1. This site uses cookies. By continuing to use this site, you are agreeing to our use of cookies. Learn More.

[Proof of concept] Direct mailing to restaurants with a bad website...

Discussion in 'Offline Marketing' started by Maruk, Oct 12, 2015.

  1. Maruk

    Maruk Power Member

    Joined:
    Jun 15, 2009
    Messages:
    562
    Likes Received:
    899
    Home Page:
    Hi guys,

    Today I've send out 50 direct mail pieces to local restaurants with a website that I rate <6.
    My reasoning here is that these business at one point in time acknowledged that having a website is important.
    But at one point they got sloppy, not interested in maintaining it.
    So my sales letter deals with a few things:
    - Objections to a new website: Too expensive, too time consuming, too technical. Each of these I reject in the letter.
    - I show them(with synonyms and stories) that having a bad website is destroying potential clients trust. If I am referred to a restaurant to check it out I always check their website, either for the address or for the menu or for the prices or reservations. Either way, if am landing on a out of date, bad website I am very much inclined to not go this place.

    So here is what I did:
    - I scouted a few of these bad websites, see what is the common theme here; turns out a lot of theme are just old and neglected. Most of them are paid for and not DIY pieces
    - I came up with possible objections to having a new website, see above
    - Hand wrote my sales letter(draft)
    - Put it in Word(piecing it together)
    - Scraping local yellow pages for all the restaurants in the area
    - Rated all the website 1-10
    - Send out the letter to 50 restaurants with websites <6

    Next:
    - Follow up with 2 emails (5 days apart) and one final phone-call

    My goal:
    - Proof that this works by setting 2 appointments, making 2 quotes and getting 1 approved.

    Bonus:
    - I offered a one month no strings attached deal where after getting a quote approved I will create the website and let them use it for one month. I will only invoice them if there are 100% satisfied. BUT only if they set a meeting within 7 days of receiving the letter.

    I'll keep this updated with events that take place.
    IMG_20151012_123118.jpg
     
    • Thanks Thanks x 2
  2. BassTrackerBoats

    BassTrackerBoats Super Moderator Staff Member Moderator Jr. VIP

    Joined:
    Mar 10, 2010
    Messages:
    17,306
    Likes Received:
    31,763
    Occupation:
    Selling CPA Sites
    Location:
    Not England
    Home Page:
    I like the handwritten greeting card envelope with an actual stamp as opposed to a Pitney Bowes mark... that is going to increase your opens a lot.
     
    • Thanks Thanks x 1
  3. Maruk

    Maruk Power Member

    Joined:
    Jun 15, 2009
    Messages:
    562
    Likes Received:
    899
    Home Page:
    Thanks, I agree, I suspect it is worth the extra 30mins!
     
  4. Zenka

    Zenka Regular Member

    Joined:
    May 30, 2009
    Messages:
    273
    Likes Received:
    202
    Location:
    Europe
    I can vouch that this method works. Doing the same thing, but not only with restaurants. Constantly sending e-mail to companies with crappy websites offering a new design. Most reject my offers (most of them think my service is too expensive, altough I charge less than an average website maker..), but sooner or later I always land on a deal.
     
    • Thanks Thanks x 1
  5. sam3724

    sam3724 Jr. VIP Jr. VIP

    Joined:
    Nov 12, 2012
    Messages:
    1,757
    Likes Received:
    432
    Gender:
    Male
    Occupation:
    Internet marketeer
    Location:
    ***BHW***
    All the best OP. I did try this with the old reputation management method and was successful to some extent.
     
    • Thanks Thanks x 1
  6. tomas9929

    tomas9929 Newbie

    Joined:
    Oct 11, 2015
    Messages:
    24
    Likes Received:
    0
    How it works? What's your earnings?
     
  7. LoftPower

    LoftPower Elite Member

    Joined:
    Feb 23, 2015
    Messages:
    3,185
    Likes Received:
    407
    Good luck to you on this. I can not wait to see what your outcome is.
     
    • Thanks Thanks x 1
  8. Ste Fishkin

    Ste Fishkin BANNED BANNED

    Joined:
    May 14, 2011
    Messages:
    2,058
    Likes Received:
    8,214
    You have already messed up. You're not going to attract cheap, pain in the arse clients who will want everything for sod all and they want it yesterday.
     
    • Thanks Thanks x 1
  9. gogetsum

    gogetsum Newbie

    Joined:
    Oct 23, 2013
    Messages:
    13
    Likes Received:
    2
    Good idea! I've always found restaurants hard to get in contact with. Good luck!
     
    • Thanks Thanks x 1
  10. Maruk

    Maruk Power Member

    Joined:
    Jun 15, 2009
    Messages:
    562
    Likes Received:
    899
    Home Page:
    So we're 24hours after they have probably received the letter. Not a sign of life yet!
    But I keep pressing on, two days from now the first follow up email will be sent.
    We'll see what happens.

    Maybe you're right(hope not lol), time will tell!
     
  11. Ste Fishkin

    Ste Fishkin BANNED BANNED

    Joined:
    May 14, 2011
    Messages:
    2,058
    Likes Received:
    8,214
    Small businesses value several things higher than price:
    1. Quality of work
    2. Trust
    3. Time

    Deliver on those things and you could charge $1000's more than your competitors and they won't bat an eye as long as you find the right client.

    If they are price concious when pitching, run like fuck.

    There is a difference between "this needs to be as cheap as possible" and "what sort of price will this cost", there is a skill you need to develop to weed out the people unqualified to deal with as clients.
     
    • Thanks Thanks x 1
  12. Maruk

    Maruk Power Member

    Joined:
    Jun 15, 2009
    Messages:
    562
    Likes Received:
    899
    Home Page:
    So far no response to my letter yet. Today I followed up with the first email asking them if they received it.
    Straight away I got 2 responses: 1 restaurant is out of business and 1 is already in the midst of updating their website.
    If there will be no response next week, I will send out a second batch of 50 letters to the next 50 restaurant to get a sample size of 100 letters (will do this probably regardless the responses).
     
  13. kunnu

    kunnu Regular Member

    Joined:
    Jun 28, 2015
    Messages:
    217
    Likes Received:
    34
    Home Page:
    very nice idea, I bookmarked your thread in my BHW folder.

    Going to make a envelop, book with price, etc and send it to hotel/etc for making a website for them at $100 only.. ;)
     
    • Thanks Thanks x 1
  14. taseerali99

    taseerali99 Jr. VIP Jr. VIP

    Joined:
    Nov 5, 2011
    Messages:
    169
    Likes Received:
    9
    Home Page:
    Really like this idea. Can you share your experiance now i mean if it's gonna be successful or not, here or in pm doesn't matter
     
    • Thanks Thanks x 1
  15. forethan

    forethan Regular Member

    Joined:
    Oct 5, 2012
    Messages:
    352
    Likes Received:
    79
    Location:
    France
    So what's the news Maruk?
     
    • Thanks Thanks x 1