On Monday we will have our weekly Sales Inspiration telecall (for details, click here). Our topic is Drip Mailing – how they work, why they can work – and how to make them work for you.
This could be a half day topic, so any ideas that those on the call have can be posted as a comment. Let’s get a dialog going on this long standing marketing method that has continued to work over time.
People are finally (whew!) realizing that email is so overused and so often not valued – many times it goes into a spam folder or who knows where – it doesn’t bounce back – but you never really know what happened. Someday soon I believe we’ll have a “guaranteed” email service (or services) available and that will solve the issue. Until then, good old fashioned snail mail is the way to go.
Why 3 letters then a phone call? For starters, using a drip marketing program forces you to create a plan of action. This is something many of us don’t do naturally. You plan your campaign, execute, and follow up. Marketing pro Laura Lake lists four steps to this.
I would add that your letters should be brief and to the point. They should be of interest to the reader, and address helping to solve or reduce their pain points. So, don’t write it about how your service does this, and that, and the other thing. Write about what the reader would want to read and relate to – and then want more.
Include a brochure or other promotional piece – just don’t make the letter one big promo piece. Think as a consultative solver, not a seller. What would get you to talk to someone you don’t know? Offer proof of your value and mention endorsers sporadically through the campaign. It should be easy for people to understand what you do, what you offer, and how you can be of service.
Join us on our brief, 21 minute call on Monday and learn more! If you miss this one, join us the following week for a different topic – we do them all year long.