Q: Why is it so important to send mail to a list of conference attendees versus an interest list I already have?
A: The best list of prospects is either “buyers” or people who demonstrate that they will go out of their way to learn more. A person who pays money to attend a conference is a buyer. A person who travels across the country to stay in a hotel and spend several days learning more has gone out of their way. They are a much hotter prospect than someone who filled out a form on a website.
Q: Why direct mail? Why not email a pdf?
A: There are several reasons that are referenced in the video. I recommend watching it again or for the first time if you haven’t seen it. Here are quick answers: Direct mail gets a higher open rate than email. Physical marketing pieces have much higher value to the recipient.
Q: Isn’t direct mail outdated?
A: No. There are lots of reasons why this is not the case. I go into many of those reasons in my book, Marketing Battleground. There are too many to list here but I’ll make this point: Digital technology is obviously great; but think about the convention. A whole bunch of people physically traveled across the country to attend a conference. You may be one of them. Why not just do a webinar with a ton of speakers with vendors listed as links below the webinar window? Because it’s not nearly as powerful.
Q: Can’t I just do this myself?
A: If the list is available you could. And even if it was, most sponsors/vendors/speakers say they will – and they don’t. Plus your cost may be 10 times our program.
Q: But there are other competitors in this program. Wouldn’t it be better if I did it myself?
A: Even if you don’t care about the 10X extra cost, and you actually were going to follow through, there is some value in being listed with other industry resources. A recipient of your “solo” mail piece may not be interested in your offering at the moment. When this is the case, they throw out your communication. They will NOT remember your organization. When you are listed with other industry resources, the prospect may hold on to the communication for a while because they are interested in something else from a slightly different category. Then when they pick it up again later, there your company is again, and now they have interest in what your business offers. And, you don’t want to be the competitor NOT in the program.
Q: Can’t we just give our profile or best pitch instead of a Q&A?
A: Please don’t take this as sarcastic – have a chuckle with me. Here you are, reading our Q&A. Why do you think that is? Because it’s interesting. There is something in the human brain that leads people to want the answer to a question in front of them, even when they didn’t ask it.
Q: Who are you? Why can I trust you?
A: Google me, Kenny Atcheson. My book, Marketing Battleground, is here on Amazon. If you have my book or find information about me you will see that I teach and preach TRUST. It is by far the most important when it comes to success principles in anyone’s personal and business life.
Before you place your order read this: Our Q&A format is the best way to get the attention of the recipient instead of sending straight sales pitches, mottos, or profiles. It keeps the piece interesting instead of having 4 pages of ads. You can use an exact question that you commonly get or make one up that you think should be answered. Just make sure that between the question and answer you do not go over 140 words. You can type them onto a word doc and get the word count there or use an online word counter. After placing your order you will be asked to send us your 100 words and/or 14 lines including spaces.
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