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Offline Mailers That Get Results: The 8x8 System

Discussion in 'Offline Marketing' started by hispdcha, Jul 17, 2011.

  1. hispdcha

    hispdcha Regular Member

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    I've been working on my offline company and I think I'm ready to start sending out some mailers to local businesses. I started with a simple design, but I wanted to get some input before I actually printed anything.

    • Has anyone here done a strong offline mailing campaign?
    • What type of things actually got people to call you?
    • What would make you call me if you saw it on my post card?
    • What calls to action would warrant a response from you if you were a small business owner?
    • How can I stand out from all the other junk mail in their mailbox?

    I am a real estate agent and my company uses mailers all the time. We get a ton of business from them and it's well known in the real estate industry that farming a neighborhood of 5k to 10k with mailers can bring you some nice business if you are consistent with it over a year or so.

    Since I am asking for advice I thought I would share a very popular mailing program we use as real estate agents. It's called the 8X8. It's a program where you grab 8 people from your mailing list each week and contact them once a week for 8 weeks. 8 people each week for 8 weeks = 64 people contacted once a week for 2 months. By the time the program is over, they WILL remember your name. Real estate is all about branding, and this program ingrains your brand into their heads.

    Here is how the real estate program works and possible ways to make it work for SEO:

    Week 1: Simple postcard with stong call to action.

    Real Estate Example: We send out a postcard of homes we recently sold within a week of listing them. There is a huge SOLD on the front and it's super eye popping. On the back it tells them to call for a free market analysis with contact info.

    Possible SEO Example: I was thinking about putting together a postcard telling businesses I could give them a free site evaluation. However, I think they probably get 100 of these a month in their email box, so how can we stand out?

    Week 2: Trifold mailer with local market information.

    Real Estate Example: Local real estate statistics and the best performing brokerages in our area, (we are #1).

    Possible SEO Example: Send a mailer about the benefits of Local Search and generating new business. Maybe some statistics of how many people search for local businesses for their industry. Put a case study in there so they can see we are already helping other businesses.

    Week 3: Mailer asking for referral business.

    Real Estate Example: Most real estate agents business is reliant upon referrals from friends, family, past clients. This letter uses testimonials from past clients stating how they refer everyone to our company they know that needs a real estate agent.

    Possible SEO Example: Let them know we pay a fee for an SEO referral and enough referrals would pay for their campaign or something to that effect.

    Week 4: The FORD phone call.

    Real Estate Example: This is self explanatory, you call and talk to them about their family, occupation, recreation, and dreams. It's called the FORD method. How's the family? How's business? Do anything fun lately? If you could have the perfect home what would it be? This gets them to open up about themselves and it makes the whole conversation centered on them.

    Possible SEO Example: Same concept. How's the family? How's business? Do anything fun lately? What would more business do for your dreams? Wouldn't it by nice to buy little Timmy and Alice a new bike for Christmas? Get them thinking about their family and dreams, and how they need more money to get there.

    Week 5: Personal Written Note

    Real Estate Example: Let them know you enjoyed talking on the phone if you got a hold of them. Make it personal. If they have a family birthday coming up, or an anniversary tell them happy birthday or remind them of the anniversary. A personal handwritten note isn't seen everyday, and many people react well to this note.

    Possible SEO Example: Same thing, tell them you enjoyed talking to them on the phone. This could also be used to tell them you refer all your friends to their business and how you just love to go to their business. I don't know what else to use here, but I know a personal note would go a lot farther than another piece of print mail.

    Week 6: Strong call to action trifold mailer.

    Real Estate Example: We send out a letter pointed at buyers. Telling them we have the best buyers agents in our area with statistics to back it up and then push them to go view homes on our websites. It has screen-caps of our websites and we use a forwarded domain so we can see if people are typing in that forwarded domain to track the results.

    Possible SEO Example: Build a case study page online and use the mailer to direct them to this page. Showing them results would be a strong way to build trust.

    Week 7: Education mailer.

    Real Estate Example: We mail them somthing educational about real estate like how to get your home ready to sell or why you need to get pre-approved for a mortgage before you can buy a home.

    Possible SEO Example: Educate them about social media, pay per click, and organic search results. Tell them how many people use those three mediums and how we can help them get more traffic to their site. What do you think would be the best thing to educate small business about? Not sure about this one.

    Week 8: Face to face meeting if possible or another phone call.

    Real Estate Example: We invite people out to coffee or lunch. This is only for our past clients and it works really well. If they aren't past clients it's another phone call. This phone call is more centered the business. We talk to them about the market and homes that are selling in their neighborhood. People are really interested in homes selling in their area, so they are usually responsive to this phone call.

    Possible SEO Example: Go to their business and introduce yourself. Bring some more informational material on your business and maybe a short video burned onto a DVD showing them where their competitors are in the search results compared to where they are. I'm thinking a phone call to setup the meeting and then stop by and blow them away with some great marketing pieces. Keep it short but powerful.

    I'm just brainstorming here so any insight on what you guys think would be much appreciated. I don't know if this will work for building offline clients, but it works great for real estate marketing.
     
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    Last edited: Jul 17, 2011
  2. dougkpga

    dougkpga Newbie

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    I was thinking of doing a send out cards sequence to local businesses. Its like an autoresponder but sends a real postcard. It is also mlm but i am not recruiting, it is a good product at a good price.
     
  3. hispdcha

    hispdcha Regular Member

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    Offline mailers work well if you have a good call to action. I'm trying to come up with some stuff this week, I'll post back with my first mailer to get some feedback. Hopefully I can help everyone here create a nice 8x8 SEO mailer system for clients. :)
     
  4. oxonbeef

    oxonbeef BANNED BANNED

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    Bookmarked will be back later. Busy!
    You're on the right track from a quick scan.
    Some good info there.
    It's surprising how many people confuse offline with online.
    I think you have the jest of online marketing to offline businesses.
     
    Last edited: Jul 18, 2011
  5. KraftyKyle

    KraftyKyle Jr. Executive VIP Jr. VIP Premium Member

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    Great post man! Thanks for contributing! I'll analyze it more later this evening. Looks to be some solid information though.
     
  6. Swag+Luxury=PlayBoy

    Swag+Luxury=PlayBoy BANNED BANNED

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    Yeah these look good.. Online marketing is my favorite but some of these could work
     
  7. oxonbeef

    oxonbeef BANNED BANNED

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    Hey Krafty, Now and then members make a gem of a post. This guy gave
    solid info.
     
  8. jkrillah

    jkrillah Junior Member

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    I just cold called a couple of local businesses today maybe I had a bad day, but I got MANY rejections.. I dont mind cos the more rejections, the sooner I get a close :D And its more fun for me now to get rejections over being lazy :) But I cannot see a company taking action on a mailing if they get 5 calls/week. Its still the same shit they get offered. Ok maybe some will read it and think "nice they dont call me first but send something in the mail" but they can think on their own and whatever you offer them for a price they know they┬┤ll have to pay and the results are questionable in this area of business. 90% of seo companies never deliver what they promise. So what I would do if I was you and I was scared of the telephone :D is this:

    Rank a site high on google for DENTIST/PLUMBER/CONDOS/WHATEVER YOURCITY.

    Offer them to get listed for free.

    Deliver free leads. After 2,3 leads call and ask if they want to keep getting Leads for $$$/Month or /Year :) I am confident in this case you will get very high response rate to your mailing :)
     
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  9. albaniax

    albaniax Elite Member

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    1 thing I really DID get - Being PERSONAL with them. I just started more seriously, and I have only talked about business all the time with them.

    As of writing articles myself to describe simple internet marketing, I'm already some steps ahead. Same as prasentations, animoto.com videos. They feel like they get real information, and we are not just trying to sell to exactly to THEM.

    If they think they are one of some more customers, they think "Hey, a lot of businesses just like me are using their service. There needs to be s.th., let's try it out why not. Good arguments."

    Only thing I'm missing is, an testimotional like "PeachTree SEO" has, where they went down to the local business and let them talk how they got more customers.

    This is a problem for me, because I only have nation-wide clients atm. I'm going to targed now only next-big-cities. In the end when they start ranking, it will be definitely worth to go there and film their business.

    Until then, build brand and work on happy customers :)

    Also, see here this idea fits in in this thread, aswell: Offline Affiliate System