Archive for the ‘Direct Mail’ Category
Auto Repair Advertising – Direct Mail – the 5 Step Survivalists Guide
May 11th, 2009 | 
Author: 
Drew Turnbaugh asked:
On the surface appears to be direct mail, a basic repair automotive advertising strategy, has long seen its heyday. Twenty or thirty years, a shop owner could send a few letters and actually expect a reply. Today, amid the thousands of advertisers, the return on investments has left many wondering if his message gets lost in the mail.
During our normal selection process, we asked each of our clients: "What response is normally seen from your mail? The answers have become very predictable, as almost 94% say they send mailers all the time, or not at all, as they see almost no response.
That is not too surprising. Ask any group of business owners in any industry, and you probably will have approximately the same vote.
Surprisingly, the remaining 6% reported having seen anything from 9% to 22% on your direct mail. What makes the repair facility so special?
The answer is simple: they stopped in an email.
repair facilities and the highest rate of return, in almost every case, the sequential use of mailings with a clear message and a call time-sensitive action.
Before continuing, I want to clarify something: the direct mail I mean is that the development of new business. These are the shop owners send letters to get the car to tell. Shipments to existing customers are an entirely different animal, and we will cover that category a bit later.
Auto Repair Advertising – 5 Steps to give life to your Direct Mail
1: Use Postcards. Cards do not require opening. A letter needs time to open, develop and actually read. Accordingly, a letter, nearly 10 times out of 10, ending in the recycle bin. Unopened.
An even better advantage is that the postcards cost less to make and email. In some cases, you can save over 75%!
2: have a clear message. Use an attention grabbing Contractor. With each shipment to communicate the message must be clear.
Remember KISS? Keep It Simple, Stupid. Less is more time to get your point across.
addition, the holder must address any concerns your prospect has. Do not be afraid to be a little extreme. People respond to the idea of life or death situations.
Example: "What if your brakes fail? Is your family safe? "
3: Make 'em an offer they can not refuse. Value Proposition. Most people are starving for the value. So many companies offer so little in return that when someone does, consumers are almost programmed to ask, "What's the catch?"
Do not have a capture. Be honest, open and full of value.
A good idea is to give them something free, no strings attached. But beware! Never offer something that will eat your time and cost more than worthwhile. The trick here is to find the value hidden, mysterious, that jewel to its new clients to overturn. The cost must also be easy and low to produce.
Example: I will never forget Les Schwab, the type of tires from my childhood in Oregon. This man was crazy enough to offer "beef with each set of tires!" Who in their right mind would do that? Today, I can not tell you how it is entered in the beef with new tires. But although I have not returned to Oregon in 15% 2B years, I think of Les Schwab, and always think of him when I see a set of tires.
4: a call to action. Make It Urgent By creating a sense of urgency, establishing a sense of scarcity in the mind of the receiver. And by having a call to action, is given a clear message of what to do to take advantage of what you offer. Example: "Limited Time Only: Free brake inspections of each vehicle before (date)" Just remember to give potential customers enough time to pick up the phone!
5: Do not pull the trigger once … You need to keep Shooting! Like the scenes C.O.P.S. where a guy's wig out on ***** and needs to be shot 50 times before it falls, the same can be said of U.S. consumers. In almost all cases, the advertising, the frequency of clear communication, and repetition are the only 3 elements that will work. However, they are used together. Have a clear message and sending it only once, do not cut it. (That's like a ***** head wound. Not even feel.) You must have a clear and repeatedly send the same people. Try This
Auto Repair Program Advertising:
1 Mail – will offer time-sensitive and an invitation for the person call / come (AKA Call to Action)
2nd email – 15 days later. Having a "Sorry we missed you" feel to it, and perhaps offer an additional incentive to convince the stragglers out of hiding.
mail
3 – 15 days later. Be brave. State "Last Chance!" "The Offer will expire soon!" Do not be afraid to be a little extreme.
mail 4 to 3 to 5 days after the due date. The latter will address more than one "Congratulations! You won second prize! "Feel to it.
Note: After each shipment must remove the respondents from the list. Sending ads to the same offer after already received is not only annoying, it is expensive. Why does this work? Multiple mailings tend to make people feel that their offer is more valuable. A single email is easily dismissed as a potential fly trick of the night, and more than likely end up in the trash.
By repeating his offer, and the addition of an increase, the pressure of time sensitive, helps to highlight the importance of his message.
beyond even improve their overall performance, multiple mailings to reinforce the credibility of its installation in the eyes of local car owners. Auto Repair Advertising
Final note: How many should I send? If, for example, is currently hitting 1000 homes and neither the desire nor can afford to send the same number for multiple shipments, consider reducing the list.
do better to send 250 units of direct sequential rather than 1 mailing to 1000.
Caffeinated Content
On the surface appears to be direct mail, a basic repair automotive advertising strategy, has long seen its heyday. Twenty or thirty years, a shop owner could send a few letters and actually expect a reply. Today, amid the thousands of advertisers, the return on investments has left many wondering if his message gets lost in the mail.
During our normal selection process, we asked each of our clients: "What response is normally seen from your mail? The answers have become very predictable, as almost 94% say they send mailers all the time, or not at all, as they see almost no response.
That is not too surprising. Ask any group of business owners in any industry, and you probably will have approximately the same vote.
Surprisingly, the remaining 6% reported having seen anything from 9% to 22% on your direct mail. What makes the repair facility so special?
The answer is simple: they stopped in an email.
repair facilities and the highest rate of return, in almost every case, the sequential use of mailings with a clear message and a call time-sensitive action.
Before continuing, I want to clarify something: the direct mail I mean is that the development of new business. These are the shop owners send letters to get the car to tell. Shipments to existing customers are an entirely different animal, and we will cover that category a bit later.
Auto Repair Advertising – 5 Steps to give life to your Direct Mail
1: Use Postcards. Cards do not require opening. A letter needs time to open, develop and actually read. Accordingly, a letter, nearly 10 times out of 10, ending in the recycle bin. Unopened.
An even better advantage is that the postcards cost less to make and email. In some cases, you can save over 75%!
2: have a clear message. Use an attention grabbing Contractor. With each shipment to communicate the message must be clear.
Remember KISS? Keep It Simple, Stupid. Less is more time to get your point across.
addition, the holder must address any concerns your prospect has. Do not be afraid to be a little extreme. People respond to the idea of life or death situations.
Example: "What if your brakes fail? Is your family safe? "
3: Make 'em an offer they can not refuse. Value Proposition. Most people are starving for the value. So many companies offer so little in return that when someone does, consumers are almost programmed to ask, "What's the catch?"
Do not have a capture. Be honest, open and full of value.
A good idea is to give them something free, no strings attached. But beware! Never offer something that will eat your time and cost more than worthwhile. The trick here is to find the value hidden, mysterious, that jewel to its new clients to overturn. The cost must also be easy and low to produce.
Example: I will never forget Les Schwab, the type of tires from my childhood in Oregon. This man was crazy enough to offer "beef with each set of tires!" Who in their right mind would do that? Today, I can not tell you how it is entered in the beef with new tires. But although I have not returned to Oregon in 15% 2B years, I think of Les Schwab, and always think of him when I see a set of tires.
4: a call to action. Make It Urgent By creating a sense of urgency, establishing a sense of scarcity in the mind of the receiver. And by having a call to action, is given a clear message of what to do to take advantage of what you offer. Example: "Limited Time Only: Free brake inspections of each vehicle before (date)" Just remember to give potential customers enough time to pick up the phone!
5: Do not pull the trigger once … You need to keep Shooting! Like the scenes C.O.P.S. where a guy's wig out on ***** and needs to be shot 50 times before it falls, the same can be said of U.S. consumers. In almost all cases, the advertising, the frequency of clear communication, and repetition are the only 3 elements that will work. However, they are used together. Have a clear message and sending it only once, do not cut it. (That's like a ***** head wound. Not even feel.) You must have a clear and repeatedly send the same people. Try This
Auto Repair Program Advertising:
1 Mail – will offer time-sensitive and an invitation for the person call / come (AKA Call to Action)
2nd email – 15 days later. Having a "Sorry we missed you" feel to it, and perhaps offer an additional incentive to convince the stragglers out of hiding.
3 – 15 days later. Be brave. State "Last Chance!" "The Offer will expire soon!" Do not be afraid to be a little extreme.
mail 4 to 3 to 5 days after the due date. The latter will address more than one "Congratulations! You won second prize! "Feel to it.
Note: After each shipment must remove the respondents from the list. Sending ads to the same offer after already received is not only annoying, it is expensive. Why does this work? Multiple mailings tend to make people feel that their offer is more valuable. A single email is easily dismissed as a potential fly trick of the night, and more than likely end up in the trash.
By repeating his offer, and the addition of an increase, the pressure of time sensitive, helps to highlight the importance of his message.
beyond even improve their overall performance, multiple mailings to reinforce the credibility of its installation in the eyes of local car owners. Auto Repair Advertising
Final note: How many should I send? If, for example, is currently hitting 1000 homes and neither the desire nor can afford to send the same number for multiple shipments, consider reducing the list.
do better to send 250 units of direct sequential rather than 1 mailing to 1000.
Caffeinated Content
Posted in Direct Mail | 
Tags: 5 Steps, Advertisers, Breathing Life, Business Owners, Postcards, Thirty Years | 
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