Recently while looking to expand my services I did something that would make some internet gurus blind with rage.
I partook in something from another era that goes against every fiber of their being.
In fact, I combined a horse and buggy form of media with an age-old practice that according to some, went out of style around 1998.
Before I tell you, let me just warn you this could induce a fainting spell, so you might have to sit down and take three deep breaths.
Okay. Are you ready?
Here goes …
1. I created and sent (via snail mail) a sales letter.
You know, that one page thingy directed at the type of client you really want to work with, printed on paper, inserted into an envelope and delivered by the U-S-P-S.
2. And about a week after these letters where delivered – by the guys in blue shorts and funny hats – I picked up the phone, and called those I addressed the letters to.
In fact, I’ve gone on a sales letter, cold-calling spree.
It’s strangely euphoric, but I’m weird that way.
But really, it was because I wanted to see if old media still works.
Plus I thought I was becoming a bit too absorbed into the internet/web/blogging bubble.
I also wanted to get back to my roots. This is how I’ve found my best clients over the years and damn if I didn’t want to try it again.
The practices above work as well as they did for me in 1998.
Now before you go and call me a luddite and tell me I’m 98.5 percent full of shit, step back and think about your own branding, marketing, and sales.
Maybe going a bit old school could be good for your business and your sanity. (I’ll tell you why below).
And fair warning: I’m no sales trainer, but I am a business owner and I know certain rules haven’t changed since guys wore gray flannel suits to work.
In fact, I would advise any business owner or marketing director to at least consider the practices in this post.
You’re probably wondering, “why in the hell even consider such foolishness?”
Many online marketing wunderkinds might say I’m crazy, but I beg to differ.
I’m a pragmatic guy and a subtle shift in operations is always good, for your business, your soul, and your sanity.
And approaching your day like an old school marketer might be the best thing ever, for several reasons …
1. Your Inner-Copywriter Comes Out.
The technology, tools and delivery systems have changed dramatically over the years, BUT what you construct in the form of words hasn’t, really.
Crafting a good letter is like a copywriting primer. If you want to sell a specific service, product or new offering and you have only that one page to make your point; you focus, and then focus some more.
You think you’ve said all you can say about your business? I betcha haven’t and your inner-copywriter will agree.
Letter writing is an art, really.
2. New Practices Spur Change.
And focused writing generates better ideas.
A letter, or a call script, or a direct mail piece could …
morph into a lead page for your website;
become the driver of an email series;
or be the catalyst for a social media campaign, and so much more.
3. Your Marketing Will Be That Much Better.
A direct, clear, highly-targeted letter makes you think; about you business, what you have to offer and WHY people should work with you. (What can I say … sometimes we forget).
It clears the cobwebs and clutter and helps you fine-tune your marketing and mission.
4. You Polish Your Presentation Skills.
Sales calls? Most dread and avoid this practice. I tag it as a form of healthful stress that helps your company grow and hones your speaking skills in the process.
The elevator pitch becomes rote.
You’ll start to laugh at rejection, and …
You will become a better speaker and communicator.
One new practice I’ve just started implementing?
Asking if they can craft a sales letter.
What can it do for you?
This little practice could provide the impetus for you to bust some major league moves and help you work up the courage to make “that” call.
All good for you and your business, and all the more reason to get busy writing your own little letter today.
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