There’s something personal about reading something in print, as opposed to just seeing it online.
I want to talk to you about ways to get them, keep them, and give them the ultimate experience using mailing tactics.
You ever doubt the power of postcard marketing?
See, my good friend Josh sent out close to 5,000 postcards in his fitness marketing campaign. It ended up producing him around $15,000 worth of clients. Not a bad deal, because it only cost $2500 to make and send out those postcards.
So where do you begin?
You always start with a compelling headline. We want to ask questions that provoke curiosity.
“Can it really be true that people in this program are losing so much weight? This guy lost 97 pounds.”
You go on to say, “And furthermore, we guarantee results, and we’re offering you a free test drive of our service.”
The formula works: headline, compelling sales copy, a hook, an irresistible offer, urgency, and scarcity. Those are the components of a good marketing campaign, a good piece.
Direct mail is a powerful way to do things. But you need to know who to send your mail to if you want results.
You can go to InfoUSA.com or InfoCanada.ca. This is where all public information is sold. If you look for, say, consumers, you’ll find them listed here.
You can say, “I’m looking for consumers within three to five miles of my location,” or “within this exact zip code,” or, “within this city”.
Let’s say you look for females 28 to 58, with a household income of $65,000, and we want to make sure that they don’t live in an apartment. They have enough money to afford and buy a home.
You say, “Hey, show me these people in Tempe, Arizona.”
It says, “Well, we have 574 addresses available for you. They’re women. They live in Tempe, Arizona, ages 28 to 58, with Household income of $65,000+.”
By the way, you could even check off categories like lifestyle and hobbies. You might input, “Who has interest in weight loss or fitness?”
What does that mean? That means, within the last twelve months, they purchased weight loss products, pills, potions, powders, belts, or fitness equipment. They have an interest in getting in shape.
Isn’t that a pretty targeted list? That list of 574 addresses is under $200.
Now, what you could also do is say, “Hey. I want to run a print ad.”
Advertise in a publication in your community that goes to people’s homes, not just their driveways. Here’s why: any publication that ends up on the driveway ends up not being read. It’s just how it is.
The biggest scam you’ll see is when they say, “Hey, come advertise in our magazine. It’s only $400 a month for a full page ad.”
“All right, well what’s your distribution?”
“Gosh, we go to 76,000 homes.”
“Cool. What’s your means of distribution?”
“We just throw it on their driveways.”
What do you do when something’s on your driveway? You roll right over it. You’re better off going into 20,000 homes and delivering through the mail. Can you see the difference?
You want to market in magazines that specialize in high-end services, such as granite countertops, kitchen/bathroom room remodeling, paved or stamped concrete.
Just talk to your clients and say, “Hey, what magazines do you get delivered to your house on a weekly or monthly basis that advertise these particular products or services?”
Remember, you want to advertise to the affluent. That’s your market for print ads.
So right across the top, you might roll with a title like “Weight Loss Consumer Alert.”
As the reader flips through the magazine, they see your ad and they stop and read, “Chino Hills fitness trainer discovers the ultimate fat loss and body toning workout!”
To any doubters, you say, “Hey, here’s proof.” Then you display social proof, people like Joyce and Amy who found amazing results with your programs.
The copy goes on to say something like, “Hi, my name is Kara. I’m the fitness trainer here at Chino Hills Fit Body Boot Camp.” “I’m offering a 21-day rapid fat loss program. It’s only $67. It expires in October. Oh, and by the way, when you register for this deal by October 15th, you also get a $50 gift card to Sprouts.”
Of course, you add, “Results guaranteed, or you don’t pay a dime.”
These are all benefits of your program. Not features.
You want your ads to include a star, a story, and a solution. In this particular ad, she’s the star. The story is that you’ve discovered a faster way to burn fat (your 21-day rapid fat loss program). The solution is that you want them to try it out for only $67.
See, what this does is it addresses the skepticism that the consumer has. Maybe they feel they were let down by another fitness business, or maybe they failed to find a method that works for losing weight.
People around town know about you and what you charge. They might object to your $200-$300 prices.
They just want you to say, “Hey, I will remove all risk and give you a test drive.” It’s like when you go to Starbucks and they give one of those little plastic caps of coffee. They ask, “Here, you want to try it?”
If they ask you to try a sample, you might just say, “You know what? I’ll take it.”
In your fitness business, prospects don’t want to commit to a long-term program. They want a sample of what you have to offer before they sign any membership contracts.
That doesn’t mean you change your programs. You shouldn’t be cheap.
But when you market something like a 21-day rapid fat loss program, they know there’s a beginning and an end. Nothing indefinite.
You remove the time factor. You remove the commitment to a lot of money. You guarantee it and remove all risk.
Then you say, “By the way, get on board before October 15th and we’ll give you a $50 gift card to the place you shop at.”
Now is that an irresistible offer or what?
Don’t be afraid to pay that $1200 for a full-page magazine ad that goes in the mail, into their house, and on that kitchen counter. That’s much better than paying $400 for an ad that ends up on the driveway.
An ad in a magazine that ends up on the driveway or in grocery stores in that little free, take-one bin would not have the same results. That same ad in a magazine that caters to high-end homes, going inside the mail, will bring results.
Committed to your success,