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Outrageous Advertising That's Outrageously Successful — Chapter-04: Using The Most Powerful Tool - Direct Mail
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OUTRAGEOUS ADVERTISING that’s outrageously successful
- Using The Most Powerful Tool – Direct Mail
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One night after work, my wife, Karen, and I decided to stop at a local diner and grab a quick dinner. We ordered our meal, and my wife began to give me … “The list!”
What’s the list?
Well, if you’ve been married as long as I have, you’ll probably relate to this! She was giving me a list, you know, a Honey-do list. Do this, do that, do … Wait, wait …
The list was so long that I needed something to write on so I wouldn’t forget the list. I had a pen in my pocket but no paper to write on. After looking around, the only paper I saw was a placemat in front of me on the table.
If you’ve ever noticed a placemat in a diner, you know that it is usually filled up with advertisements about the diner, or they sell advertising space to other local businesses.
This placemat was no different, but there was a one-inch blank border that went around the placemat. Ah! Blank space. So I carefully and meticulously tore off one side of the blank space, and I wrote very … very … very small and I made the list.
Then guess what happened? I realized that you could write something on a placemat, and the light bulb in my head went off. I figured out that writing a sales message on a placemat and mailing it out to people would be a really cool idea.
So the idea for my placemat mailing was actually born right in a diner of all places!!!
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OUTRAGEOUS exercise
Make a list of all of the places you frequent that can inspire you to think up ideas to create OUTRAGEOUS advertising. This might sound a bit tricky, but once you give this a little bit of thought, it’s not as hard as you might think.
Now, back to my placemat mailer. One of the things you’ll learn when you do OUTRAGEOUS advertising—and you’ll hear me say it several times throughout this book—is that this kind of advertising can be fun. In fact, as you create more and more OUTRAGEOUS advertising, you’ll find that it will get your creative juices flowing and will probably become the most enjoyable (and profitable) thing that you do in your business.
Let me show you what I mean with my placemat.
Since I created this placemat, I figured I had complete control of what it looked like. So, as you can see on my placemat, I created a fictitious diner that I called “FAT EDDIE’S,” which is open 24/7 and features home-cooked meals.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00037.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] welcometo OPEN 24 SEVEN WEUL COOKIN HOME FEED FAT EDDIE'S YOUUKEA HGHWAY TRUCKER ONTE DINER BREAKFASTLUNCH DINNER DESSERTS COCKTAILS LAP DANCES
Bill Glazer’s placemat mailing. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
In addition, at the bottom of my placemat I included what we provide, which is:
• breakfast
• lunch
• dinner
• desserts
• cocktails
AND …
• lap dances!!!!
Obviously, I tend to get a bit creative with OUTRAGEOUS advertising … and you can have fun with it too.
I wasn’t done yet. I wanted to make it even more OUTRAGEOUS, so I also printed on the front of the placemat a simulated coffee stain with a handwritten note that read:
“Sorry about the cofee stain, but all I had to write on was this stupid placemat here at the Diner where I was having breakfast … Anyway, just open this up right now … You won’t believe what I’m going to offer you on the inside … Bill”
Then I folded it up, had it tabbed to meet the post office requirement, put on a first-class live stamp, and took it to the post office.
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Bill Glazer’s placemat ready to put into the mail complete with simulated coffee stain. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
Hopefully you are now seeing why I sent a placemat mailer instead of putting my sales message in an envelope like everybody else. I did it because it gets noticed.
Think about it. If your sales message arrives in the big pile of mail that’s in the mailbox every day and looks like everybody else’s sales message, it doesn’t get noticed. It just doesn’t.
But, if it arrives on a placemat …
You think, “What the heck is this?” and then you see a coffee stain on it and the curiosity forces you to stop and say, “Hey, I’ve got to see what this is all about.” If it arrives on a placemat, the message DOES GET NOTICED.
There’s more to say about the placemat mailer and why it worked. But first, I’d like to say a few words about my favorite type of OUTRAGEOUS advertising—direct mail.
why use direct mail?
First of all, you want to use direct mail because everyone gets mail. Not everyone owns a television or listens to a radio or buys a newspaper or owns a computer, but since everyone gets mail, everyone is reachable.
Plus, everyone looks at direct mail. In fact, studies have shown that looking through your big pile of mail is one of the first things that people do when they get home from work. (It’s right up there with going to the bathroom.)
And for that reason, direct mail is my favorite medium for advertising, and especially for OUTRAGEOUS advertising. Precisely because it is easy to fade into the middle of a pile of mail, it’s also easy to stand out. So much of all of our mail just fades away. But if you stand out, you will get read.
And by getting read, you can really write. The old sales adage of “the more you tell, the more you sell” is especially true with direct mail, which offers the added bonus of no space or time limitations. I’ve written sales letters forty-eight pages long, and I’ve found them to be effective.
Of course, everyone also throws out a lot of mail unopened or barely glanced at, but that’s not a reason not to use mail. It’s just part of the challenge … and of the opportunity.
The fact remains that we are all trained to go through our mail every single day, and we separate it into three different piles. I call them the A pile, the B pile, and the C pile (see chapter 2).
Of course, getting into people’s mailboxes is easy. What you really want to do is get in the right mailboxes—those of people who would welcome your message and are likely to respond to it. So, let’s talk about whose mailbox you want your mail to arrive in.
who wants YOUR mail?
There are basically three different groups of people whose mailboxes you want to go after.
Group #1: YOUR CURRENT CUSTOMERS
The first group, and the one that is most likely to find your mail interesting, is your current customers/clients/patients. These are people who have done business with you in the past, who already know you and hopefully trust you.
And so, provided that they had a good experience with you previously, this group will be the most responsive to your marketing messages.
But to reach them requires you to do one of the most important things that you can do for your business—create your own customer list.
Obviously, this can be done quite easily with any good CRM (customer relationship management) software system that will house your customer list. Once you decide to create your own database, you need to decide what information you want to put in it.
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OUTRAGEOUS boost
A great advantage of creating a database of your customers is that it becomes an important asset of your business. For example, if you ever decide to sell your business, a database of all of your customers will make it worth considerably more to the buyer.
Typically you always want to put in the basics, which include:
• Name
• Address
• Phone number
• Street address
And then you want to include any other information that will help you make good decisions about when to contact them with your marketing messages.
This will often include things such as:
• What was bought
• When purchases are made
• How the customer buys (for example, during sales or at regular price)
• The customer’s birthday
• The customer’s anniversary
As you can imagine, this type of information becomes absolutely priceless to you when deciding how to market to your customers.
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OUTRAGEOUS exercise
Make a list of all of the information that you want to track in your customer database and that you need in order to make good decisions about when and how to advertise to them. This is perhaps one of the most important and valuable things you will ever do for your business.
It takes time to build a good list of your customers, but it is worth it. Your customers are your most valuable assets. Period. And if you don’t have a customer list, you should begin assembling one immediately. Once you begin to collect information, you will inevitably learn things about your business that will surprise you and eventually become priceless.
Group #2: GENERATED LISTS SIMILAR TO YOUR LIST
The second group of people you want to mail to are those people who are as similar as possible to those on your own customer list. Which is another reason you want to carefully create your own customer list.
Why is this?
Well, I’m sure you’ve heard of the old adage that “birds of a feather flock together.” This means that people who are just like your own customers also behave just like them, so they are more likely to do business with you than people who are not like your own customers.
Now we are getting into buying lists of people who are as similar to your own customer list as possible. In order to do this, you need to have your current customer list profiled.
Send your list off to a list broker and have them run your list through their software in order to look for commonalities in it that will help you make smart list-buying decisions.
For example, you probably want to see things such as:
• The percent of male versus female customers
• The areas where most of your customers live
• The age ranges that most of your customers fall into
• The income ranges that most of your customers fall into
This list can be endless. You can find out anything you want about your customers. As Dan Kennedy says, there is no privacy in America, and anything can be found out about you.
For example, I’ve had clients who want to know things about their customers such as:
• What magazines they read
• How many of them are pet owners
• What percent of them are married
• What types of cars they drive
• What percent of them own a second home
• What percent of them are Republicans versus Democrats
All of this information, and much more, can be found out about your own customer list. And this will help you to identify who are the most likely people to buy from you.
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OUTRAGEOUS resource
The largest list broker in the world is Info USA. They can profile your list and help you to identify the best lists to purchase. You can find information about them at InfoUSA.com.
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OUTRAGEOUS exercise
Make a list of all of the information that you would like to know about your customers in order to make smart decisions about which lists of people you would like to test. This might take some thought, and again, a good and reputable list broker can help you with this.
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OUTRAGEOUS boost
When buying a list, more is typically not better. In order to increase your response percentage, you normally want to try to narrow your list of prospects as much as possible to contain as many of the characteristics of your “best” customers. When doing a local mailing, I have typically found that 500 names is a good test. On a national level, I like to test 5,000 names. Then if you get a good ROI (return on your investment), you can always go back and buy more names.
Group #3: REFERRALS
The third group of people that you want to send mail to are referrals. In fact, referrals are the second most likely to respond to your mailings (only second to your existing customers).
Obviously the best place to get referrals from is your existing customers. The problem is that most businesses expect their customers to refer them to their friends, family members, and coworkers. But this is often not the case.
When customers don’t refer others, it isn’t because they are not satisfied with the products and services that you provide. Most customers simply forget to refer because they are busy. Referring your business to others is not a priority, and they probably never mention your business unless someone asks them if they know someone who provides what you sell. Then, you may get a referral. Otherwise, when you are out of sight, you are most likely also out of mind.
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OUTRAGEOUS resource
My Business Building Marketing System has a great Customer Rewards Referral System developed in it that works for any type of business. For information, go to bgsmarketing.com.
Therefore, it is actually your job to remind them to refer their friends to you. Just think about it. If every one of your customers would simply refer just one person, you will double your customer count and quite possibly your business.
So now that you know who gets your mail, what should you send them? Well, you can begin to try out some of the OUTRAGEOUS techniques I am about to teach you. This is fun stuff …
unusual-looking mail
Doesn’t all direct mail look about the same—white envelope, impersonal typing of the addresses, and a metered stamp?
No?
DEFINITELY, NO!
The best way to get someone to stop and look at what you’ve sent is to get the mail opener to say, “Gee, that’s unusual. Who is sending me this? I am compelled to open it.”
Gathering and reading the mail is such an everyday event that the only way to stand out among all the clutter is to send something that people simply have to open. Here are a couple of my favorite examples.
We’ve all been to the movies and ordered an expensive bag of popcorn that just tastes better with a large screen in front of you.
Well, Rick Canfield, an owner of a rugged outdoor store that loves to do OUTRAGEOUS advertising, found a way to send an empty popcorn bag through the mail. Obviously when you get home from work and see a popcorn bag in your big pile of mail, you’ve got to open it up right away. This is another great example of getting into the A pile.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00039.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] FRESH corl Popcom,vogolobleols,juchascoconut ol, solf,natural and arificial colons and fiavors.May conilalin Yelow #5 and#6 CerfifledFoodColor
Rick Canfield’s popcorn bag mailer. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
Actually, it wasn’t empty. It was just empty of popcorn. In fact, it had a sales letter on the inside.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00040.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Don'tBoy and Girl MisslScout Weeks ber 4th through Sunday,September16th. Why arewemailing gou Offerends Sunday a popeorn bag? September16th On Sunday The answer will surprise and delight youl! er16th,From12-3p.m. EEPonyRidesoewtcue Why the heck-are we mailing you a tableObstacleCourse popcorn bag? 4 Important Reasons: DogsChipsndopwu REECamouflagePopcorn ypurchase your Scout gets the Ve3RDANNUALCOLLECTOR OUTPATCHFREE the store egularand nouFlape corn FCanfields Incredible Money Saving Coupon!! SIwant:13% off everythingIpurchase evensale items! absolutely free with any purchaself tt15,200
Rick Canfield’s sales letter inside the popcorn bag mailer and ticket. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
genuine imitation official-looking envelope
When you get something in the mail from the government, it looks official, doesn’t it? In fact, it looks important so you have to open it up right away, which places it into the important A pile.
Plus, major companies send out official-looking envelopes—especially if a big financial transaction is involved. Once again, it looks important and you have to open it up right away.
And so why wouldn’t you want to get your mail in the A pile by making it look official also?
You can offer your customers a very official-looking reason to do business with you by sending out your message in an official-looking envelope.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00041.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] FINANCEOFFICE Bolimone,Mo21201 EXPRESS FirstClassMail oundsonMarch13,14,15,and16,20 FirstClassMail willnowtakeplaceattheirDowntown
Bill Glazer’s official-looking envelope that he developed for his menswear retail stores. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
This particular official-looking envelope has a number of features including the “EXPRESS First Class Mail” printed right on the envelope. In addition, there is a tracking number complete with what appears to be a hand-checked box next to the tracking number.
Notice that the inside stationery matches the envelope. It even has the same tracking number. And because of this appearance of a reason (see chapter 1, “reason why” copy), the campaign makes sense in a very official-feeling way.
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OUTRAGEOUS boost
When sending out OUTRAGEOUS direct mail, make sure that what is inside the mailer matches the theme of the outside of the mailing. If not, the recipient feels misled, and this will actually cripple response.
Who is sending me this? I am compelled to open it.
wallet mailer
Ever get a wallet in the mail?
Well, if you did, you’d have to open it, wouldn’t you? After all, what’s inside a wallet? Money!!! Who wouldn’t want to see if someone was sending them money?
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00042.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] $100off FarrCard Unirersal BECAUSE YOU CONTDMUETO COME BCX,WE'DLDAETOGZVEICXl SPECIALSAVINGSTO OURLOYALCLIENTS
The wallet mailer with money protruding from the top and coupons inside. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
I have used these wallet mailers for many of my clients and my own businesses, and always with huge success. Heck, I even used them one year for my menswear stores when I hired college students to hand them out in busy areas that got a lot of pedestrian traffic during the busy Christmas shopping season.
I’ve always included a sales letter or a couple of money-savings coupons inside of them. One technique that gets a big boost in response is to print what appears to be real money at the top of the insert sticking out just a little bit from the top of the wallet mailer. That gets it opened in a hurry.
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OUTRAGEOUS resource
Information about CopyDoodles can be found at www.copyenhancements.com.
invitation mailer
You are invited to …
When you get an invitation in the mail, don’t you want to immediately know what you’re invited to? Of course you do. So if you get an invitation in the mail, you will open it.
This particular invitation is a tri-folded mailer on 81/2” by 14” paper that looks like a real invitation with a gold foil sticker “RSVP” on the outside.
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Invitation mailer. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
Just about any business can use this as a relatively inexpensive OUTRAGEOUS mailing. I’ve used it several times for my retail stores to invite customers to a trunk show. Many entrepreneurs that I know have used it as an invitation to a seminar. Heck, I even know someone who owns an adult video store who used it. (I wonder what they got invited to.)
dimensional mail
Some kinds of OUTRAGEOUS advertising are more expensive than others. Typically what I refer to as dimensional mail falls into this category.
What is dimensional mail?
Well, as the name suggests, it is mail that is more than just paper. It’s mail that has a thickness to it. Perhaps a better way of describing it is lumpy mail or 3-D mail.
While this type of mailing is a bit more expensive, when done correctly, it will always pay for itself. There are a couple of reasons why dimensional mail generates higher response.
First of all, this is typically what I call “top-of-the-pile” mail because there is no other choice. It doesn’t fit in the pile. In fact, if there were two or three of them—whatever they are—you still probably couldn’t make a pile. Dimensional mail has to be on the top of the big pile of mail that you receive every day, so it is the first thing that you see when you look at your mail.
Dimensional mail also creates a lot of curiosity, and that gets you into the A pile. When people pick up an envelope and feel something lumpy inside, it really grabs their curiosity and makes them open it up because it suggests that there’s something in there that they really want.
Therefore, dimensional mail has a big advantage of being on top of the pile. Plus, dimensional mail, as a tool, screams out for some OUTRAGEOUS execution. Let me show you a couple of my favorite examples of dimensional mailings.
mini-trashcan mailing
So a little mini trashcan—about two inches tall—shows up in your mailbox one day.
It could say many things on the side. For instance: Don’t throw this away. This is the opportunity of a lifetime.
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OUTRAGEOUS resource
Mini-trashcan mailers are available at http://www.OUTRAGEOUS-advertising.com/3DMailings/.
A trashcan delivered to your mailbox can send a very powerful OUTRAGEOUS message. I have very seldom seen a business that couldn’t use this to deliver some derivation of the message: YOU’RE THROWING AWAY AN OPPORTUNITY TO (FILL-IN-THE-BLANK).
This is a great thing to send to anyone in the mail, and there are many fun ways to play with the wording. But a trashcan in the mail?
Who is sending me this? I am compelled to open it.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00044.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] send nes. Setherewillbe igmyselfon theline cond chance everynow next when Imef One Man's Trash Is Another Man's Treasure
Glazer-Kennedy Insider’s Circle letter crumpled up and mailed inside a mini trashcan. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
For example, on this page is a letter my marketing company (Glazer-Kennedy Insider’s Circle) crumpled up and sent in a mini trashcan to everyone who attended one of our seminars but did not register to attend next year’s event.
coconut mailing
Honey, I got the mail. There was a tax bill, a phone bill, a letter from your mother, and a coconut.
If you received all of these in the mail, which one do you think you’d open first? I betcha the coconut!
Seriously, you can send a simulated coconut through the mail, and if you do, it’s the first thing that will be opened. Check it out.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00045.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] TAPA2004
You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
What theme could you use when you mail a coconut? Well, the theme I’ve usually used is some derivation of “YOU’D BE NUTS NOT TO TAKE ADVANTAGE OF THIS OPPORTUNITY.”
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OUTRAGEOUS resource
Simulated zipper-up coconut mailers are available at Impact Products (www.impactproducts.net).
the tube mailer
Now we’re moving into making your dimensional mailer a bit more targeted. In fact, this is one of those targeted mailing list concepts that bring together (as much of this book does) a bunch of ideas into one great campaign.
Actually, the tuxedo tube is just one OUTRAGEOUS part of a sequential campaign (see chapter 9) that I targeted to high school senior boys in need of a tuxedo for their upcoming prom.
If a seventeen- or eighteen-year-old boy comes home and finds a tuxedo tube in the mail with his name on it, he has to open it. First of all, he probably rarely gets much mail anyway, and he certainly never gets mail like this. Plus, he does need a tux for his upcoming prom. The inside of the tube has a coupon for a tux.
The tube is so cool that he just has to keep it for a while. He’ll show it to his friends—and incidentally, they all are going to the prom too (although they probably each received their own tuxedo tube). But this tube is just part of a larger campaign to reach these specific customers at a specific tux-needing time in their lives.
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Tuxedo tube. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
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OUTRAGEOUS resource
Tube mailings are available in many different themes. You can find them at www.selfsealtubes.com.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00047.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] BennWeNeigleWcllYoosSdoeLGeMontiasHarAnEucorcDe mTookeRintalOllesFoYon aRIGCOUPO TheWorld'sLargestDisCouNT PROMTUXEDORentalCoupon! ONLYwiththisjumbo coupon canyoutakea whopping $20 off! YourcompletePromTusedoRertal Gage DouitovnAorenhromtheTtMarinerAresa OoingMisVileyCen 410-7234763 Gage 6/15/05 www.gagemendwear.com
The world’s biggest discount coupon, mailed inside of a tuxedo tube. You can see this in full color when you claim your FREE CD of many of the exhibits in this book by using the form on page 312.
In this case, the cost of the mailing is well worth it. A tuxedo tube in the mail?
Dude, who is sending me this? I gotta open it.
Now don’t make the mistake of thinking that you don’t rent tuxedos so you could never use this type of mailing. Heck, you can wrap a blank tube with anything. I even know a lot of entrepreneurs who mail a blank tube and get terrific results.
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OUTRAGEOUS exercise
Create a headline for each of the OUTRAGEOUS mailings that I’ve shown you in this chapter for your business. I’ll bet you can use every one of them after you give them a little bit of thought.
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Popcorn Bag Mailing Headline: _____________________________
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Official-Looking Mailing Headline: _____________________________
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Wallet Mailer Headline: _____________________________
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Invitation Mailing Headline: _____________________________
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Mini-Trashcan Mailing Headline: _____________________________
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Coconut Mailing Headline: _____________________________
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Tube Mailing Headline: _____________________________
Now that you’ve created a headline for each of them, don’t you want to get several of them out in the mail to your customers or prospects? You’ll be glad you did!!!
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Sizzling Outrageous Summation
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OUTRAGEOUS advertising is fun to do.
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Everyone gets mail.
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Everyone separates their mail into three piles (A, B, and C).
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Those on your own customer list are the best people to mail to.
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Find lists of people who are similar to your best customers to mail to.
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The best place to get referrals is from your own customers.
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Unusual-looking mail gets noticed.
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Dimensional mail rises to the top of any pile.