A magic way to make more sales

If they don't open what you send …

??? … you'll never make the sale.

So just like a magician, you need to load the deck in your favour.

??? How?

Yes great subject lines, headlines, subheads, crossheads, teaser lines and copy are all vital.? But today I want to look at something else: media

??? - specifically emails and letters.

?

Email

Email's great.?

How else can you contact thousands - even hundreds of thousands - of prospects or customers for a pittance of the cost of a printed letter?

??? Tracking sends, opens, clicks and sales is easy too.?

What's more, according to top-rated marketing automation platform, Omnisend:

"The average ROI for email marketing comes out to be anywhere between $36 to $40 for every dollar spent."

The trouble is, because sending emails is so cheap and easy, everyone's at it.? Which means your prospects' inboxes are probably deluged - yours probably too.

To get your message opened, you must have a subject line which thrashes everyone else's.

One advantage you may enjoy is who the email is from.?

If the recipient knows you, they're more likely to open your emails. ?We've run several tests and found when Drayton's name appears in "From", a different subject line has virtually no effect.

However, unless you enjoy a similar infamy to The Old Bustard, your name won't help you.

?

Letters

How many emails do you get every day?

??? And how many letters?

Unless you're different to everyone I've asked these questions to, your letter count is way less than emails; you probably only receive a couple of letters each day - maximum.

But that's not all …

???? … The Royal Mail have concluded letters are better because, compared to an email, you use more of your senses when you read one.? But you could argue they're biased.

Recently I've been reading Doberman Dan's book, "Just sell the damn thing".?

Dan has three decades of direct marketing experience and has worked with some of the very best direct marketers in the business.

In the book he says information sent in hard copy is:

• Valued and appreciated exponentially more than the same information delivered via any other possible digital format
• Has more than a 90% chance of actually getting opened and read … as opposed to being just another unread email or PDF taking up space on a hard drive
• Proven in numerous double-blind studies as easier and faster to read than the same information presented on a computer monitor
• Comprehension and retention is significantly enhanced when read in hard copy as opposed to a computer monitor, tablet or smartphone
• MRI brain scans have shown that our brains process paper-based and digital marketing in different ways.? Interestingly, the MRIs showed paper ads caused more emotional processing

?And he goes on:

• Physical media leaves a "deeper footprint" in the brain and increased what is called sensory processing
• Tangible materials involved more emotional processing, which is important for accurate recall
• MRIs also showed that hard copy materials generate increased activity in the cerebellum

?… in other words: physical material is more "real" to your brain and better connected to your memory.

?

Now you know this, what will you do?

If you don't already use letters in your marketing, why not test some?

??? If you are using letters, what about sending more and / or making them better?

Like our help with either of these??

? ??Send me a message or email [email protected]

And if you'd like to see some examples of letters we've written for clients before you get in touch, have a look here.