Tutorial Checklist –
Generate More Leads with Direct Marketing
This tutorial teaches you how to drive more leads to your business and fill your funnel by using a direct marketing
campaign. The techniques discussed are effective for both Business to Business (B2B) and Business to Consumer
(B2C) types of models.
Step by Step Checklist:
1) Download leads from ReferenceUSA
Go to your local public library’s website and you will be able to navigate to ReferenceUSA. It’s a free service that
allows you to download business or residential addresses according to demographics and location.
2) Build your landing page
Use a free website builder like http://www.weebly.com, or make changes to your own website that will add a page
that is exclusive to your direct mail campaign.
Examples of landing pages:
3) Add a web form to your landing page
Use an Infusionsoft web form to capture your prospects’ information when they come to your landing page.
Click here to learn more about creating and publishing Web Forms
4) Write two letters that will be mailed to your list.
Here are some helpful tips to remember when writing your letters:
Grab the reader's attention in the first sentence. This is the most important part of the letter. Unless your first
sentence is highly compelling, most readers will not continue reading the letter.
Focus on benefits
You want to focus on the benefits of your product in the body of the letter. Your product has many features that
your customers will ask about, but the benefits will make the sale. A feature is anything inherent to your product. A
benefit is what your customer gets from the product.
A testimonial can be used to add credibility to your company and your product or service. The most important
aspect of the testimonial is the person who offers it. Make sure the person is someone the reader will respect.
Highlight key phrases
Keep the reader's attention. Some readers will skim through your letter and could miss the most important points.
Highlight key phrases that stress benefits to keep the reader interested in your product.
Call to action
Encourage your readers to take action. They need to feel like they should act quickly or they will lose the offer. Make
it easy for the readers to act by listing a toll-free order number or including a postage-paid reply card.
5) Create your letter templates inside of Infusionsoft
Take the letters that you have written and copy them into Infusionsoft. You can add graphics, letter head, or
anything else you need with the template editor.
4) Create a follow-up sequence for the direct mail campaign
Now that you have created the letter templates inside of Infusionsoft, put those templates into a follow-up
Click here to learn how to include direct mail pieces in a follow-up sequence
5) Create a follow-up sequence to be attached to your landing page Web Form
Create the follow-up sequence that will begin once a prospect fills out the web form on your landing page.
6) Write the follow-up emails
Write the emails that will be sent to your new prospect once they fill out the web form. Provide additional
information about your special offer, service, or product.
7) Create your email templates inside of Infusionsoft
Copy your email content into an Infusionsoft email template.
Click here to learn how to create an email template
8) Add the email templates into a follow-up sequence
Take your email templates and place them into a follow-up sequence. You can set how many days will pass between
email communications enabling you to stay in the fore-front of your new prospect's mind.
Click here for help in creating a follow-up sequence
9) Add your follow-up sequence to the landing page web form
Create the actions that will take place when someone fills out the web form on your landing page. This will include
starting the follow-up sequence you just created.
10) Start your Direct Mail follow up sequence and begin your campaign!
Select the people you are sending your mail pieces to and start the direct mail follow-up sequence.