People underestimate the power one great letter can have for their business. I’ve had several people call me or email me, to ask for my opinion on a direct mail campaign. Most of the time, they’re so worried about how it looks, that they don’t bother to really worry about the offer.
I recently spoke at the Coral Ridge Country Club in Ft. Lauderdale for a group of entrepreneurs, at an event called BIG Breakfast. When I explained to them, that 40% of the success of a direct mail campaign is the offer, they looked at me as if I had two heads. I continued on to tell them that another 40% is the list they’re mailing to, and the final 20% is the creative. What do most people spend their time on? Of course, the fun stuff… the creative.
A common problem we encounter is that most businesses don’t understand the science behind direct mail.
To a critical and untutored eye a great direct mail letter doesn’t look like much. It looks simple, which is much more difficult to achieve than something sophisticated – a word that in this context usually means corporate gobbledygook. The critic reading the direct mail letter is rarely a member of the target audience so, naturally, the letter doesn’t resonate.
If you’d like to read some great examples of how simple letters work very well, visit my recent Forbes article:
Hope you’ll pick up an idea or two for your own business. Let me know how it works out.
If it weren’t for the kindness of one old man at a Burger Heaven many years ago, I might never have had the courage to start my own business. It was a very scary and exciting time in my life. I left my high paying corporate job to start my own business in my living room.
Our agency in South Florida
Most people thought I was out of my mind to leave the security of a great job (with a son to support and parents in need), but I went with my feeling anyway. Besides I did think that someone “upstairs” was watching over me and telling me to take a chance. In order to win BIG, you have to risk BIG. Walking away from that fancy corporate job was the best decision I’ve ever made.
Dianna Huff, my dear Twitter friend, contacted me recently to tell me she was compiling an e-book featuring 23 stories of women (including me) who have gone after their dreams. The book was created to inspire women to overcome obstacles and fears in order to live their best lives.
This book will inspire you!
These extraordinary women are from all walks of life including accomplished entrepreneurs to a triathlon participant who experienced a debilitating accident. The commonality among these women is that they said “Yes” to dreaming big.
All of the proceeds from her book will be donated to the Girls Fight Back foundation. GFB provides personal safety and self-protection education to women and girls across the world.
Please support my friend Dianna and the Girls Fight Back foundation. To purchase the book, please visit her site: profitablefemaleconsultant.com
It will be the beginning of good karma for you too, as this has been a labor of love. To learn more about the extraordinary women featured in this book, please visit them on their websites linked below: