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The Marketing Rebel Team wrote a new post 10 years, 10 months ago
John Carlton Marketing Tips – What you are selling
In this clip from his Simple Writing System course, John Carlton helps his students understand what they are really selling is not the […] -
The Marketing Rebel Team wrote a new post 10 years, 10 months ago
Marketing Tips: How to Define Your Product
In this clip from his Simple Writing System course, John Carlton discusses how defining a product or service is essential in marketing, […] -
The Marketing Rebel Team wrote a new post 10 years, 10 months ago
Simple Writing System: Closing the Sale
In this clip from his Simple Writing System course, John Carlton talks about the psychology of selling. Selling is an inherently hostile a […] -
The Marketing Rebel Team wrote a new post 10 years, 11 months ago
John Carlton Copywriting Tip – Get Your Prospect's Attention
In this copywriting hot seat, John explains how to attract your prospect’s attention at the start of your copy. Video t […] -
Dave Mitchell posted an update 11 years, 1 month ago · updated 10 years, 11 months ago
Direct mail review please!
These are the first two letters I have for a direct mail sequence for building contractors and trades businesses. The goal is to drive them on-line or to call for a free industry report and then sell a half-day bootcamp on the back end.
First letter will be accompanied with a toy top emphasizing the “momentum” aspect:…Read more
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This is an ancient manuscript for an ad I wrote maybe 15 years ago. If you know anything about me personally, you know I'm the worst sort of pack-rat there is. I have dozens of banker's boxes in the garage stuffed with files, notes, ads and what-not--some of it going...
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John Carlton replied
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Hi Dave. Part of this depends on your current relationship with the folks you’re mailing to. If it’s a cold mailing — meaning, they don’t know you from Adam — then you need to establish your credibility more strongly. You’ve written this first draft as if you believe your reader “should” know who you are… a very dangerous assumption. If you…Read more
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Dave Mitchell replied
Great stuff, John. I will take this back and do some rework.
Thanks
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Dave Mitchell replied
OK. Version 3. Am I getting warmer?
Link: https://dl.dropboxusercontent.com/u/35667862/Marketing%20Rebel/Direct%20Mail1%262_PMR_V3.pdf
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John Carlton replied
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Hi Dave. Gosh, it’s refreshing to hear from a guy familiar with old-school direct mail terms like “Johnson Box” (which, to today’s kids, sounds kinda dirty).
Couple of things on the new versions:
1. If you do send “real money” — like stapling a dollar bill to the top of your letter — then do not announce it on the outside envelope.…Read more
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Dave Mitchell replied
Hopefully I am getting close.
I have been working on the report (now calling it a mini e-book) and ready to send out the mailer.
Here is the most recent edit: https://www.dropbox.com/s/3bq4tsafu32nkes/First%20letter%20final%20edits.pdf
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Michael W replied
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Just chiming in here, why not up your bet to “I’ll bet you $250 I can help your business generate more profits. (and here is the first in good faith)” or something along those lines.
Depends on your confidence level, but then (at the risk of sounding crass) you really are “putting your money where your mouth is” and as a business owner this…Read more
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Dave Mitchell replied
Not a bad insight, Michael. Not any different than a money-back guarantee . . .
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John Carlton replied
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All right, Dave. Time to get down to brass tacks.
1. Why are you mailing to these guys? Have you tried to reach them via the Web yet? You’re a rookie at marketing to them, and all rookies need to learn as fast and cheaply as possible if their marketing angles are working or not. Direct mail is great, an overlooked and very effective way to reach…Read more
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Dave Mitchell replied
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Before I go on, Thank You. It’s an honor to be getting insights from a legend.
Here are the brass tacks:
1. I recently did a 30 min seminar for some of the home builders Association and had everyone there give me a card asking for the same ebook that I am offering in the letter. My current clients are about 60% construction and industry clients…Read more
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Dave Mitchell replied
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The “seminar” I did was really a 30 min presentation. I am wanting to get them first into the e-book to get a measure of interest and then use that more “hot” list to get them to a paid half-day seminar. Are there too many steps? Should I just do the direct mail and promote the half-day paid seminar only?
What I thought was so clear is beginning…Read more
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Dave Mitchell replied
Yes – I already have them in the list with follow-up procedures.
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Dave Mitchell replied
The $1 bet is because of the dollar bill I plan to attach to it. . .