A Company With An Animal In This Logo 94 Auto Repair Advertising – Direct Mail – The 5 Step Survivalists Guide

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Auto Repair Advertising – Direct Mail – The 5 Step Survivalists Guide

On the surface it would appear direct mail, as a staple auto repair advertising strategy, has long since seen its heyday. Twenty or thirty years ago, a store owner might send a few letters and expect a response. Today, among thousands of other advertisers, the return on investment has made many wonder if their message got lost in the mail.

During our regular monitoring process we ask each of our clients: “What response do you usually see from your posts?” The answers have become more predictable, as almost 94% say they send posts every time, or not at all, as they see almost no response.

That’s not too surprising. Ask any group of business owners in any industry, and you’ll likely get roughly the same answer.

What’s surprising is that the remaining 6% report seeing anything from a 9% to 22% return on their direct mail. What makes those repair kits so important?

The answer is simple: They don’t stay in one post.

The retargeting apps that are seeing the highest return rate, in almost every case, use a series of posts with a clear message and a timely call to action.

Before I continue, I’d like to clarify something: the direct mail I’m referring to is for new business development. These are the letters that the shop owners send to make the car count up. Mailings to existing customers is a completely different animal, and we’ll cover that category a little later.

Marketing Automation – 5 Steps To Breathe Life Into Your Direct Mail

1: Use Postcards. Postcards do not need to be opened. A letter needs time to open, open and actually read. Therefore, a letter will, almost 10 times out of 10, end up in the recycling bin. Unopened.

An even better advantage is that postcards cost less to make and mail. In some cases you can save over 75%!

2: Have a Clear Message. Use the Target Capture Builder. With each post the message you communicate must be clear.

Remember the kiss? Keep It Simple, Stupid. Less is more when getting your point across.

Also, your headline should address some kind of concern that your prospective customer has. Don’t be afraid to be a bit extreme. People respond to the idea of ​​life or death situations.

Example: “What Happens If Your Brakes Fail? Is Your Family Safe?”

3: Make ’em an offer they can’t refuse. Value Supply. Many people are hungry for money. So many companies offer so little in return that when one actually does, customers are almost programmed to ask, “What’s the catch?”

He has no catch. Be honest, open, and full of value.

A good idea would be to give them something free with no strings attached. But be careful! Don’t offer something that will cost you more time and money than it’s worth. The trick here is to find the hidden value, the mystery gem your new customers will convert. It must also be easy and low cost to produce.

Example: I’ll never forget Les Schwab, the tire guy from my childhood in Oregon. This guy is crazy enough to offer “Free Beef With All Your Fresh Meat!” Who in their right mind would do that? To this day, I can’t tell you how well the beef fits with the new tires. But even though I haven’t been back to Oregon in 15% 2B years, I remember Les Schwab and always think of him when I see a set of tires.

4: Have a Call to Work. Create a Time Sense By creating a sense of urgency, you create a sense of scarcity in the recipient’s mind. And by having a call to action, you give them a clear message of what they must do to take advantage of what you have to offer. Example: “Limited Time Only: Free Brake Tests For All Vehicles Before (DAY)” Just remember to give your prospective customers enough time to pick up the phone!

5: Don’t Pull the Trigger Just Once… You Need to Keep Shooting! Just like the scenes on COPS where a guy is wigged on crack and has to be shot 50 times before he comes down, the same can be said for the American consumer. In almost every advertising example, frequency, clear communication, and repetition are the only 3 elements that will work. But they must be used together. Having a clear message and sending it all at once doesn’t cut it. (Which is like a flesh wound to the cracks in the head. He will not even feel it.) You must have a clear message and send it many times to the same people.

Try this program:

1st post – Provide a time-sensitive message and invitation for people to invite/enter (aka Call to Action)

Second post – 15 days later. Have a “sorry we missed you” feel to it, and maybe offer extra encouragement to coax stragglers out of hiding.

3rd post – 15 days later. Be brave. State “Last Chance!” “Offer Ends Soon!” Don’t be afraid to be a bit extreme.

4th Post – 3 to 5 days after the deadline. This last post will have more of a “Congratulations! You won the second prize!” feel to it.

Notice: After each post you MUST remove the respondents from the list. Sending them ads for the same offer after they’ve already signed up is not only annoying, it’s expensive. Why Does This Work? Multiple posts tend to make people feel that your offer is more valuable. A single post is easily dismissed as a potential fly by night gimmick, and will more than likely end up in the trash.

By repeating your offer, and adding extra, time-sensitive pressure, you help emphasize the importance of your message.

Beyond just increasing your overall return, multiple posts reinforce your app’s credibility in the eyes of local car owners.

Auto-Renew Campaign End Notice: How Much Should I Send? If, for example, you are currently hitting 1000 homes and you are unwilling or unable to send the same number in multiple posts, consider reducing your list.

You will do better sending 250 homes in a series of direct mail instead of sending 1 to 1000 mailings.

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