One of the foremost successful direct response marketing legends doesn’t use email and insists people call or fax him to urge his response.
I’m talking about the good Dan Kennedy.
But do not be confused for one minute – Mr. Kennedy’s one among the sharpest and up so far marketers there’s , and he refuses to affect email inquiries as a principle.
Because he values his time.
See, he knows people won’t give half the maximum amount thought to write down an email as they are doing to writing a true physical letter, fax, or what they’ll say on the phone.
There’s a certain level of dedication and seriousness within the way people perceive a physical letter lately .
But that’s not how it always wont to be, and therefore the most vital reason for this is often … you guessed it – emails.
Think about it – 20 years ago, almost nobody used emails, so our mailbox was full (Millennials reading this – I suggest you go search “Physical Mailbox” within the dictionary), so all the spam came therein medium, and thus mail was less “important”.
Today, rarely can we get junk physical mail (usually just junk flyers and promos) so you’re taking longer to travel through your less crowded mailbox, making physical mail a way more “prestige” sort of communication., contrary to what most online “experts” would really like to believe.
And when it involves physical mail, there is no greater master alive today than Mr. Dan Kennedy, who uses it because the lifeblood of his business, and that is exactly why you ought to consider this new-old medium for your business too.
Like everything in direct response – I suggest you test interweaving it together with your online stuff –
Get physical addresses from your leads and once they address customers send them upsells and high ticket product promotions in physical mail.
Two insanely awesome features that physical mail has and emails don’t –
Lumpy mail – how exciting is it to urge some big rattling box up the mail? I mean your heart literally pounds harder just by guessing what’s inside! the good direct response marketers know this and use that enthusiasm to grab attention and make a special quite buzz around their sales letters.
Grabbers – wont to immense success by the late great Gary Halbert (and by Mr. Kennedy of course), grabbers are things you’d attach to your physical letter that make an unmatched level of curiosity in your reader. Mr Halbert’s classic example – if your sales letter pitches land property you’d need a little bag crammed with some dirt in it and discuss it within the letter and tie it in what you’re selling, or attach a 1$ bill to the highest of the letter when speaking of the financial markets, and so on.
When it involves grabbing attention and standing out of the gang , you should not pull any stops in today’s busy markets, and there is nothing like curiosity driving physical mail to actually stand out sort of a nun during a brothel.