ... to 45 catering businesses and got 5 calls [11% response]. Out of that we’ve arranged 2 successful loans [4% sales outcome]. We’ll be sending out to more of them when we’re ready to handle the extra business!"
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"I especially appreciated your advice on marketing strategy to make the most of our natural strengths to get the best results."
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"I can get as much business as I like by dropping fliers into letter boxes ... Don’t want to drop too many off or I’ll be overloaded!"
Letters and flyers
Ensure a great return for your direct marketing campaign investment... up to 11%
Direct mail-outs or 'cold calls' can be a real challenge these days - to get attention from your prospects amongst the information overload and junk mail they face.
Recently I had a real challenge with a client who'd been in the catering business but wanted to branch into loan broking - with no previous experience, qualifications, or industry connections!
I suggested starting on his background catering sector where he had a known presence and credibility. So we created a 'cold call' brochure/ flyer and covering letter. While marketing experts say 1% is a good expected response rate… we got 11% - and even without a website!
The critical ingredients
It's key to match your product and message to the market, but its not just about dangling hyped benefits before your audience.
The first challenge is to get attention and rapport with the reader with a great headline. Ideally, this should have elements of curiosity or provocativeness, benefits, and empathy-building.
From there we need to show them we've taken the trouble to understand their needs - and hidden desires. We need to make emotional connection and win trust. Where possible, we can 'resonate' with them by mentioning things about you that they will 'click' with.
We need to show them the benefits of your product in a 'vivid technicolour' word-picture so they can imagine the change in their life by a problem solved or some new enhancement.
We need to answer their likely questions and fears, removing all obstacles to buying. Then we need to finish with a strong call to action - preferably making some incentive such as a free report with useful information.
Weaving it all together to get results
Putting all the above elements together in the right order and balance isn't easy, but you don't have to worry about that... it's what we do!
Intimate interviews to take sales even higher
The ultimate way to tap into where your clients are really at - in their thoughts, feelings and motivations is to interview them using the skills of talk show hosts. You can find out more about this on our marketing consulting page.
Tell us your needs
Let us know what you have in mind for your business, product/ service, and target audience so we can advise you and give a price.