Subject line: Yes, it’s true…

Have you ever wondered just how many of your advertisements actually get read?

Americans Sort Their Mail Over A Trash Can

And Throw Out The “Junk Mail” Unopened!!  (and unread)

This is part four  in a series called, “5 Reasons Why Traditional Advertising Sucks.”

How many times have you pulled a big stack of mail out of your mailbox and stood next to the trash can, putting your bills and letters in one pile, but throwing anything that even LOOKS like junk mail into the trash?    Well, make no mistake: if you’re doing direct mail, your potential customers are doing the exact same thing with your ads.  And if you’re ads are getting thrown away unopened…well my friend, you’re out of the game before it even starts.

The TRUTH is there is enormous waste in the vast majority of direct mail campaigns.  Studies show that approximately 60% of direct mail gets thrown out UNOPENED!  In part because of this, big corporations do direct mail campaigns with response rates that are tiny fractions of one percent. You as a small business owner cannot afford this waste.  Yet when most dealers do a direct mail campaign they try to copy the “big boys,” and wind up flushing a ton of money down the toilet.

Therefore, you need to put as much thought into what goes on the outside of the envelope as to what goes inside.  If your direct mail piece gets thrown out unopened, you’re out of the game before it even starts.

The “What goes on the outside of the envelope” issue is SO critical that I’ve developed entire coaching modules for my Inner Circle Club coaching clients teaching them exactly what to put on the outside of their envelopes so they get between 87% and 99.2% of their letters opened.  These results have been statistically tested and measured.  This kind of “open rate” is unheard of with “traditional” types of direct mail.  Space won’t permit an exhaustive discussion of these techniques, but these kinds of open rates are definitely possible, and it’s what you should strive for in your marketing.

In the next installment, I discuss the “Myth of the Silver Bullet.”

 

To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”

Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!