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DuctTapeMarketing.com
Dec 14, 2005
In this issue:
Resource -
WebCEO
Interesting Resource
- Duct Tape Marketing Forum is live
Duct Tape Coaches -
Duct Tape Marketing Authorized Coaches
Main Article
- Lumpy Mail Always Gets Opened
Resource from me #2 - Referral Flood
Digital Version -
Referral Flood Blog!
Resource from me #3 -
Blog Lightning -
How To Create and Promote Your Blog in a Flash
Free Magazine -
CMO - Chief Marketing Officer
Featured Reading -
Little Red Book of Selling -
Jeffery Gitomer
Listening - A Charlie Brown
Christmas -
Vince Guaraldi Trio
You can always
view past issues here!
Duct Tape T-Shirt
Content -
Submit the winning Duct Tape Marketing t-shirt design and win a 4GB
iPod nano -
Detail
here - Deadline for entries is December
17th!
WebCEO
WebCEO is a suite of
software tools that will help you promote, analyze and maintain your
website. The free version does more than most small business site owners
will ever need. This is really an amazing tool for anyone who wants to
get more from their web site
Check out WebCEO
Duct
Tape Marketing Forum Is Alive
 I
just rolled out a new place for you to get and give small business
marketing tips, resources and advice. The Duct Marketing Forum is
the place to go to ask your marketing questions, find new marketing
resources and share your marketing success stories.
A forum is an interactive section of a web site that allows registered
members to post and comment on other posts. You don't have to be a
member to view the forum, but you will need to register to post content.
The forum is in its infancy at the moment, but will grow with your
participation to become a valuable small business marketing resource.
Calling all marketing experts - feel free to drop by and share
your expertise!
The Duct Tape
Marketing Forum
Duct
Tape Coaches -
Duct Tape Marketing Authorized Coaches - coming to a town
near you
The first group of 10
coaches have been selected and begun the initial phase of training.
These coaches will be the
exclusive distribution channel for Duct Tape Marketing products and
licensed to work with small business owners to implement the Duct Tape
Marketing small business marketing system.
The network of
Duct Tape
Marketing Authorized Coaches will become the recognized brand of
small business marketing coach.
Next Group forming in February 2006! To be notified
Email John Jantsch
Featured Tip
Lumpy
Mail Always Gets Opened
Turn your sales letter into a package and watch your response soar.
by John Jantsch
 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 potential buyer’s desk, lumps are just the ticket. As I have stated
repeatedly in this book I do love the direct mail letter for small
business lead generation but in the right circumstances I’m particularly
fond of something I call “lumpy mail.” Lumpy mail is a direct mail piece
or package with some dimension or lumps to it. A box is lumpy mail. A
balloon arrangement, a kitten, a hoola hoop – are all examples of a
lumpy mail package. You name it. The point is you just can’t ignore a
piece of lumpy mail.
Some prospects are next to impossible to reach with traditional
mailings. So, sometimes you need to up the ante and make a real
statement. A lumpy mail package screams notice me, open me.
How to run a lumpy mail campaign
To create an effective lumpy mail campaign, start with your core
marketing messages, core point of difference or benefit. These are the
primary things you promote when you want to tell your prospects why they
should hire you and these are the elements that you can use to create an
effective lumpy mail package.
Now, think of some unique items, trinkets, or packaging that you can use
to help communicate your core message. 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
important that you create a 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 should build on the last and deliver 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. In each piece, I will imply that there is
more to come. The impact of this technique can be 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 direct mail advertising campaign, it is important to determine
what you want the final outcome or call to action to be and deliver it
in the last piece. If you want the recipient to call your office, take
your call, visit a website or 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 sometimes still
displayed the items they were sent throughout the campaign in their
office. I think people don’t get this kind of attention from much in
their lives and they want it.
How Much For Those Lumps
It true that a lumpy mail campaign can get relatively expensive when
compared to, say, a postcard mailing so it’s important for you to
consider two things when you are designing yours. How many clients do
you need and what is the lifetime value a new client has to your
business. In other words, if you can determine that a new client is
worth $10,000 annually to your business, then you can more effectively
justify spending a certain amount to acquire a new client.
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%.
~ ~ ~
John
Jantsch is a marketing coach, author and creator of the Duct Tape Marketing
System. You can get more information about the Duct Tape System and
download your free copy of “How To Grow Your Small Business Like Crazy
by visiting
http://www.ducttapemarketing.com
Featured Resource #2- NEW
Digital Version Now Available for Immediate Download
 Referral Flood
- How to generate a flood of new business without spending one dime on
advertising
I
just released a digital version that allow you to download the 125 page
ebook as a PDF file and MP3 Audios. I also passed on the saving to you.
The digital version is $79 (as opposed to $97 for printed version) + no
shipping
Referral Flood - How to Create a Flood of New Business Without
Spending One Dime On Advertising
Featured Resource #3 -
Blog Lightning - How To Create
and Promote Your Blog In A Flash
 Blog Lightning
Is Selling Like Crazy
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
Featured Free Magazine
CMO
Is the new innovative resource for marketing executives....
Free subscription
Featured Reading
Little Red Book of Selling - 12.5 Principles of Sales
Greatness - Jeffrey Gitomer
Gitomer has built a bit of
an empire by pushing sales people personally and professionally.
This handy little book provides inspiration as well as great practical
advice for anyone selling anything.
Featured
Listening
A Charlie Brown Christmas - Vince
Guaraldi Trio
I'm actually a
bit of a Scrooge this time of year. I just can't take all the Christmas
music playing in the stores the day after Halloween, but whenever I hear
something from A Charlie Brown Christmas, well, I'm ten again. That's
not such a bad thing. Cast Your Fate To the Wind is a great song (That's
the Charlie Brown Christmas Theme) but you should also check out some
other
Vince Guaraldi stuff. The guy really had a unique style
I have also posted my
Top 25 Albums of All Time List for those interested in such things!
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