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The Direct Mail Solution — Front-Matter: Front matter, acknowledgements, and preface
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THE DIRECT MAIL SOLUTION lead-generating sales-driving MONEY-MAKING DIRECT-MAIL CAMPAIGN CRAIG SIMPSON with DAN S. KENNEDY A BUSINESS OWNER’S GUIDE TO BUILDING A
THE DIRECT MAIL SOLUTION lead-generating sales-driving MONEY-MAKING DIRECT-MAIL CAMPAIGN CRAIG SIMPSON & DAN S. KENNEDY A BUSINESS OWNER’S GUIDE TO BUILDING A
Publisher: Entrepreneur Press
Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions
© 2014 by Entrepreneur Media, Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by
Section 107 or 108 of the 1976 United States Copyright Act without permission of
the copyright owner is unlawful. Requests for permission or further information
should be addressed to the Business Products Division, Entrepreneur Media Inc.
This publication is designed to provide accurate and authoritative information
in regard to the subject matter covered. It is sold with the understanding that the
publisher is not engaged in rendering legal, accounting, or other professional ser-
vices. If legal advice or other expert assistance is required, the services of a compe-
tent professional person should be sought.
Library of Congress Cataloging-in-Publication Data
Simpson, Craig.
The direct-mail solution: a business owner’s guide to building a
lead-generating, sales-driving, money-making direct-mail campaign / by
Craig Simpson with Dan S. Kennedy.
p. cm.
ISBN-10: 1-59918-518-0 (pbk.)
ISBN-13: 978-1-59918-518-7 (pbk.)
- Direct marketing. I. Kennedy, Dan S. II. Title.
HF5415.126.S563 2014
658.8'72—dc23
2013037976
Printed in the United States of America
18 17 16 15 14
10 9 8 7 6 5 4 3 2 1
iii
Contents
Acknowledgments . . . . . . . . . . . . . . . . ix
Preface
How I Started Making Money in Direct
Mail—and How You Can, Too!. . . . . . . . . xi
Chapter 1
How to Think about Direct Mail to Grow Rich
By Dan S. Kennedy. . . . . . . . . . . . . . . . . . 1
Facts Are Stubborn Things. . . . . . . . . . . . . . . . . . . . 2
The Power of Opposite Direction. . . . . . . . . . . . . . . . 5
The Power of “Evergreen” and “Autopilot,”
Predictability, and Reliability . . . . . . . . . . . . . . . . . 7
The Power of Showing Up Alone . . . . . . . . . . . . . . . . 8
The Power of the Full and Best-Told Story . . . . . . . . . . 9
The Power of Time Commitment. . . . . . . . . . . . . . . 10
But Wait—There’s More! . . . . . . . . . . . . . . . . . . . . 10
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CONTENTS
Chapter 2
Direct-Mail Basics and Creating the
Perfect Sales Piece . . . . . . . . . . . . . . . . . 11
It All Starts with a Sales Piece . . . . . . . . . . . . . . . . . . . . 13
AIDA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
How Long Should a Sales Piece Be? . . . . . . . . . . . . . . . . 16
The Elements of a Sales Piece . . . . . . . . . . . . . . . . . . . . 18
Make the Most Out of Every Part of Your Sales Piece. . . . . . 21
Adding Spice to Your Sales Piece . . . . . . . . . . . . . . . . . . 24
A Little More About That All-Important Call to Action . . . . 28
Always Write to an Audience of One . . . . . . . . . . . . . . . . 30
What If You Don’t Want to Write Your
Own Sales Piece?. . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Chapter 3
Sales Piece Format and Design . . . . . . . . . . . 33
Formats and Designs . . . . . . . . . . . . . . . . . . . . . . . . . 34
Issues of Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Printing Your Mail Package . . . . . . . . . . . . . . . . . . . . . 44
Chapter 4
How to Use Direct Mail to Drive Traffic to Your
Website—and Then Back to Your Store!. . . . . .51
The USPS Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
How My Own Clients Use Direct Mail
to Bank Internet Profits . . . . . . . . . . . . . . . . . . . . . . 54
How It Works If You Already Have a Website
Designed with a Sales Funnel . . . . . . . . . . . . . . . . . . . 56
What to Do If Your Website Isn’t a Sales Funnel . . . . . . . . 58
How a Brick-and-Mortar Retailer Can Use a Direct-Mail
Postcard to Build an Email List of Great Prospects . . . . . . 59
PURL Postcards . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Important Considerations for an Effective
Direct-Mail/Internet Program. . . . . . . . . . . . . . . . . . . 61
THE DIRECT-MAIL SOLUTION
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CONTENTS
You May Be Closer Than You Think . . . . . . . . . . . . . . . 63
Chapter 5
The Message and the Messenger
By Dan S. Kennedy. . . . . . . . . . . . . . . . . . . 65
Why Marketing Messages FAIL . . . . . . . . . . . . . . . . . . . 65
What Messenger to Entrust Your Message To . . . . . . . . . . 69
Chapter 6
Mailing Lists and Segmentation. . . . . . . . . . . 77
Types of Mailing Lists. . . . . . . . . . . . . . . . . . . . . . . . . 78
How to Find the Right Mailing List . . . . . . . . . . . . . . . . 86
List Brokers/Managers/Compilers . . . . . . . . . . . . . . . . . 87
The Data Card—Your Source for List Information . . . . . . . 89
How to Turn a Marginal Mailing List into a Great One . . . . 97
Chapter 7
We Know Where YOU Live
By Dan S. Kennedy. . . . . . . . . . . . . . . . . . . 101
How to Use Predictive Factors, Mailing Lists, and
Direct Mail to Attract Your Ideal Customers . . . . . . . . . . 102
Using Predictive Factors to Select and Get Lists . . . . . . . . . 106
Circumventing Search (Sorry, Google). . . . . . . . . . . . . . . 108
The Price, Pain, and Power of Complexity. . . . . . . . . . . . 111
Chapter 8
Expanding Your Mailing Universe. . . . . . . . . . 119
List Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
Increase Lifetime Value by Building an
Ongoing Relationship with Your Customers. . . . . . . . . . 123
A Tale of Two Health Clubs . . . . . . . . . . . . . . . . . . . . . 124
Drilling Down to Determine Lifetime Value . . . . . . . . . . . 126
Issues Concerning Lifetime Value. . . . . . . . . . . . . . . . . . 129
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CONTENTS
How Lifetime Value Can Directly Impact the Size
of Your Mail Campaigns . . . . . . . . . . . . . . . . . . . . . . 131
Expanding Your Lifetime Value . . . . . . . . . . . . . . . . . . . 132
Cost Per Order/Cost Per Acquisition. . . . . . . . . . . . . . . . 135
Building a Customer Model . . . . . . . . . . . . . . . . . . . . . 136
Chapter 9
Tracking Your Mail Campaign. . . . . . . . . . . . 143
A Scientific Approach . . . . . . . . . . . . . . . . . . . . . . . . . 145
It All Starts with a Mailing Code . . . . . . . . . . . . . . . . . . 145
Track the Number of Leads/Orders . . . . . . . . . . . . . . . . 146
List Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . . . 147
Was the Mailing Worth It? . . . . . . . . . . . . . . . . . . . . . . 149
List History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149
Dig Even Deeper into the Lists You’re Buying . . . . . . . . . . 151
Lifetime Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152
Individual Mailing Totals . . . . . . . . . . . . . . . . . . . . . . 153
You Need a Great Database . . . . . . . . . . . . . . . . . . . . . 154
Test the Waters Before You Plunge In!. . . . . . . . . . . . . . . 158
Getting Better All the Time . . . . . . . . . . . . . . . . . . . . . 161
Chapter 10
Technical Details That Help You Create Better
Mailings—and Save You Money, Too! . . . . . . 167
Cleaning Up Your Mailing List: How Merge Purge
and Data Hygiene Can Save You Thousands . . . . . . . . . . 167
Post Merge=Purge Production. . . . . . . . . . . . . . . . . . . . 181
A Little Bit More about Testing Variables . . . . . . . . . . . . . 182
Working with the Postal Service . . . . . . . . . . . . . . . . . . 184
Using a Mail-Processing Facility . . . . . . . . . . . . . . . . . . 186
Huge Postage Discounts That Can Save You Thousands! . . . 188
First-Class vs. Bulk Mail: Which Class of
Mail Should I Use? . . . . . . . . . . . . . . . . . . . . . . . . . 189
THE DIRECT-MAIL SOLUTION
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CONTENTS
Making Sure Your Mail Is Delivered . . . . . . . . . . . . . . . . 191
Every Door Direct Mail—An Ideal Solution
for the Local Business. . . . . . . . . . . . . . . . . . . . . . . . 192
√Chapter 11
Why You Should Be an Information Marketer
By Dan S. Kennedy. . . . . . . . . . . . . . . . . . . 195
How to Break the Chains of Habit-Force and
Escape the “Like Everybody Else” Prison . . . . . . . . . . . . 198
The Low-Threshold vs. High-Threshold Secret. . . . . . . . . . 200
If You Are Going to Do Direct Mail,
You’ll Be Fighting for Response. . . . . . . . . . . . . . . . . . 201
√Chapter 12
Putting It All Together—the Details of
Scheduling a Direct-Mail Campaign . . . . . . .203
SWOT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 204
Steps of a Direct-Mail Campaign . . . . . . . . . . . . . . . . . . 205
How Long Will It Take to Get a Mailing Ready
and into the Mail Stream? . . . . . . . . . . . . . . . . . . . . . 207
Now You Have All the Facts You Need to
Start Planning a Direct-Mail Campaign . . . . . . . . . . . . . 217
About the Authors . . . . . . . . . . . . . . . . . . 219
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . 223
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ix
Acknowledgments HANKS TO DAN KENNEDY FOR HIS GUIDANCE, RELENTLESS innovation, instruction, and brilliant insights on marketing and running a business. Without Dan, this book would not have been possible. Much appreciation goes to my family for supporting me in the penning of this book. Thank you Heidi, Aiden, Quinton, and Ziann! I also want to say a huge thank you to Ellen Dickstein, my personal friend and editor. She spent hours and hours helping me take my knowledge of direct mail and turn it into The Direct-Mail Solution. It has also been a pleasure to work with Jillian McTigue, director of Entrepreneur Press, and Roe D’Angelo, who provided outstanding editorial feedback. Last, but not least, thanks to Jeff Herman, my literary agent. T
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xi How I Started Making Money in Direct Mail—and How You Can, Too! S A BUSINESS OWNER, ONE OF YOUR PRIMARY GOALS IS TO SEE your business grow and become more profitable. In my experience, direct mail is one of the most powerful tools available to help you achieve that. Regardless of what business you are in, or how big it is, or even what type of customers you have . . . with the right information, I believe you will be able to develop a direct-mail program that will work for your business. Marketing is a critical need of every business. It doesn’t matter if you are selling software, clothing, or books, or if you manufacture some kind of widget. Maybe you produce the best face cream in the world. Perhaps it even has the power to rejuvenate the skin and make people look 20 years younger! A PREFACE
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You still could end up not making a dime.
That’s because unless somebody buys your face cream, you have no
income stream. The product is just the beginning of the process. You
have to have customers, too.
There’s one main way to grow any business, and that’s to grow and
expand your customer base. It’s all about finding new customers and
making additional sales to the ones you already have.
You have to find some way to get the word out about your business
so that it reaches the widest possible group of potential buyers and
convinces them to give you a try.
What are some of your options?
You could hang a sign out in front of your business. That could lure
people in, but you would be reaching only the people who happen to be
walking down the street and passing by the sign.
You could put an ad in a newspaper, but then you’re reaching only
people who read that paper, who happen to notice your ad as they turn
to the sports section.
You could hire a blimp to carry your message across the sky on
a streamer. That could potentially reach the whole city—but only the
people who are looking up when the blimp goes by.
But what if you could get your message directly into the hands of
large numbers of people—people who are highly qualified to become
your customers because they have spent money on products like yours
in the past and are likely to spend more in the future?
Even better, what if you could put your message in an attractive
package that gets their attention and holds it while you explain all the
reasons why your product or service is better than any your competitors
can provide?
And what if you could tell them about a special offer that’s
available for a limited time so that they feel compelled to respond to it
immediately?
In a way, it would be as if you were having a private conversation
with a thousand, ten thousand, maybe even a million “hot prospects,”
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explaining to them your product, touting its advantages, and presenting
your unbeatable offer.
Oh, and one more thing . . . you could have that “private
conversation” with people all over the country at the same time.
In essence, that’s what direct-mail marketing is all about—reaching
out to large numbers of individuals or companies with a targeted,
carefully crafted message that you put right in their hands.
And it works! Direct mail has been proven to be an extremely
effective way to build and maintain just about any kind of business. In
fact, many multimillion-dollar businesses have started with little more
than an idea and a sales piece.
Now you too can begin to take advantage of this premier approach
to advertising to build your own business. You just have to learn the
proven techniques that can make your cash register ring. And I’ve
outlined them for you here in the pages of this book.
My Life in Direct-Mail Marketing
I’ve spent my entire adult life in the direct-mail field. Over the years I’ve
strategized and executed thousands of direct-mail campaigns. I’ve
seen companies make hundreds of millions of dollars as a result of
meticulously planned mailings.
And the techniques that worked for them can do wonders for you.
Whether you want to mail only 500 pieces or you’re ready to run a
nationwide campaign of 100,000,000 pieces—I’ve done it all. And this
book will teach you all the secrets of direct-mail success I’ve gathered
over the years.
But let me start at the beginning. My first experience with direct
mail came when I was just 19 years old. I was a young entrepreneur with
big dreams, manufacturing rock-climbing holds (the fake rocks you
bolt onto a wall to practice rock climbing). My “manufacturing facility”
was a small workshop in my parents’ garage.
I was selling hundreds of these fake rocks through my friends, but
I had big dreams. I wanted to get them into retail shops.
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So I bought a list of 100 stores that I thought were good prospects
to carry my rocks. Then I wrote a one-page sales letter and stuffed it
into an envelope with one of my brochures. After licking the stamps and
dropping the mail off at the post office, I sat back, waiting for the phone
to start ringing off the hook.
So how did my first campaign do?
It completely bombed—not a single phone call! How could things
have gone so wrong? Needless to say, I was extremely disappointed.
And so my first experience with direct mail was similar to that of so
many others: an unsuccessful campaign. For a while I even believed as
many others do: that direct mail just doesn’t work.
Now that I’ve sent out hundreds of millions of sales letters and
generated countless leads and customers, I can look back on my first
campaign and laugh. Knowing what I do now, it’s obvious to me that I
did everything wrong.
First, I got the list of names I mailed to from an unreliable source.
So I could have sent my sales piece to people with no interest in rock
climbing. Or the names could have been so old that the addresses were
no good any more. Second, knowing nothing about writing sales copy,
I prepared a very short letter, deluding myself into thinking I could
convince people to buy $150 worth of rocks in just two paragraphs.
And those two paragraphs were just bad, focusing on the features of my
rocks, not on their benefits. (I’ll explain more about that in Chapter 2.)
Fortunately, that wasn’t the end of the story for me. I didn’t give
up on my direct-mail campaigns for my rock-climbing-hold business. I
kept testing different methods until I found a few that worked. And as
a result, I ended up selling over 4,000 fake rocks!
Now, you may be familiar with the saying, “Be careful what you
wish for.” Success doesn’t always turn out to be what we expect, and
after a few years of working in my own sweatshop, I decided that
manufacturing rocks was not the business I wanted to be in after all.
So I got a job working for a large financial publishing company that
had been built upon a highly creative and successful marketing program.
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This was my opportunity to learn a lot more about direct-mail
marketing and see firsthand how a company could use it correctly to
gross over $100 million.
I’ve been immersed in direct-mail marketing for over 15 years now
and have worked with a huge variety of clients in many different business
niches. I’ve sold everything from courses on the benefits of drinking
eight glasses of water a day and how to train your bird to do tricks,
to technical software, real estate investments, financial investments,
continuing-education courses, health products, diet programs, medical
professionals, and even wholesale clothing. Just about anything you can
think of can be profitably sold through the mail.
I made some mistakes along the way—especially at the beginning.
But I learned from all of them, and soon I was helping companies grow
from small start-ups to multimillion-dollar businesses through the
direct-mail campaigns I ran for them.
I’ve created this in-depth guide to help save you from making the
same mistakes that I made and to show you the techniques I use every
day to generate millions of paying customers and countless qualified
prospects for my clients.
Direct-mail marketing works for just about any business area.
Whether you are a small-business owner, an information marketer, a
software developer, or a small retail business owner . . . whether you
have an auto-mechanic shop, own an insurance business, run a beauty
salon, or even if you just know you want to get into business but you
don’t know what it is yet . . . whatever it is that you do or want to do,
learning the strategies of direct mail will help you be more effective
and profitable with your marketing efforts. I’m going to show you how
direct mail can be used for any market . . . in any business . . . and in
any economy.
To get started, I want to give you a few examples of market niches
in which I’ve seen direct mail work extremely well.
The first is the publishing business. Over the years I have worked for
a number of different publishers. The largest was a financial publisher
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that sold over 700,000 financial educational courses for $195 each (do
the math on that one!).
The largest mailing I ever sent was for this publisher—tipping
the scales at just over 5.7 million pieces! A paper mill in the state of
Washington had to ship 36 boxcars of paper down to Los Angeles
where my commercial printer was located . . . just for this one
mailing.
In addition to his flagship product, this publisher sold a variety of
books, courses, and newsletters. There were years where this business
generated over $100 million in sales—and 95 percent of the revenue was
initiated through direct-mail campaigns.
I’ve used this same type of direct-mail marketing to sell information
for a real estate information marketer. If you have never explored
information marketing or the amount of money you can make with it,
you should! A real estate client of mine made over $100 million in one
year, and then did it over again in multiple years.
I used the exact same direct-mail marketing methods that I used
to sell millions of financial courses and information on real estate to
promote a clothing wholesaler. The mailings worked so well for this
business that I was mailing out over 50,000 pieces every other week! All
based around selling clothing!
I’ve worked with clients in just about every niche you can imagine,
and most of them developed highly successful and very profitable
companies that make millions each year, all through the right use of
direct-mail marketing.
You May Have Heard . . .
There’s a lot of talk you may have heard that the United States Postal
Service is in trouble and snail mail is a thing of the past. I’d like to
address this issue before we go any further.
Yes, the USPS has some big issues and prob lems to deal with, but
they are not going anywhere. They are here to stay!
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The fact is, direct mail is alive and booming, even in today’s
economic downtrend. The Postal Service is seeing a 5.8 percent increase
in the amount of money being spent on direct mail. A whopping $47.8
billion was spent on direct-mail advertising in 2011. The numbers
were predicted to be larger than that in 2012. Studies indicate that
consumers received 5 billion pieces of direct mail in 2011, compared to
3.6 billion in 2010. The 2012 numbers were expected to show another
large increase!
SourceLink, a top marketing agency, reported in 2012 that nine
out of ten of their clients named direct mail the medium that was best
equipped to help them reach their marketing objectives. In March 2013,
Target Marketing’s Seventh Annual Media Usage Forecast survey of
B2C U.S. marketers reported that the marketing channel that delivers
the best ROI for customer acquisition and retention is direct mail.
And these findings work across generations. With all the talk of
using email or social networking for marketing, a national survey by
ICOM found that in the 18- to 34-year-old demographic, direct mail was
the preferred way to learn about marketing offers.
And people love receiving mail. Epsilon surveyed nearly 5,000
customers and found that “U.S. consumers report an emotional boost
from receiving direct mail, with 60 percent agreeing they ‘enjoy checking
the mail box for postal mail.’” People have a great connection with
mail. It’s personal, tangible, and, if done right, can be highly targeted
to individuals’ specific interests. The Epsilon survey also revealed that
people reported that information received through postal mail was
“more trustworthy” than information received through other channels.
And even neuroscience backs up these findings. Using functional
Magnetic Resonance Imagery (fMRI) scanning to study brain response,
researchers at Bangor University in Wales found that “greater emotional
processing is facilitated by the physical material than by the virtual. The
‘real’ experience that the physical media provides means it’s better at
becoming part of memory. It generates more emotion, which should
help to develop more positive brand associations. The real experience
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is also internalized, which means the materials have a more personal
effect, and therefore should aid motivation.”
The bottom line is that this type of advertising really works. Small
businesses and entrepreneurs make millions each year from direct
mail. Even online businesses use direct mail to drive buyers to their
sites, including Google, which uses direct mail to get companies to
sign up for their AdWords program. And direct mail can work for your
business, too.
Now It’s Your Turn
I don’t care if your business is small or large. If you take what I’m
about to reveal to you in this book and use it, I fully believe that
you’ll see similar results in your own business. Most won’t make $100
million in a year, but I wouldn’t be surprised if you increase your
business tenfold.
The same strategies work whether you own an auto repair business,
have a kitchen supply store, run a publishing company, or sell face
cream. It doesn’t matter what type of business you are in. Direct-mail
marketing can make your business grow!
The following chapters are going to show you—step by step—how
to build your business with direct mail. These are the same techniques
I’ve been using successfully for 15 years. You’ll learn how to easily
acquire new customers and grow your business. And you’ll learn how
to communicate with your existing customers and get them to give
you more repeat business. I’ve also created a special website for you
that includes sample sales pieces, direct-mail reporting examples,
gifts, and access to some great resources. You can access it at www.
TheDirectMailSolution.com.
Before we proceed, I think it’s important to take a moment to
introduce marketing guru Dan S. Kennedy, my mentor, friend, and this
book’s co-author. Dan is a best-selling author, speaker, direct-response
marketing consultant, and copywriter who has been creating winning
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direct-mail campaigns for more than 30 years. His insight and advice
makes an invaluable contribution to this book.
And now, on to The Direct-Mail Solution. Growing your client base
and getting repeat business from your existing customers—this is how
direct-mail marketing can turn any business into a gold mine.
—Craig Simpson
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