One of the most successful direct response marketing legends doesn’t use email and insists that people call or fax him to get his response.
I’m talking about the great Dan Kennedy.
But don’t be misled for a minute: Mr. Kennedy is one of the smartest and most up-to-date sales people around, and he refuses to treat email inquiries on principle.
Why?
Because you value your time.
See, he knows that people won’t think as much about writing an email as they do about writing an actual physical letter, a fax, or what they’ll say over the phone.
There is a certain level of dedication and seriousness to the way people perceive a physical card 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 arrived in that medium. , and therefore the mail was less “important”.
We rarely receive physical spam these days (usually just spam flyers and promotions), so it takes longer to go through your less crowded mailbox, making physical mail a much more “prestige” 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 of your prospects, and once they turn to customers, send them upsells and high-ticket product promotions in physical mail.
Two unbelievably awesome 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 guessing what’s inside! Great direct response marketers know this and use that excitement to get attention and create a special kind of buzz 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 unmatched level of curiosity in your reader. Classic Mr. Halbert example: If your sales letter features real estate, you’ll want a small plastic bag full of dirt and talk about that in the letter and tie it to what you’re selling, or attach a $1 bill to the beginning 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 hold back in today’s crowded markets, and there’s nothing like the curiosity that drives physical mail to really make you stand out like a nun in a brothel.