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Marketing Strategy 13: Use Letters, Not Brochures

August 31, 2016Tam Le

There’s an old marketing lesson I want to tell you today because it’s very relevant to your business and your future financial success.

This lesson has been responsible for generating hundreds of millions of dollars’ worth of sales. It completely revolutionised how many products and services are sold.

But looking at my mail today, it’s obvious that many business, especially services like carpet cleaners, have still never heard about it.

This is great news for you.

Why?

Because once you start using what you learn from this lesson, you will have a huge competitive advantage.
Let me explain…

Almost every person in the world divides their mail into two piles.

The first pile contains personal letters, postcards, and envelopes that look important.

The second pile is for materials that obviously sell something. Things like brochures, catalogues, flyers, etc.

Much of the time, the second pile gets tossed in the trash without so much as a second look. After all, nobody wants to read junk mail.

The lesson: If you want to get your advertisement read, you need to stand out from the junk mail people throw away.

This leads us to two important conclusions…

Why You Should Avoid Using Brochures

The first conclusion is that you should avoid using glossy 4-colour brochures like every other business.

These brochures immediately shout out ‘This is a sales message’.

Once someone thinks you are trying to spruik them something, your ad is more likely to end up in the trash.

This is true even if you are offering something that the person might need.

Not only that, brochures are expensive. They cost an arm and a leg to print and if you need to make changes, you can’t edit them quickly.

So what should you do instead?

Why Letters Will Get You Better Results

This brings us to our second conclusion. If you want to get your advertisement read, it’s a good idea to make it look less like junk mail.

One of the easiest ways to do that is by using a letter. Here’s why…

  • Letters look and feel more personal. People think of brochures as sales, but letters as information.
  • Letters are inexpensive. You can print a letter at home or in your office. You don’t need a printing house.
  • Letter can be quickly changed and updated. This allows you to test different approaches and offers to find out what works.

Now, you may be thinking letters are old-fashioned. But the truth is that since the rise of the Internet, people are more likely to read letters. That’s why you should use them for your business.

TODAY’S TASK: Develop a Direct Mail Plan

Today’s task is about familiarising yourself with the preliminary steps involved in sending direct mail in Australia.

  1. Decide who you are going to send your letter too. Are you going to contacts existing clients or new leads? If you plan to go after new leads, you may want to get an address list from a company like AML.com.au. Alternatively, you can address each envelope ‘to the homeowner’ and deliver it directly to their mailbox.
  2. Work out your costs. Direct mail is not expensive, but there are still costs involved. You need to budget for postage costs, printing, etc.
  3. Get familiar with Australia Posts latest guidelines on direct mail. You can check out these guidelines here: http://auspost.com.au/business-solutions/direct-mail-marketing.html

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Course Navigation

  • Marketing Strategy 01: Goal Setting
  • Marketing Strategy 02: Clients, Not Customers
  • Marketing Strategy 03: Discover Direct Response
  • Marketing Strategy 04: A Wealth of Knowledge
  • Marketing Strategy 05: Model Successful Ideas
  • Marketing Strategy 06: Unique Selling Point
  • Marketing Strategy 07: A Cash Flow Surge
  • Marketing Strategy 08: Direct Mail Alive & Well
  • Marketing Strategy 09: Never Use Bait & Switch
  • Marketing Strategy 10: Raise Your Prices
  • Marketing Strategy 11: Have a Big, Bold, Solid Guarantee
  • Marketing Strategy 12: Get In The Newspaper
  • Marketing Strategy 13: Use Letters, Not Brochures
  • Marketing Strategy 14: 3-Step Letter
  • Marketing Strategy 15: Tell the Whole Story
  • Marketing Strategy 16: Don’t Be Boring
  • Marketing Strategy 17: Lifetime Value
  • Marketing Strategy 18: Networking
  • Marketing Strategy 19: Find Your Niche
  • Marketing Strategy 20: The Front End
  • Marketing Strategy 21: How To Get Business Contracts
  • Marketing Strategy 22: How To Get A Flood Of Clients From Yellow Pages Even In Today’s Online World
  • Marketing Strategy 23: Turn Your Website Into A Sales Machine
  • Marketing Strategy 24: You Are Not Your Client
  • Marketing Strategy 25: Dealing With Bait & Switch
  • Marketing Strategy 26: Creating Content If You’re Not A Writer
  • Marketing Strategy 27: Become A Trusted Expert
  • Marketing Strategy 28: Why You Really Advertise
  • Marketing Strategy 29: Don’t Be An Advertising Victim
  • Marketing Strategy 30: Learn Marketing Yourself
  • Marketing Strategy 31: Why Test, Test and Then Test Again
  • Marketing Strategy 32: Partnering With Real Estate Agents
  • Marketing Strategy 33: How To Make Even MORE Money From Real Estate Referrals
  • Marketing Strategy 34: Meet The Host And The Beneficiary… Also Known As…“The Joint Venture”
  • Marketing Strategy 35: How To Successfully Advertise In The Newspaper
  • Marketing Strategy 36: How To Spread Your Marketing Message
  • Marketing Strategy 37: Skyrocket Your Business With Celebrity Endorsements
  • Marketing Strategy 38: Know Your Value
  • Marketing Strategy 39: This One Simple Word Can Make Or Break You
  • Marketing Strategy 40: Reasons People Fail
  • Marketing Strategy 41: How To Remove Mental Garbage
  • Marketing Strategy 42: Your Success Is Dependent On This One Action…
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