How to Get More Leads with Direct Mail

Intro

Welcome to another Momentum 360 blog! If this is your first time with us, welcome abroad! We discuss everything virtual tours, photography and videography related! If you’re returning to read another weekly blog, we can’t thank you enough. It’s because of your loyal following that we’ve been able to keep writing these blogs and pump out as much content as possible, so thank you.

In this one, we’ll be discussing how to get more leads with direct mail. Direct mail? Isn’t that dead?

Not at all! In fact, since a lot of people have this preconceived notion that direct mail isn’t a good form of advertising, it makes it a direct opportunity to do something in your niche that no one is doing! If you do direct mail right, you can have an incredible ROI that will allow you to only invest more into this!

I recently took a trip to Costa Rica where we got to see Kevin Harrington, Daymond John, Jesse Iztler and many more speak on stage. One of my favorite presentations was this guy from New York who creates crazy ROIs for his clients using…you guessed it….direct mail. He said that if done correctly, is one of the most powerful and effective marketing tools on the planet. Very intrigued…I tried this out for myself, and I’ll be sharing my results.

There are 6 factors I’ll be outlining in this blog to ensure that your next direct mail campaign is successful:

• Offer = Once you get their attention, how do you make them a deal they can’t refuse?
• Design = How do they get their attention in the first place?
• Software = How will you send out all of these postcards?
• Niche = Who are you trying to serve? Who can you provide the most value to?
• Outcome = What’s your objective? More leads? Sales? Brand Awareness?
• Analytics = How can you track your success to do it better next time?

In the coming sections of this blog, I’ll describe in detail what we did for Momentum 360, and how you can get there yourself!

Offer

We’ve all seen the GodFather before. Remember when Don Corleone says he’ll make someone an offer they can’t refuse? This is what you need to do for your direct mail campaign!

Just so I set the stage properly, Momentum 360 does virtual tours for businesses across the USA. Our offer was simple: 25% more impressions to your website or a FULL REFUND within 1 month. Sounds like a great offer right? It gives them quite literally a fourth more website impressions than they had before, so there’s a much better chance of them actually converting more and getting new clients from this tour. On the flip side, it puts our feet in the fire so to speak, our feet being Momentum and our ability to guarantee an increase in impressions in just one month. It’s a win-win situation for the client. If the client gets 25% more impressions in a month, great! That’s what we said we would do. If they didn’t they’ll get a full refund, and still be able to keep the tour…and to be honest, they’ll probably still rack up that 25% increase in impressions in the following month or two.

This is what you need to do for your campaign. If your offer sucks, you won’t get any website visitors, let alone any calls or clicks.

To learn more about creating incredible offers, I highly recommend Alex Hormozi’s book “$100m Offers” where he goes through how to provide so much value in one offer, it would make saying no look very foolish. We’ve used this book as others have to create and execute on an incredible offer for our clients. This is a great step to getting to how to Get More Leads with Direct Mail.

Design

We’ve all gotten postcards in the mail in the form of advertisements, right? Do you remember one that really stuck out to you? No, right? Do you know why that is? It’s because the design sucks! In order to create something that’s going to convert, not only your offer has to be a grandslam, but so does your design! Take a look at what we were able to do for our postcard below:

There are a lot of goodies in here, let me break them all down:

Clear Offer = You can clearly see our offer of “25% more impressions in one month or full refund”, this gives the people you’re sending the postcard to an understanding of why they’re getting this in the first place.

Visible Website = We attached our website at the bottom of our graphic of me holding up this Matterport model to give people another CTA, if for some reason they don’t scan the QR code with their phone at first.

Stats to Back Up Our Claim = We also attached 3 key stats below our offer to bolster our claim and to have people understand that virtual tours actually work!

Eye Catching Design + Headline = Overall the postcard is sleek, very organized, and creates a sense of professionalism and that “wow” factor that makes people actually want to check out our stuff.

Clear Call to Action = The CTA that we want people to do is to take their phone, scan the QR code, and head to our landing page, where there is a video on our offer with a form + next steps on how to get started.

As you can see from this screenshot, the landing page has been viewed over 250+ times with a mobile device since we launched our campaign. The awesome news? We only sent 500 postcards, so that means we have a 50% conversion rate, which is incredible!

If you can replace your design in such a way that you can create that “wow” factor to allure your future customers to your CTA, then you’re on the right track to having an extremely successful direct mail campaign.

Software

So you have a grand slam offer, an incredible postcard design…but now you’re stuck again. How will you send out all these postcards? What’s the best software to use? We will discuss all of this.

To be honest, we at Momentum 360 have experimented with so many softwares for direct mail, and a lot of them suck. There were ones that were too expensive, didn’t offer solid features, etc. We just wanted something we can use that’s extremely easy to use, cheap, and has a lot of different features.

The software we came to use is called PostGrid. Post Grid has exactly what we need, and couldn’t be easier to use. We’re not exactly endorsing you to use Post Grid, we’re just telling you it’s the best direct mail software we’ve used so far. We’d recommend that you do your own research to see what would work best for your business model.

This is the main dashboard, where you can track an assortment of things. What I like about Post Grid is just how easy it is to upload contacts, postcards and to create your campaign. There is a test and live model bottom left of the screenshot, where you can test out certain aspects of your campaign, and then hit the “live mode” to create your order. There is also a weekly and monthly tracking system that show the reports of your direct mail spend, how many postcards you actually sent, all kinds of data that you’ll need to know.

Another nice thing about Post Grid is that you can start for $0/mo, you just have to pay for the shipping of each postcard, which is only $0.74/per postcard, up to 500 postcards per month.

Niche

This might already be defined with your business model, but if you’re not focusing on a specific niche, then you’re missing out! It’s so much better to be a master of one, rather than a jack of all trades. If you’re focusing on every single niche there is, you won’t be able to be known as an authority figure in a specific area..which means you won’t earn that many referrals or other business, because your work isn’t the best in that specific niche! It’s that simple.

For Momentum 360, we specialize in large commercial spaces in excess of 50,000+ square feet. With that being said, we could work with a school, health center, office building ,etc. So we do work with different niches, but we specialize in these larger spaces. It’s where Momentum 360 creates a better product than anyone else!

When we picked a niche for Momentum 360, we picked a niche that

• We could charge a lot of money for
• We could be the best in the business
• We genuinely enjoy doing the work

If you can hit all three of these points, then you’ve created your niche! Not even for direct mail, but in general you’ll be able to create so much more value in the marketplace, and pretty soon you’ll be known as that authority figure for doing that specific thing, rather than being “just ok” in all of the niches. Like the saying goes, “sometimes less is more!” This is prevalent now more than ever. This is the next step to learning how to Get More Leads with Direct Mail!

Once you have your niche, you can create incredible designs and cool little features in your postcard or direct mail campaign that cater to that specific niche, rather than doing something that tries to please every niche.

Bottom line, the sooner you pick your niche and integrate it into your direct mail campaign, the better and higher return on investment you’ll receive.

Preferred Outcome

So, you have your software, your postcard designed to perfection, an offer to go with it, and your niche that you’re looking to target! But now, what’s your ideal objective? Obviously it’s to get more revenue, but is that what you should be targeting? Let me explain.

Once people have your postcard, do you want them to go to your website? Book a call? Subscribe to your YouTube channel? What’s going to be the easiest way to get more clients to sign up ASAP.

For brands like Fashion Nova, it’s a lot easier for them to have people follow their Instagram, so they can place an order online. For companies like Tesla, it’ll be easier for you to fill out an order form of the exact make and model you’re looking for. For Momentum 360, it’s easier for you to schedule a call with us to showcase what your ideal virtual tour looks like, so we can quote you appropriately and send you the next steps! Use this to learn how to Get More Leads with Direct Mail.

Starting to get it? Great! So what is your preferred outcome for your business? For Momentum 360, we put a QR code on our postcard which takes you to our “Offer” landing page, which you can see the design below. How to Get More Leads with Direct Mail!

How to Get More Leads with Direct Mail

As you can see, our offer is displayed again on our website, as well as the video to the right! Everything is carefully organized and in sync, so the customer doesn’t get confused, and knows exactly what to do to get started with us.

Find your preferred outcome so you can track it, and you’ll know where you stand for the next campaign. If you don’t have an objective you’re looking to complete, then you can’t measure your success, because you don’t have a target goal!

Analytics

This is single handedly the most important part of the blog! If you’ve made it this far, give yourself a pat on the back, we’re almost finished. So now you have everything you need to create and execute a successful direct mail campaign, and you need to finish everything off by tracking it properly!

Like we mentioned in the previous section before, if you don’t track your campaign, you can’t know whether or not you had success from it. You can’t tell definitively if you got any forms, calls, demos, etc from the campaign because you have zero tracking, which is a problem. Fortunately, we have the solution. To track your progress, you need to have a QR code via LinkTree or Google Analytics tag setup where you can see how many impressions, website visits were created from the direct campaign. After this, you need to have a landing page with a video like we have in the above section that you can track as well. Once you have this, you’re good to go! This is how to Get More Leads with Direct Mail!

Use all of these tips and tactics to ensure that the next direct mail campaign you have will be a successful one!