How to Sell Anything to Anybody Ch 10

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Questions and Answers

What is considered a major challenge when using mail to contact prospects and customers?

Ensuring the mail is delivered on time

Getting the recipients to open and read the mail (correct)

Selecting the right type of paper for printing

Finding appropriate mailing addresses

What strategy is suggested to increase the chances that mailed materials are read?

Including a personal note on the outer envelope (correct)

Using bright colors and flashy designs

Utilizing bulk mailing services

Sending materials only once a year

According to the passage, what common phrase do people say when they come home regarding mail?

'Did you send out the letters?'

'Was there any mail?' (correct)

'Have you paid the bills?'

'Is there anything important in the mail?'

Why might salespeople feel discouraged about mailing despite its potential value?

They believe recipients are no longer interested in mail Signup and view all the answers

What common item do most people look forward to receiving in the mail around the holiday season?

Christmas cards Signup and view all the answers

What is the main reason for using different color and shape envelopes in mailings?

To catch the recipient's attention and avoid being discarded. Signup and view all the answers

What type of message does Joe Girard typically send in his holiday cards?

Merely a friendly greeting with no sales pitch. Signup and view all the answers

Why is it important not to send mail at the same time as bills?

To create a positive association with receiving mail. Signup and view all the answers

What is included in the birddog recruiting kits that Joe Girard sends out?

A small stack of business cards and a cash incentive. Signup and view all the answers

What is the suggested approach for sending out regular mail to prospects?

Use first-class postage and unmarked envelopes. Signup and view all the answers

Who does Joe Girard consider to be the best prospects for future sales?

Satisfied previous customers who have made significant purchases. Signup and view all the answers

How does Joe Girard ensure that his name is remembered in the households of his customers?

By sending 12 personalized messages throughout the year. Signup and view all the answers

What type of approach does Joe Girard advocate for effective mail campaigns?

Creating genuine, engaging content that resonates with recipients. Signup and view all the answers

When thinking about effective marketing via mail, what mistake should be avoided?

Sending out mail without first-class postage. Signup and view all the answers

How does Joe Girard feel about the use of routine third-class postage?

It diminishes the chances that the material will be opened. Signup and view all the answers

Study Notes

Effective Use of Direct Mail

Direct mail remains a valuable tool for contacting prospects, despite the prevalence of junk mail.
Getting mail read is crucial to its effectiveness; simply sending it isn't enough.
Personal notes on mailings, even those seemingly generic, increase the likelihood of being read.
Many salespeople underestimate direct mail's potential.

Designing Effective Mailings

Create mailings that are interesting and unique to avoid being discarded as junk.
Use different sized and colored envelopes to attract attention.
Avoid identifying your business on the envelope; create intrigue.
Craft messages that are engaging and create a positive impression.

Sample Mailing Strategy

Send 12 different pieces of mail per year using unique designs, colours, and shapes
Personal messages should be simple, pleasant and non-salesy
Each piece should showcase a creative design and appropriate artwork.
Examples given include: "Happy New Year - I like you" (with business information), "Happy Valentine's Day - I like you" (with business information) etc

Timing is Key

Avoid sending mail on the first or fifteenth of the month to avoid coinciding with bills and other mail.
Target sending mail at times when recipients are likely home or thinking about their mail.

Leverage Existing Customers

Prioritize nurturing existing satisfied customers as they are potential repeat buyers.
Use holiday cards or other special occasion mailings as a cost-effective way to maintain contact.
Craft mail items to suit the occasion and target existing customers based on previous purchases.
Tailor and customize mail for different occasions to maintain contact

Return on Investment (ROI) Analysis

Mail campaigns can be effective with creative and useful information within mailings.
Creative, useful mailings can be highly cost-effective, generating substantial sales (e.g., $30,000 from 50 creative pieces).
Direct mail is an excellent investment in a customer base, enabling brand recognition and customer loyalty.

Practical Application

The tips provided can apply to various businesses, including energy management, appliance sales, jewelry, clothing, and travel.
Examples of personalized direct mail: "How-to" tips, articles from local news and unique personalized calendars.

Importance of Personlization

Personalize your mail for maximum engagement and impactful results; don't rely solely upon generic or pre-printed mailings.
Addressing mail personally and hand-addressing each letter will produce higher quality returns on investment than mass mailers
Investment in mail-marketing is a form of personal leverage. Cold calls are less effective; mail is a more personal way to contact prospects.

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Description

Explore the effective use of direct mail in marketing, focusing on how to make mailings more engaging and less likely to be discarded. This quiz covers design techniques, personal touches, and strategic mailing frequency to enhance your outreach efforts. Test your knowledge on crafting attention-grabbing direct mail that stands out from the rest.