DuctTapeMarketing.com
February 06, 2007 

In this issue:

Resource #1 - Duct Tape Online Marketing Telesummit
Resource #2 - Duct Tape Marketing, the book
Main Article - Lumpy Mail Gets the Message Through
Resource #3 - Duct Tape Marketing Article Archive - add your articles!
Resource #4 - Duct Tape Marketing Coaches
Free Magazine - Free subscription to B to B Magazine
Featured Reading - Blog Schmog - Bob Bly
Featured Listening - Freedom's Road -  John Mellencamp

I will be providing great content the next few weeks surrounding my book launch and pre-order campaign, but I might seem a little book sales focused, please forgive me for that, I'm just trying to get this baby launched right.

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Featured Resource #1

The Duct Tape Marketing Small Business Online Marketing Telesummit

How to Harness the Internet to Market Your Small Business More Effectively - Participate in 3 live, 1 hour sessions with John Jantsch, workbooks and audio recording of each session.

No matter if you do business in your town or around the world, the Internet has become an essential small business marketing tool! Attend the Duct Tape Marketing small business Internet marketing super class broken into three fast moving live sessions - each packed with laser specific details for moving your business ahead in this rapidly changing medium.

This is not an Internet Marketing "get rich" course, this is a practical, sensible approach to using the Internet to grow and extend your existing business.

Feb 21, 28 and March 07 - Participate in 3 live, 1 hour sessions with John Jantsch, workbook and audio recording of each session. - MORE INFO

Featured Resource #2

Duct Tape Marketing - The World's Most Practical Small Business Marketing Guide - foreword by Michael Gerber,  author of the E-Myth, afterword by Guy Kawasaki, author of Art of the Start - Hardcover, 304 Pages, Nelson Business.

This guide combines insights gained from over twenty years of successfully working, in the field, with real-life small businesses.

There are no theoretical complexities presented in Duct Tape Marketing - just simple, effective and affordable marketing that sticks.

Special Launch Campaign with thousands of dollars of bonuses when you order 1 or more copies of the book. Check out the book bonus page
We peaked at #5 on Amazon.com - thanks for the support.

Featured Article

Lumpy Mail Gets The Message Through
Generate direct mail returns of 70-80% with this method


When it comes to your gravy, lumps are bad. When it comes to getting your marketing message through the mail room, past the gate keepers, and onto your buyer’s desk, lumps are just the ticket. I love direct mail for small business marketing and I’m particularly fond of something I call “lumpy mail.” Lumpy mail is a direct mail piece or package with some dimension to it. A box is lumpy mail. A balloon arrangement, a kitten, a hoola hoop. You name it. The point is you just can’t ignore a piece of lumpy mail.

It’s getting harder and harder to get your message through all of the advertising clutter so sometimes you need to up the ante and make a real statement. A lumpy mail package screams notice me, open me.

A lumpy mail campaign can give your marketing message center stage attention. Of course, you’ve still got to deliver the performance. But half the battle is finding an audience.

How to run a lumpy mail campaign

Go to your core marketing messages. You core point of difference or benefit. The primary things you promote when you want to tell your prospects why they should hire you.

Now think of some unique items, trinkets, or packaging that you can use to help communicate your point. We’ll jump through hoops to get your business – the hoola hoop. We’re the key to your success – a box of keys. We provide total solutions – a box of Total brand cereal. We’ve got the tools to help you get the job done – a box of play tools. It’s very important that you can create a very strong image and metaphor for the message you are trying to communicate.

Repetition

Like any good direct mail campaign, repetition will improve your results. I usually suggest looking at three installments in your campaign. If done correctly this will usually leave the recipient eager to perform whatever call to action you request at the end of the campaign.

A building series

A very powerful way to construct your campaign, particularly if your audience is not too familiar with you, is to create your three pieces in a story fashion. Each piece builds on the last and delivers an integrated message. You can use this method to build intrigue. Many times I will send the first piece in a lumpy campaign without a company name, logo, or return address. Generally, I will imply that there is more to come. The impact of this technique can be pretty strong. In some cases your prospects will actually look forward to getting the next piece. People love a good mystery.

The Call to Action

Like any marketing campaign, decide what you want the final outcome or call to action to be and deliver it in the last piece. If you want them to call your office, take your call, visit a website, attend a workshop, make it painfully clear what the price of the game has been.

I’ve actually had clients tell me that prospects who wouldn’t even return their phone calls, eagerly made appointments and sometime still displayed the items they were sent throughout the campaign in their office. People don’t get this kind of attention from much in their lives and they want it. More than ever your prospects crave two things – content and contact. A lumpy mail campaign had the potential to deliver both with a bang. (careful with too much auditory impact)

How Much For Those Lumps

A lumpy mail campaign can get relatively expensive when compared to, say, a postcard mailing so its important for you to consider two things when you are designing yours. How many clients you can serve and what the lifetime value a new client has to your business.

Most small businesses only need a handful of new clients at any given time to thrive. Lumpy mail is perfect for that kind of growth. Carefully target 10 new businesses at a time, throw the kitchen sink at them and watch your appointment rate soar to about 70%.

If you are in a business that sells a one time $19 product then you can’t really spend to much to acquire a new client but if your business can generate thousands of dollars from a long term, loyal client then perhaps spending even $100/new client running a creative lumpy mail program makes a ton of sense.

So get to your local toy store to get the creative gravy flowing and pass the mashed potatoes already.

Related article: Unleash Your Lead Generation Machine

. ~ ~ ~

John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide published by Thomas Nelson.

He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting http://www.ducttapemarketing.com

You may reprint this article in its entirety if you attribute the article to John Jantsch and include the information about the author above.

Featured Reading

Blog Schmog - Bob Bly


Marketing expert Bob Bly takes a skeptical look at blogs and blog phenomenon. Now, you know I'm a blog fan, and while I don't agree with everything Bly has to say about blogs I think he has written a book that can help you be realistic about the wonders of blogging memorialized if far too many books on the subject. By the way Bly has a very active and successful blog himself.

Featured Listening


Freedom's Road - John Mellencamp




Good rock albums seem like a thing of the past, good rock albums that successfully pull off political commentary without sounding self righteous, now that's next to impossible.

Mellencamp is probably one of the most underrated songwriters of our time. This album cements his place as the Midwest's Springsteen with Woody Guthrie's politics. Just for good measure Joan Baez joins him.

Featured Resource #1
The Duct Tape Marketing Small Business Marketing System

This complete small business marketing program contains 15 workbooks, 12 audios CDs - packaged in a Duct Tape Marketing 3 ring binder. This is the same tool I use to coach my clients. Find out more.

 

Featured Resource - The Duct Tape Marketing Workshops - Does Your Group Need a Practical Small Business Marketing Speaker?

I am available to present small business marketing workshops, seminars and keynotes to groups and associations.

Find out more here

Featured Resource #3 -
Referral Flood - How to generate a flood of new business without spending one dime on advertising

The complete referral marketing system with over 50 real world referral tactics, examples and forms. Order now!

Resource - Get Local Search Engine Traffic

Don’t Let Your Small Business Get Left Behind in the Local Search Engine Game

Get your local business found online automatically by local prospects with a Duct Tape Marketing Local Search Engine profile. One of the best ways to get your business found in your town by local prospects. More

Featured Resource #4 - Blog Lightning - How To Create and Promote Your Blog In A Flash

Drawing from my experience creating blogs, including my award winning Duct Tape Marketing Blog, I have launched a complete step-by-step guide that takes you by the hand and shows you exactly what to do to instantly create and promote a successful blog for your business.

You also get 14 video screencast tutorials that allow you to watch over my shoulder as I actually do the steps I outline in the system - It does not get any easier than this! - Order Blog Lightning



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