Busted Myth: Direct Mail Never Works

If you ask Zach Graves of Carino’s Italian Restaurant in Meridian, Idaho about direct mail, he’ll tell you that this marketing strategy CAN indeed work. Over the last few months he has used two different direct mail strategies with mixed results. What the losing mailer lacked, the profitable one had.

In fact, it wasn’t even close! The end results showed a 32% overall response rate for the winning campaign! (32% is not a typo). Keep in mind that a 1-2% response rate for a direct mail piece is often considered successful and profitable… let alone 32%!

Some may argue, that more often than not, restaurants will see better response rates than just about any other industry. I consent, this may be true. But whether you are a restaurant or not, getting nearly 1/3 of recipients to respond to a mailer is awesome by any standards.

And no, this mailer was not sent to an internal or warm list. It was mailed to an average sized COLD list, which makes it an even more remarkable success. The recipients were not expecting anything from Carino’s nor did they opt-in to receive anything from the restaurant.

Here’s why the direct mail campaign worked so well:

  1. We made sure their mailing list was extremely targeted. I’m talking about a specific radius around their restaurant and a well-defined income and age range. We even planned the mailer to hit the mailboxes at precisely the right time, based around an event that was about to happen in the recipient’s life.
  2. A personalized letter was sent out and included a real, hand-placed stamp. Just a note… the losing mailer was one of those direct mail coupon books full of competing offers and ads.
  3. The offer was personalized and very generous, but not so much that it “ate up” the profits. In the end, the mailer still has to be profitable, right?

Think about it. Would you rather get a generic postcard addressed to you or the “CURRENT RESIDENT”, or a personalized letter and envelope in the mail arriving at just the right time? Of course, the letter, which in turn makes you more likely to respond to the offer inside.

Maybe you’ve tried direct mail a time or two and found that it just wasn’t profitable. That’s okay. But don’t make up your mind quite yet. Instead, maybe follow the lead of Carino’s and make your next direct mail campaign worth doing.

Direct Mail Marketing for the Car Washing Business

Direct mail marketing for a carwash business seems to be an excellent tool to increase the number of customers coming in. It increases the new customers and each new customer potentially could become a regular customer, which means ongoing income and revenue.

How often should I carwash business send out direct mail marketing coupons in coupon packages? Well, I recommend looking at a map and drawing a circle around your carwash, which is about a 10 to 15 mile radius. Then, look at the ZIP codes within that 10 to 15 mile radius and each month send out a coupon to one third of the pie.

This means everyone will receive at least one direct-mail marketing coupon package every three months or four times per year. By doing this you will bring in new customers and not be training your existing customers to only come in when they get a coupon in the mail.

Direct-mail marketing when done correctly can be a carwash business best friend. It does not cost that much and it yields great results and many carwash owners believe it is better than radio actually dollar for dollar. If this is true then isn’t it about time you start using direct-mail marketing discount packages to promote your business? Please consider all this in 2006.

Direct Sales Recruiting: 7 Tips For Turning a Cold Prospect Into a Hot One

Create a positive mental attitude before you get on the phone or meet with your prospect in person. Always be prepared and professional but warm and engaging. Selling is just one aspect of direct selling.

Recruiting and building a large team of direct sellers is the way to earn a residual income in direct sales. Effective recruiting requires understanding human psychology. You’re a matchmaker – matching your prospect with your opportunity.

Start by asking questions and forming a connection first. Find out what your prospect is looking for. What is the gap where she is now and where she wants to be?

There are many reasons why your prospect wants to start a business. From earning more money, to staying home to raise her children, or having a more flexible schedule… you won’t know unless you ask and listen carefully.

Share stories instead of selling. Tell your prospect how the extra money you’re earning have made a difference in your life. Maybe it has allowed you to quit your job, have more time with your family, or more money to splurge on dinners and vacations.

By sharing your success story, it’s a powerful way to connect with your prospect and appeal to her emotions. Your story will inspire her to move from where she’s at to where she wants to be. You want your prospect to think if she can do it, so can I. Your goal is to help her make a decision that is right for her.

Don’t talk about your products or company right away. Recruiting is about forming a connection and building the like and trust factor. Have your company brochures available and send her home with those. In this internet era, chances are your prospect would have already looked at your company info online before meeting with you in person.

At the end of the recruiting process, whatever your prospect’s decision is, always be gracious and never make your prospect feel bad about not joining your business. Ask to stay in touch by email and who knows, maybe she will be interested in the future. But make a bad impression and you’ll never get another chance.

Remember: selling and recruiting is never about you. It’s always about your prospect. Your prospect is making a decision that’s best for her and not for you.

Do your best to leave your ego out of the conversation which will help you to stay calm during the process. This will actually put you in a better light instead of being defensive and making a case if there’s an objection to the business opportunity.

Selling directly never works because no one likes to be sold to. When it comes to recruiting, provide enough information to help your prospect make a decision.

To get more recruiting tips and start attracting the right prospects to your business – be sure to get my FREE tips.