High Impact Vs. Drip Marketing

You can't argue with the success of the Dan Kennedy model for getting people to act when they have been sent 3 to 5 letters or more explaining an offer.

However, I have used HIGH IMPACT techniques with some success, that is, sending a package that cannot be ignored, i.e. a football, a pair of boxing gloves, a custom newspaper artice, an award, a custom fortune cookie, etc.

Has anyone tested the HIGH IMPACT vs. Drip marketing for getting people to call on an offer?

Millard Grubb

Originally Posted by Millard Grubb

You can't argue with the success of the Dan Kennedy model for getting people to act when they have been sent 3 to 5 letters or more explaining an offer.

I can argue with it....

I don't think it applies in all circumstances. One of my businesses deals with new homeowners and every person in my area that purchases a home gets mail from us.

They get the advertisment one time. The frequency is not nearly as important as the timing in this case. We hit them when we know they are looking for our products.

We've tried multiple mailings a few times and it's never been cost effective for us.

Originally Posted by Millard Grubb

However, I have used HIGH IMPACT techniques with some success, that is, sending a package that cannot be ignored, i.e. a football, a pair of boxing gloves, a custom newspaper artice, an award, a custom fortune cookie, etc.

Has anyone tested the HIGH IMPACT vs. Drip marketing for getting people to call on an offer?

In my custom furniture business, we build high end home offices and entertainment centers and pretty much anything custom that our customers need.

We do no advertising at all. We have a handful of contractors and designers that we work with that constantly bring us more business than we can handle.

But, the end user of our products is rarely the contractor himself. It's typically a couple with a multi-million dollar home.

Those people we want to keep around for future business and since they've often spent tens of thousands of dollars on our stuff, we can afford to do whatever it takes to let them know we want their future business.

6 months after their work is completed, we send them a $100 package from www.brownies.com with a nice little note "just checking in" to make sure our product is everything they expected it to be and to see if it needs any adjustments of fine tuning.

Even if we don't do any more work for them at that point, almost everyone calls us back to thank us for the brownies.

We make sure that when they need something else, or when they know of someone looking for something custom built, that we are unforgetable.

The chances of them going with someone else are close to zero.

So, to answer your question, I think there's a time and a place for each method of advertising but one shouldn't be compared to the other as far as effectiveness.

Jim

Thanks for your input.

I think timing is important. However, when someone gets a big package {Like Brownies} it is VERY HARD to ignore.

Additionally, if the work you are doing is HANDS DOWN the best in the state, then, people talk.

Thanks for the idea of sending brownies, it rocks!

Millard

Originally Posted by Millard Grubb

I think timing is important. However, when someone gets a big package {Like Brownies} it is VERY HARD to ignore.

Here's what we send....

https://www.brownies.com/products/se...hanted&x=0&y=0

It's not just "hard to ignore", It's totally unforgetable.

They even ship in leather & suede boxes.

Here's a little money saving tip for anyone who wants to try it out....

Go through the shopping cart process but don't complete the transaction.

The next day, you will get an offer from them offering free shipping on your order to try them out. (that only works once)

Jim

[Ankesh]

Hi Millard,

Thanks for asking.

I've experimented a little. But never split tested high impact vs drip mailing together to promote the same product...

Some ideas and suggestions:

Whenever you can - always always try to use "props" in your mailings.

Even if you are mailing to 5000-10000 people or more - you can always send say a pen. Or a coin like Gary Halbert does. Or a fake note.

These things always increase response.

If you use inexpensive props - you can also follow up with 2-3 more letters... drip mailing.

If you're just looking to contact a specific person - you can't miss with Jim's idea of sending brownies. I usually surprise people with cakes - and it has worked very well - have got a few un-approachable people give me a call long distance!

Fedex boxes work very well too.

So does fake newspapers - framed.

If you know a person likes reading - books are always appreciated.

I haven't tried portable-DVDs yet - but you can get them very cheap now a days. Send your message in a portable DVD instead of in a letter...

Another thing - mix the means of communication. Very few people do this. After sending a letter - follow up through phone. Or after talking on phone - follow up with a thank you card. This works wonders.

[Glenn]

Doug Sells 7 figures of Perfume in Canada,
He gives it away at Charity Parties,
His freebies get you to pay Manana,
His buyers are millionaire smarties.
(When women run out of perfume they b u y MORE.)

Dear Millard,

Thanks for raising a topic dear to my wallet.

Ankesh is 100% Correct.
Hit them from all directions to GRAB their attention.
NOBODY else does this. So you break thru - above the crowd.

Here's what works almost 100% to reach any affluent business owner or CEO you can think of.

#1 - You call up and say, "Your bosses' book, speech, workship, audiotape, ideas have made me SO much extra money. (You put sad/funny in your voice.) That I am forced to send you and him some Thank you gifts.

I've got Diamonds as big as your fist for you.
Dark chocolate for you.
Sugarless Candy bars for you.

ALL kinds of stuff for him.

WHERE do I send it? What is your name - so I can send it to your attention. So you get 1st DIBS. AND tell me something about your FAVORITE deserts, foods, books, music, movies...

#2 - You write a Thank you letter to Alice and her boss - separate letters. And mail the stuff.

#3 - You call Alice to double check that everything got there OK.

#4 - You Email Alice a wacky Thank You card.

#5 - You Direct Mail a letter with some NEW ideas. Ideas in his or her industry - from other countries. And end by saying, "You can call me to discuss these ideas. Or I can contact you thru Alice."

#6 - Then you call Alice. She hands the phone to the boss. IF the boss hasn't called you already.

Glenn

P.S. - You KNOW you get a "YES" when you call to BUY something. Another slam dunk works if they've written a book. You call and buy books for some of your best VIP customers. Get time to talk your way to the author and owner.

=========================
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Here's a link to information
about my 5 Favorite GRABBERS
to send by mail or use face to face:

WARNING - These Grabbers make both women and men
Act Kinda, sorta Drunk and High. Which is WHY they're so
effective in sales situations.

http://archive.enchantednlp.com/products.php?id=8