Hi Guest!
Facebook
Twitter
Google+
LinkedIn
YouTube
steamasterlogo
  • Home
  • Equipment
  • View Courses
  • Contact Us
  • My Profile
  • Log In
Back to Steamaster Carpet Cleaning Equipment

Marketing Strategy 08: Direct Mail Alive & Well

September 1, 2016Tam Le

With so much emphasis on Internet Marketing these days, it’s easy to get the impression that traditional strategies like direct mail and print advertising are obsolete.

This is simply not true.

In fact, these strategies are now working better than ever before… and this is fantastic news for your business.

Let me explain…

A few decades ago, direct mail was a very popular way to generate new leads for a business.

This meant that almost everyone was using it. There was a lot of competition to get attention, which reduced response rates and pushed up costs.

But today, things have changed.

Many businesses are using online methods only.

This means potential leads do not receive as much direct mail, which in turn significantly increases the chances that your letter will be opened, read and responded to.

Even better for you, the carpet cleaners that still use direct mail, are not using it correctly for a number of reasons.

First, they are unaware of what kind of direct mail gets results. They use outdated or ineffective strategies like short flyers that generate a poor response.

I’ll discuss flyers in another lesson. However, for now, just note that to be effective direct mail must include the following information, which will rarely fit on a small flyer…

  • An irresistible offer – what do people get if they buy from you?
  • A great headline – what can you say at the top of the letter to get attention?
  • An exciting introduction – how can you start your letter in a way that gets the reader excited?
  • A list of benefits – what does your service do for the prospect?
  • A call to action – how can the person contact you?
  • A deadline – your letter must include some way to get the prospect to act now.

Second, many businesses send their direct mail to the wrong people. Even the best direct mail letter in the world won’t work if the reader doesn’t need your service.

For example:

If you send an offer for carpet cleaning to a suburb full of run-down houses with junk tossed in their front yard, you WILL probably get zero response. That’s because there’s a high chance that people who don’t take care of their homes, don’t want carpet cleaning.

Many carpet cleaners I talk to have made this mistake. In fact, it is so common that avoiding it is the focus of today’s task.

TODAY’S TASK: Get Clear On Your Direct Mail Audience
  1. Imagine your ideal client. This person should want your service and be able to afford it. What does their home look like?
  2. Think about where your ideal client lives. Look at a map of your area and write down the suburbs where you think your ideal client lives. Are you willing to travel a little further to service more affluent areas with residents who have the cash and the inclination to keep their carpets pristine clean?
  3. Keep a list of these suburbs. Use it as a reference when you plan a direct mail campaign. Test and measure: if your budget accommodates for distributing direct mail to one suburb at a time, plan out a 6-12 month direct mail strategy targeting 1 suburb per print run. Review the results of each suburb over this period – if one area generated significantly more enquiries or sales than the others, keep note of this and send another direct mail campaign to this suburb in 6-12 months time.
Download Form
You must be logged in to post a comment.

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…
The world’s first online carpet cleaning academy, giving you all the inside secrets to making money in the carpet cleaning industry.
Facebook
Twitter
Google+
LinkedIn
YouTube
Instagram

Quick Links

  • Home
  • Equipment
  • View Courses
  • Equipment Training

Contact Us

6 Reservoir Avenue, Greenacre SYDNEY NSW 2190 Australia
Email Us
Privacy PolicyTerms Of Use
© 2016 Steamaster Academy | All rights reserved

Template 1 : Orange

Template 1 : Violet

Template 1 : Red

Template 1 : Yellow

Template 2 : Orange

Template 2 : Violet

Template 2 : Red

Template 2 : Yellow

Facebook Ad : Version 2

Facebook Ad : Version 1