Ahhhh... finally something worthwhile in my physical mailbox today.
If you are in business for yourself, you must constantly be
on the lookout for hot marketing and great examples of well
written sales copy.
Today, it happened.
In Calgary where I live there is a shameful shortage of well written marketing material. Business owners scared of actually doing something that gets results - and a miniscule number of people who actually understand the direct response business (sad for a city of a mil1ion people! - but also a good opportunity for helping them learn).
Imagine my surprise when I opened the perfect direct mail
envelope (white #10 - return address without a name - looks
very much like personal mail)... and it came from a furnace
company!
Headline: "Troy, Are You Thinking About Replacing Your
Furnace?"
(hint: why can't you replace replacing your furnace with
your business and send out the same headline to your
prospects? Also note, my name was in the headline - very good way to improve your response)
Subhead: I'll buy you dinner at the Keg Just for Letting Me
Give You A Quote - But Only If You're One Of The Next 20
People To Call...
BRILLIANT!
A furnace company using direct response... wonderful to
see.
So, what does Troy do?
Phones the owner of the company of course :o) !
And he is happy to share his results so far...
1,500 mailed - 25 bookings - already!
So, let's assume they get 50% of the bookings as signed
contracts - 13 sales - the average furnace would bring in (I
would guess) $1,000 profit.
If my math is correct - $13,000 profit on a mailing that
cost $1,500 MAX... and the results will not be final for a
few more days... AND... if they do it right they will send
out the exact same letter to the same list and will see
approx 50% response of the first mailing.
Then they do it again - and again - until it no longer makes
them a profit.
Based on their initial response - I would expect them to get
25 furnace installs (or more) - at $1k each = $25,000 from a mailing that costs them $4,000 in the end.
How many times would you invest $4,000 to see a return of
$25,000?
As many as possible I would hope.
So if this works for a furnace company - it WILL work for
you. No excuses will be accepted.
And if it will work for your company - what are you waiting
for?
Get writing those sales letters.
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