The Newsletter Pro - October 2019

... COVER CONTINUED

Everyone is looking for the easy button. “How do we scale this?” is a common concern; “How do we spend the least amount of money possible?” everyone asks. These are the wrong questions and the trappings of average entrepreneurship. If you want to be the best, you can’t simply copy your competitors. You have to do things that make you stand out from the pack, and direct mail is one of those things. It also has the added benefit of being very profitable when done correctly. I talk more about this concept in my Page 4 article about Taylor Swift’s marketing. Make sure you check it out. I want to make one last point. I hear this all the time from people who are simply misinformed. They say, “But I sell to millennials, and they don’t read direct mail,” or “I don’t like getting mail, so this doesn’t work,” etc. I’ll start with the latter. Who cares what you like or don’t like? It is unlikely that you are your target market, and, even if you are, your personal feelings about a form of media are irrelevant. I don’t love social media, but I’m happy to make money on it. I rarely buy anything from it, but, once in a blue moon, I still do. Just because it isn’t my preference to buy from Facebook ads doesn’t mean it isn’t yours. Currently, the generation that purchases the highest number of products from print catalogs is millennials — not baby boomers, not Gen X — it’s millennials … It may seem crazy, but they learn of a product in the catalog and go online and buy it. People trust direct mail far more than they trust online marketing or email marketing. Of course, that doesn’t mean those items don’t work; we all know they do when executed properly. But you may be overlooking the “new” disruptor of online marketing by not including direct mail in your bag of tricks.

NEVER CANCEL OTHER MARKETING THAT IS WORKING TO EXPERIMENT WITH A ‘NEW’ MARKETING CAMPAIGN.

Text “TNP” to 208.269.9111, and you’ll get to see firsthand how the marketing works. As an added bonus, I will send you a short document that details how we use this service and what technology we use to make it work, so you can shortcut the process of adding this lead-capture method into your own business. The reason direct mail is disrupting online marketing is because today, it takes many more touches to get someone to buy. As you know, we’re inundated with marketing messages all day, every day. You have much less competition in the mail than you do online, which means you can get more qualified eyeballs on your message, in many cases, via direct mail. Finally, it is working because so few people are doing it. In a world where going wide is the norm, the person who goes deep stands above the rest.

Let me share some examples. When I speak at an event, we’re doing offline marketing. At nearly all of my speaking engagements, I end with a lead- generation call to action with the reward of a free book. Participants get the free book by texting in. When they text in, we have an automated system that captures the person’s >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8

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