Greetings Flooring Dealers!

In the last installment we discussed why sequential marketing is a powerful tool for maximizing your returns from your marketing list.  Now we’ll discuss how to set up a multi-step campaign.

A standard 3-step sequence I use frequently goes like this:

Step 1  letter:  Sent on day one of the campaign.  Has an offer and a deadline.

Step 2:  Sent two weeks later to everyone who did not respond to step 1.  Repeats offer and deadline.

Step 3:  Sent two weeks later to everyone who did not respond to step 1 or 2.  Repeats offer and deadline.

It’s not necessary to write a completely new letter.  I’ll simply change the headline and the greeting.   Here’s a sample:

Step 1:
Headline:  “Get Every 4th Room Of Flooring Free!”

Salutation:  Dear Friend, Hi my name is Jim Armstrong and I bend over backwards and walk on hot coals to give my clients World Class Service.  (See enclosed testimonials.)

Body:  Benefits, offer and deadline.

Step 2:
Headline:  “I Still Want To Give You Every 4th Room Of Flooring Free!”

Salutation:  Dear Friend, Two weeks ago I sent you a letter offering you every 4th room of flooring free.  I haven’t heard back from you, and I didn’t want you to miss out on this amazing offer, so I’m sending you this 2nd letter.

Body:  Re-state benefits, offer and deadline.

Step 3:

Headline: “It’s Still Not Too Late To Get Every 4th Room Of Flooring Free, But I Must Hear From You Soon!”

Salutation:  Dear Friend, I’ve sent two letters offering you every 4th room of flooring free, but I still haven’t heard back from you.  So in hopes that you’ll take advantage of my special offer I’m sending you this 3rd and final letter.

Body: Re-state benefits, offer and deadline.

Some dealers are worried that this is too aggressive, that you’ll get lots of complaints, that you’ll irritate people, etc.  Nonsense.  I have been using sequential marketing for over 15 years (and teaching my clients to do the same), sending out hundreds-of-thousands of pieces, and I’ve only received a tiny handful of complaints. In fact, I’ve gotten far more compliments from prospects and clients on my marketing than complaints.  I’ve also generated a lot of money using this strategy.

In the next installment we’ll discuss a strategy for increasing the effectiveness of a multi-step campaign.

 

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!