Monthly Archives: October 2011
There’s a funny thing about mass mailings; they don’t usually generate a massive response. Most postcards that are mass mailed go unnoticed and unread. That’s okay. Even ½ to 3 percent response may be enough to generate an acceptable return on your investment.
What if you could increase that response rate by a couple of percentage points? That would mean more response, more business, more money… ahh, life would be good!
To be relevant to as many prospects as possible, your postcard message must be generic or broad. Unfortunately, generic messages generate the worst response rates. It may seem counter intuitive, but to increase response from a mass mailing, you must create a message aimed at fewer prospects.
In other words, if you are a Chiropractor, don’t send a postcard that looks like a Chinese Menu with a mind-numbing list of services and choices trying to appeal to everyone.
Remember, getting your money’s worth from a mass mailing is not measured by how may words you can fit on a 4 x 6 postcard.
Here is an example of how a Chiropractor can limit his message and get a better response
1- SEGMENT THE MARKET:
- Tried Chiropractic Treatment and currently have a Chiropractor
- Tried Chiropractic Treatment and were not satisfied
- Those who know nothing about Chiropractic Treatment
- Those with occasional pain
- Those with chronic pain all the time
- Those who are pain free and want to stay that way
- Those who deal with pain by using medication
- Those preferring treatment without medication
2- PICK ONE SEGMENT
Those who have chronic pain and want relief without medication
3- IDENTIFY A PROBLEM RELEVANT TO THAT SEGMENT AND OFFER A SOLUTION
Chronic Pain? I Offer Pain Relief Without Medication!
Free, No Risk Consultation – If I Can’t Help You, I Will Tell You The Truth
Perhaps only 20% of the Chiropractor’s mass mailing will have chronic pain and want to deal with it without medication. If he mails 5000 postcards, he will be speaking only to 1000 prospects. If only 2.5% of the 1000 respond, that’s 25 calls. Not bad.
This process can be used for any business.
1- Segment the market
2- Pick one segment
3- Identify a problem relevant to that segment and offer a solution
An auto insurance agent might target drivers with a good driving record who are not getting the discounts they deserve.
A home remodeling company may target those who want to save on energy this winter and offer storm window replacement.
In both cases, a specific offer directed to only a segment of the mass mailing will result in a higher response rate.
Apply the 3 point process to your business and send us the results. We’ll give you our opinion with no obligation.
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