Several years ago, a clothing retailer in Baltimore figured out how to save his family-owned store from the big giants like Wal-Mart that were moving into the neighborhood. What did he do?
He wrote a letter. By hand. He wrote it on a yellow legal pad, embellished it with circles and asterisks, underlined key sentences for more emphasis, and drew in some cute little coupons.
Then he ran off a few hundred photocopies, on the same yellow legal pad paper, and sent them to his best customers.
Marketing under the radar
This funky letter did the trick. Loyal customers flocked into his store the following weekend, and his immediate cash-flow problems were solved.
After that he instructed his employees to gather the name and address of everyone who bought anything in his store. Now he regularly sends out interesting, creative mail to his list–not just for the holidays and new seasons, but practically every month. At least.
His business is thriving, even did well during the past 12 months when so many businesses have been hurting.
His name is Bill Glazer, and you can look up his book on Amazon, Outrageous Advertising, if you want to read more about how he did it and see a copy of the fateful yellow letter. But there’s another point I want to make.
We’re in the digital age, and you should be putting some effort into making Twitter, FaceBook, websites and email work for you. But you’re a fool if that’s all you do. Here’s why.
Everyone gets mail, and at the very least they have to physically handle it in some manner before it ends up in the recycle pile. I can’t think of a better way to come in under the radar, and get right up in front of potential clients while everyone else is fighting for attention in cyberspace.
Get this right one time, and you’re set for the rest of the year
If you can come up with an eye-catching, creative mailing, you’re going to reach your prospects in a way that many of your competitors aren’t even trying to do.
And the beauty of it is that you only have to do it once. You don’t need to post a Tweet every half hour and spend your evenings on FaceBook. You don’t need to come up with a new blog post every day. Once you have a proven mailing campaign, you can tweak it a little and send it out month after month, possibly for years.
Now I’d like to introduce you to the man who can help you.
My friend Gonzalo Tapia runs A Plus Mailing, a family business that has been around for more than a quarter of a century. Gonzalo’s company has survived multiple recessions, and he’s helped other businesses do well when the economy wasn’t.
Gonzalo knows his stuff, from how to do a mailing that gets results to saving a few bucks on printing and postage. And now he’s put together a special guide so you can be direct-mail savvy, too.
You can’t find this anywhere on the Internet today, but we might give you a free copy. If you ask nicely.
There’s a good chance you’ll be able to get the guide from his website in the future, but in the meantime Gonzalo is doing me (and you!) a great favor. He’s giving me permission to offer a draft of his book to select friends and readers.
This isn’t something you can just download off a website. This is strictly a friends and family deal. It won’t cost you anything for now, but you have to ask for it. Call me or send an email with “direct mail guide” in the subject line if you want a copy.