If you are in business for yourself, you must constantly be on the lookout for hot marketing and great examples of well written sales copy.
Today, it happened.
In Calgary where I live there is a shameful shortage of well written marketing material. Business owners scared of actually doing something that gets results - and a minuscule number of people who actually understand the direct response business (sad for a city of a million people! - but also a good opportunity for helping them learn).
Imagine my surprise when I opened the perfect direct mail envelope (white #10 - return address without a name - looks very much like personal mail)... and it came from a furnace company!
Headline: 'Troy, Are You Thinking About Replacing Your Furnace?'
(hint: why can't you replace replacing your furnace with your business and send out the same headline to your prospects? Also note, my name was in the headline - very good way to improve your response)
Subhead: I'll buy you dinner at the Keg Just for Letting Me Give You A Quote - But Only If You're One Of The Next 20 People To Call...
BRILLIANT!
A furnace company using direct response... wonderful to see.
So, what does Troy do?
Phones the owner of the company of course :o) !
And he is happy to share his results so far...
1,500 mailed - 25 bookings - already!
So, let's assume they get 50% of the bookings as signed contracts - 13 sales - the average furnace would bring in (I would guess) $1,000 profit.
If my math is correct - $13,000 profit on a mailing that cost $1,500 MAX... and the results will not be final for a few more days... AND... if they do it right they will send out the exact same letter to the same list and will see approx 50% response of the first mailing.
Then they do it again - and again - until it no longer makes them a profit.
Based on their initial response - I would expect them to get 25 furnace installs (or more) - at $1k each = $25,000 from a mailing that costs them $4,000 in the end.
How many times would you invest $4,000 to see a return of $25,000?
As many as possible I would hope.
So if this works for a furnace company - it WILL work for you. No excuses will be accepted.
And if it *will* work for your company - what's holding you back?
