Sales Come First

Back to it folks. And when I say ‘it’ I mean a bit of good old fashioned marketing.

But before I get into it I want to tell you about a conversation I had with a subscriber last week.

But before I tell you I want to make it clear that this is for your information only. I dont get anything out of it. But it was way too cool NOT to share with you.

Basically the business this guy is involved with is sending cards to people over the internet. Hang on, I bet you’re thinking e-Cards, arent you. Well I don’t mean e-Cards. I mean PHYSICAL cardboard ones. You can select the card from thousands of designs and write whatever you want in it. You can put in pictures and even upload your own fonts of your handwriting so you can do cards that appear handwritten. I can’t remember exactly what it costs but from memory it was well under $2 per card (for a card you’d spend at least $5 on from the newsagents) and that is for the card, in an envelope (all addressed with your return address on it too) and a LIVE stamp all posted.

Also, you can upload a list of names and addresses to it and it will send out a customised card to everyone on your list. Brilliant for Christmas cards to your clients and for regular promotions you run. Even better, you can do basic sequencing so you can get it to send out cards on a pre-defined schedule. For example a mortgage broker can send a card to a client 12 months after they got their loan offering to do a free review of their situation. Or a dentist can send out a card as a reminder that their next appointment is due. You see, you need a retention strategy in your business, and this one is fully automated. Imagine how your customers and clients will feel when they receive a regular card in the mail from you which contains a powerful offer.

Anyway, I think its awesome and something you should definitely check out if you’re in a conventional business. If you’re interested, shoot me an email and I’ll put you in touch with Martin.

OK. Now, onto the topic at hand which is LUMPY MAIL. Lumpy mail is mail which contains something that people can feel through the envelope. If you want to boost opening rates then your #1 weapon is curiosity. Get your prospect opening their letterbox busting to open your letter. First of all, you should be applying the techniques I taught you here:

http://salescomefirst.com/getting-your-mail-opened/

and here:
http://salescomefirst.com/how-to-get-your-mail-opened-part-ii/

Just remember, if there’s one thing more important than your headline, its how you address and pack your mail. After all, if you want people to read your letter, they’ve got to open the damned envelope first, right?

And if you make them curious about what’s in your mail then its an even better chance they’ll open it. And that’s why its even better if you use something that people can feel through the envelope. Something that makes your envelope stand out from the pile of flat mail they’ve grabbed from their letterbox.

That’ll have ‘em ripping it open!

Here’s a few examples. A key attached to a mortgage broker’s letter. Or a coin to remind people about wealth. How about a little egg timer if you’re reminding them about a time limited offer.

What about a tea bag, and then ask them to take the phone off the hook, sit down with a cup of tea and read your entire letter because ‘really is that important’.

How about a bag of sand or dirt if you’re talking about real estate, or the beach lifestyle your business can offer.

What’s important here is that it can be felt through the envelope so people are hanging to know what’s in there.

Here’s another tip…

Be careful that what you send doesnt get broken. So nothing fragile, and nothing that can split open in transit. I’ve heard of an envelope full of hundreds and thousands, or a crushed asprin tablet.

OK, I admit. Its a little bit more work. But hey, you’re in business here folks and if you can get more people to read your letter then it’ll end up meaning more money in your pocket.

Bottom line is this. We all get a heap of mail each day. And most of it get sorted above the rubbish bin. At home I dont even bring any mail I dont want inside the house. Heaps of it goes unopened. So if you want to get your mail opened then you’ve got to take those extra steps to get people tearing your envelopes open!

Next week I’m going to get even more back to basics. You see, when you pull it all apart your promotion depends on 3 (and only 3) things. I’ll let you know what those three things are, because if you focus on each of them you’ll put more money in your bank account than you ever dreamt of.

Until then, all the best

Hugh Thyer
www.salescomefirst.com

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