Although not nearly as prevalent as it was over 15 years ago (mainly because very few people utilize direct mail to build their business) over 95% of the offers I do receive in the mail (I am on quite a few DM lists) are pure garbage. While I can’t teach you how to do this correctly in just one blog post, here are seven things NOT TO DO that will hopefully save you a ton of money and frustration:
1. Mailing To The Wrong List
Let’s face it, if you’re a vegetarian like me and someone mails you an offer on the 5 Key Secret Ingredients and techniques to making the world’s best hamburger, you’re going to throw it in the trash. So why would anyone blindly mail an offer out using Every Door Direct Mail or compiled lists? You’ve got to target your audience.
2. Using Peel & Stick Labels
This is a dead giveaway that reads, “Junk Mail” especially when those labels have a tracking code on them. Either hand address or write a sales letter that has the recipients address showing through the window of an envelope.
3. Stuffing Multiple Offers Into One Envelope
Another dead giveaway for junk. You wouldn’t promote 3 different opportunities with one email message or Social Media post, so why would you do it in direct mail? Yet, people have done this since the eighties and it never gets results. You’ve got to stand out, grab attention, and take your reader from one step to the next. This is a bad start.
4. Mailing out low-quality printed material that screams “Poor Xerox Copy”.
If it looks like junk, it is and will get tossed. Make sure your material is professionally printed and looks good.
5. Not sending out enough information
A one page flyer describing your company’s product and the fact that your prospect can make a ton of money in the latest ground floor opportunity with the hottest compensation plan since sliced bread isn’t going to cut it. It will get tossed. One exception: A properly designed postcard that gets prospects into a funnel for more information.
6. Sending out too much info
You’ll go broke quickly. Let’s face it, there has to be some balance between how much and what you send and at what stage. In your initial stage your list is going to be large. From my experience, it takes a package costing upwards of $7 to be effective in recruiting. My mailings are fifty to seventy five thousand pieces a month. If I spent $7 on all those unqualified prospects, I’d be broke fairly quickly. The key is to send out just enough to get someone interested, narrow down your list, and then only send qualified prospects the full enchilada.
7. Using your company’s literature as your initial and main mailing piece.
It won’t work. Again, you need a multi-step approach to filter your list, and once you get to the second (or maybe last step) you’re going to need a systematic approach that establishes a relationship with your prospect, gains their trust, and compels them to sign on the dotted line.
So how do you do it right and build a sustainable, profitable funnel?
Direct Mail is an art and science that involves many variables. Testing and tweaking each one independent of the others is a must. Surely you have received junk email and similarly, junk mail in your mailbox. If you have any experience with online lead capture pages and the funnels prospects go through before they sign up, direct mail is similar. In fact, direct mail came first (long before the Internet) and working marketing techniques were ported over to the web (granted, for a while sending out a ton of spam worked but it no longer does).
If you haven’t already done so, check out the sidebar on this page and subscribe. More detail coming soon on how to do this right, along with a course titled, “Your Inbox Is Full But Your Mailbox Ain’t: How To Sell Anything (Including Your MLM Opportunity) By Direct Mail With Virtually No Competition.” Subscribers get free tips and first crack at the course when it’s released.