Mouprise.com

How to make your online business stand out by going offline

One of the most successful direct response marketing legends doesn’t use email, insisting that people call or fax him to get his reply.

I’m talking about the great Dan Kennedy.

But don’t be confused for a minute: Mr. Kennedy is one of the smartest, most up-to-date salespeople out there, and he refuses to treat email inquiries as principle.

Why?

Because you value your time.

Look, he knows that people won’t think about writing an email as much as writing an actual physical letter, a fax, or what they’ll say on the phone.

There is a certain level of dedication and seriousness in the way people perceive a physical letter these days.

But it wasn’t always like this, and the biggest reason for this is… you guessed it: emails.

Think about it: 20 years ago, hardly anyone used email, so our mailbox was full (Millennials reading this: I suggest you look up “Physical Mailbox” in the dictionary), so all the spam came in that medium. , and therefore the mail was less “important”.

Nowadays, we rarely get physical spam (usually just unwanted flyers and promotions), so it takes longer to get through your less crowded mailbox, making physical mail a much more “prestigious” type of communication, contrary to what happens in most cases online. experts” would like to believe.

And when it comes to physical mail, there is no greater master alive today than Mr. Dan Kennedy, who uses it as the lifeblood of his business, and that is exactly why you should also consider this new and exciting medium. old for your business.

Like everything in direct response, I suggest you try interweaving it with your online stuff.

Get physical addresses from your potential customers, and once they turn to customers, send them upsells and high-cost product promotions in physical mail.

Two unbelievably amazing features that physical mail has and emails don’t:

Lumpy Mail – How exciting is it to receive a big, noisy box in the mail? I mean your heart literally beats faster just from guessing what’s inside! Great direct response marketers know this and use that enthusiasm to get attention and create a special kind of excitement around their sales letters.

Grabbers: Used to immense success by the late great Gary Halbert (and by Mr. Kennedy, of course), grabbers are things you would attach to your physical letter that create an unparalleled level of curiosity in your reader. Mr. Halbert’s classic example: If your sales letter features real estate, you’ll want a little plastic bag filled with dirt and talk about that in the letter and tie it to what you’re selling, or attach a $1 invoice to the principle of the letter when talking about financial markets, etc.

When it comes to turning heads and standing out from the crowd, you don’t have to stop in today’s busy markets, and there’s nothing like the curiosity that drives physical mail to really make you stand out like a nun in a brothel.