He also shares his journey where he went from working in corporate sales for Coca-Cola USA and Johnson & Johnson, to doing cold sales for a brand new and unknown start-up that sold on-hold messages to banks and credit unions. Plus, Brian shares his struggle of trying to sell on-hold messages to business owners who are not aware that their customers are ever put on hold. Tune in for an episode packed with intriguing stories and incredible value!
My Guest: Brian Robinson
- Use bumpy mail i.e. if it feels like there is something inside, people are much more likely to open it.
- Use a 6″ x 9″ baby blue envelope.
- Use an 8.5″ x 11″ inch standard size paper, folded in half and a 12pt font.
- Write the address by hand (yes a real, human hand).
- The return address can be printed, but make sure that you never put a company name on the return address.
- Either use first class stamps because they carry lots of legitimacy, or order special bulk rate stamps that look similar to first-class ones.
- Letterheads can either make people throw away your mail without reading it, or it can give credibility and authenticity. Test out for what works best with your audience.
- Write a hand-written note on the top of the letter, addressed by name to the recipient that says:
“<<<NAME>>, thanks for taking a look at this. I look forward to your opinion.”This note immediately builds a connection with the lead and gets people to read at least the first sentence of the letter.
- The content of the letter should be very short and should direct people to a web page where they can find out about your product if they are interested.
- Sign the letter by hand.
- After the signature, there is a postscript with another call to action and a URL.
- The three key pain points of the target market.
- What we discovered about that problem
- How we help to solve it
- Call to action, directing people to a link where they can fill in their name and email address.
The video should last for three to five minutes.
- List as many features of your product as possible. For example, the ability to update content online.
- For each feature, write down the benefits. There are usually multiple benefits for each feature. For example, you can update content anytime, anyplace.
- Write up some questions related to each benefit. e.g. If there was a way you can update video content within minutes, would that be of value to you?
- You need to articulate in the language of your leads. To find out what your potential customers are saying, have an honest one-on-one conversation with your current customers to get a feel for the language that they are using.
- At each stage of your funnel, you want to have only one single required action e.g. the only required action of people who receive a letter is to open it. Once they open it, the only thing you want them to do is to go your landing page.
Resources & Links:
For part 1 of this episode, where you can hear Brian’s incredible journey, go to estierand.com/54-1
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About the author, Estie Rand
I love turning ideas into money, and helping others do the same. I help small business owners with everything from marketing to fiscal management, business plans to staffing, database architecture to work/life balance coaching and I love it all! What do you need help with today?