The Direct Mail Solution by Craig Simpson

Author:Craig Simpson
Language: eng
Format: epub
Publisher: Entrepreneur Press
Published: 2013-12-17T16:00:00+00:00

FIGURE 7–4 Nelson Financial Peace, front

FIGURE 7–5 Nelson Financial Peace, back

FIGURE 7–6 Nelson Easter, front

FIGURE 7–7 Nelson Easter, back

FIGURE 7–8 Nelson Tempted Journey, front

FIGURE 7–9 Nelson Tempted Journey, back

CHAPTER 8

Expanding Your Mailing Universe

IT’S TIME TO REVISIT YOUR FACE CREAM BUSINESS.

Suppose you’ve been using direct mail to sell your face cream, and it’s been going pretty well. You found a list you like that’s updated regularly, and it allows you to mail 10,000 names at a time. Out of those you usually get a 2 percent response rate (which is very good for direct mail). As a result, each time you mail you get about 200 orders. Thanks to those orders your business is growing—but it’s growing a little too slowly for your liking.

What if you could expand your mailing universe so you could mail to 100,000 names at a time? That would mean you could get 1,000 orders even if you just got a 1 percent response with each mailing. Your business could grow five times faster!

And that is exactly the way it works. The more you mail—to the right prospects—the more orders you get. It’s simple mathematics—and a very easy way to find new customers and grow your business.

But you don’t want to mail to just any 100,000 names. The key is to find your most likely customers and mail to them.

Especially in today’s economy, most businesses are struggling to find qualified customers, and many are foolishly looking for them through the wrong medium. With direct mail, you can easily expand your pool of prospects/customers. And if you design your mailings correctly, you can do it without compromising your marketing budget.

There are a number of very effective ways to expand your mailing universe. I’ve outlined my top four suggestions here. I’ve used each to significantly increase the mailing universe for countless clients.

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