How To Get The Phone To Ring Sample Lead-Generation Text for Postcards, Print Ads and Letters By Ben Hart and Wanda Lyon If you are in business, you want the phone to ring continuously with people inquiring about your products or services. The more your phone rings, the more money you make – assuming you have a good follow- up program. This article is about how to get the phone to ring off the hook as cheaply as possible, with inquiries from super-qualified leads. You do that primarily by offering your target market something of value for free – something that is exactly in line with the main product or service you are selling. This is just about the cheapest form of marketing you will do. I provide below some examples of free offers – offers that will certainly generate an avalanche of inquiries for you. The sample text you’ll see below is formatted for postcards. But, with a few minor adjustments, you can easily use this copy for print ads or lead generation letters. Use an Advo-style Card Deck Program The most cost-effective way to mail postcards and lead-generation offers like this with in a card deck or co-op mailing – such as what Advo, MoneyMailer and Val-Pak offer. With these programs, many postcards and advertisements are mailed together in one envelope or wrapped in plastic shrink wrap. This allows you to mail your lead-generation postcard for as little as 2-5 cents apiece – because the postage cost is shared by other advertisers participating in the mailing. I have found Advo, MoneyMailer and Val-Pak programs to deliver extraordinary return on investment – if the text and offer on your postcard or co-op insert is right. Because your postcard is included with a stack of 15 to 30 other postcards from other businesses in the same envelope or plastic wrapper, you will get fewer responses per-postcard in an Advo-style co-op mailer than if you mail just one stand-alone postcard. But the cost is so low when you mail the card in an Advo-style packet – 2-5 cents per postcard in an Advo co-op mailer instead of 40 or 50 cents each for a postcard that mails by itself. So your risk is dramatically lower because your break-even point on your advertising is 10- 20 lower per post card mailed in a co-op mailer. To do this effectively, you need to know the average value of a lead to your business and the long-term value of acquiring a new customer. Always Use Oversized Postcards Here’s another key tip when designing your postcard – whether you are mailing a stand- alone postcard or including your postcard in an Advo-style co-op card deck program. Make sure your postcard oversized. 11” x 5.7” is a good size for a postcard. Not only can you put more copy and graphics on an oversized postcard, but a bigger postcard stands out and gets attention. The post office doesn’t charge you any more money to mail a big postcard like this than it does a smaller conventional postcard. So you might as well use the biggest size you can. Bigger is always better in the mailbox. The oversized postcard will receive double or triple the response of a the small conventional-sized postcard that you buy off a postcard rack. No Fancy Graphics Also, the copy on your postcard should be a letter – with a headline over the letter highlighting your free offer, or other irresistible offer. Don’t use a lot of graphics. Don’t make your postcard look like an ad. Make it look like a mini-letter or note. You might have a photo of yourself and/or the main product your are offering. And that’s it. No starbursts. No fancy graphics. Plain and simple is best. This will also help set your postcard a part from all those other postcards designed by ad agencies. A postcard that looks more like a letter than a ad will put 300% more responses than all those graphics-heavy postcards desiged by ad agencies. Here’s something else that should interest and encourage you. The text for these sample postcards was written by my assistant, Wanda Lyon, who is originally from Thailand. English is not even her first language. But she has been reading my books and articles and listening in on the Inner Circle conference all seminars. She asked me if she could take a crack at writing these samples. I said “Sure, absolutely.” So this is what she came up with. I tweaked it here and there. But 90% of the copy you see below is hers. I think it’s pretty darn good. I figure if my assistant who was born in Thailand and is still working on her English can write promotional copy like this, you certainly should be able to do the same for your business. You’ll see the formula. It’s really very simple. Just apply it to your business. Sample Copy for Postcards (which will also work for print ads and letters) For Dentist I Want to Give You a FREE Exam and Teeth Cleaning Friendly Photo of Dentist Dear [Town] Neighbor, Very few of us take care of our teeth the way we should. Did you know that you can prevent cavities, gum disease and a host of other dental problems simply by flossing everyday and having your teeth cleaned by a dentist every six months? Gingivitis and tooth decay are what happen when you don’t do these two simple things. Gingivitis cause your gums to recede. And that will ruin your smile. Eventually, your teeth fall out. And small cavities can turn into root canals surprisingly quickly if not dealt with promptly. Bring this [ad/postcard/letter] in with you and I’ll give you a free teeth cleaning and dental exam. You’ll be very glad you did. [Signature] Dr. John Q. Dentist, [Degrees] P.S. You’ll need to bring this in by [xxdatexx] to get your free teeth cleaning and exam. To learn more about our practice, visit our website at [URL]. For Realtor Here’s Your FREE White Paper on . . . Professional “The Nine Keys To Buying and Selling Photo of Real Estate Profitably in Arlington, Virginia” Realtor Dear [xxxxxxxxxxxx], I have just finished writing a white paper on “The Nine Keys To Buying and Selling Real Estate Profitably in Arlington, Virginia.” If you are thinking about buying or selling property in Arlington, Virginia, this white paper will certainly be of interest to you because there are just some areas in Arlington that a going up in value much faster than others. To pick up your FREE copy of this white paper, just go online and visit my website at [URL], fill out the form and you’ll receive your. My name is John Doe. I have been specializing in buying and selling real estate in the Arlington, Virginia area for [xx] years. I know of no one who knows more about the real estate market in Arlington than I do. If you’d like to talk about real estate buying and selling opportunities in Arlington, give me a call at XXX-XXX-XXXX. Your Arlington Real Estate Specialist, [Signature] John Q. Realtor For an Accountant I’ll prepare your tax returns for FREE . . . if you don’t save double my fee on your taxes Photo of Accountant Dear [Town] Neighbor, It makes about as much sense for you to prepare your own tax returns as it does for you to perform your own surgery. I’m so confident you’ll save money on your taxes if you let me prepare your tax returns this year, that I won’t charge you anything if I don’t at least save you at least double my fee over what your tax bill would have been if you prepared your returns yourself. The tax code is complicated. TurboTax and all those tax return preparation software programs out there don’t show you where your deductions are. Give me a call if you need help with your taxes. You can reach me at: XXX-XXXX. Your Friendly Neighborhood Accountant, [Signature] John Q. CPA P.S. Even if you are not sure you need an accountant yet, you can pick up a new White Paper I’ve written titled “13 Ways To Cut Your Tax Bill That Are Missed by Amateurs and Even by Most Professional Accountants.” You’ll find it at [URL]. For Lawyer I’ll Evaluate Your Legal Problem for FREE Photo of Lawyer Dear [Town] Neighbor, If you have a legal problem in the Fairfax County Court, you certainly want an aggressive, street-smart lawyer who knows all the judges and who has been practicing law in Fairfax County for the past 19 years. My areas of specialty are: o __________________ o __________________ o __________________ o __________________ To schedule your FREE Case Evaluation, give my assistant Judy a call at XXX-XXXX. Or email her at: [email address]. To Your Peace of Mind, John Q. Lawyer, Esq. P.S. I’ve just finished writing a new White Paper titled: “The 12 Most Costly Legal Mistakes People Make.” To pick up your FREE copy, just go online and head over to [www.URL] and fill out the form. We’ll then send it to you as an email attachment. For Plumber or Service Professional I want to check your water pressure for FREE This will save you thousands of dollars Friendly in costly plumbing repairs down the road. photo of plumber Dear [Town] Neighbor, Most plumbing problems (such as leaky pipes) are caused by the water pressure being set too high. Your water pressure doesn’t need to be far off to create all kinds of costly plumbing problems for you -- including disastrous water damage to your carpets, floors, ceiling, furniture and valuables. Now’s a great time to take preemptive action . . . because I’m offering a FREE check-up of your water pressure to the first 35 of my [town] neighbors who answer this note. Your [Town] Neighborhood Plumber, John Q. Sample P.S. I’ve written an eBook I’m giving away to my [town] neighbors on “The Nine Most Common Causes of Plumbing Problems, and How To Fix Them Before They Cost You A Lot of Money.” To pick up your FREE copy, just go online and head over to [URL] and fill out the form. For Cosmetic Surgeon (or other specialized service) Yours FREE My book on “The 9 Most Important Questions You Photo of Must Ask Before You Get Cosmetic Surgery” Book Dear Prospective Patient, You really should read my book if you are thinking about cosmetic surgery. Just head on over to [URL] to pick up your free copy. I have been a cosmetic surgeon for ______ years and have performed more Photo of than ______ operations. [Add credentials]. You can read more about my Surgeon practice by going to [URL]. To schedule your FREE Cosmetic Surgery Evaluation, give my assistant Judy a call at XXX-XXXX. Or email her at: [email address]. To Your Health and Happiness, [Signature] Dr. John Q. Surgeon, [degrees] To Bring in Store Traffic Your FREE Sleeve of Titleist Golf Balls Photo Memorial Day Only – Just for coming into Golfdom of sleeve of golf balls Dear Fellow Golf Fanatic, I’d like you to drop by Golfdom on Memorial Day, try out our new practice area, have your swing analyzed, see this year’s new equipment and . . . . . . pick up your FREE sleeve of Titleist golf balls. We’re also serving free food and refreshments from 10:00 a.m. to 6:00 pm. I hope to see you on Monday. And remember . . . Keep it in the Short Grass, [Signature] John Q. Sample Owner, Golfdom For Mortgage Broker or Loan Officer No points, No Up-Front Cash Needed Photo to refinance your home of loan officer Dear [Town/Area] Homeowner, Interest rates are heading up. If you are in an ARM, you should refinance, pull cash out of your home, and get a fixed rate now. For a limited time, [Name of Company] is offering fixed-rate mortgages with no points and no upfront cash needed. Call us at XXX-XXXX and we’ll be glad to explain the program to you. [Signature] John Q. Sample Loan Officer, [Name of Company] P.S. I’ve written a White Paper titled “The 9 Most Common Mistakes People Make When They Refinance Their Property.” Just head over to [URL] and fill out the form to pick up your FREE copy. For Property Developer Free Memorial Day Family Barbeque Photo of development Moon Bounce, Pony Rides for the Kids Dear Neighbor, Come on out for a barbeque and afternoon of family fun at Strawberry Falls Estates – a new upscale development at ____________________. I hope to see you on Monday. [Signature] John Q. Sample President Strawberry Falls Estates Please RSVP by calling XXX-XXXX. Date:____________________ Photos of kids having fun in Map Time:____________________ moon bounce and doing pony rides Location:_________________ For Financial Planner Yours FREE My new book, Maximum Returns With Minimum Risk Photo of Book Dear Friend, I have just finished writing a new book on investing titled Maximum Returns With Minimum Risk. It’s not in the bookstores yet, but I would like you to have the 234-page eBook version for FREE. Just head on over ro [URL] to pick up your free copy. Photo of financial I’m giving this book free to a select group of people because, if you agree with my advisor philosophy of investing, it’s possible you’ll want to be a client. The portfolios we manage have increased an average of 123% over the last five years and 287% over the last 10 years. If your assets are $200,000 or more, and if you are looking for a new perspective on how to achieve maximum returns with minimum risk, give me at call at XXX-XXXX. I’ll be glad to talk with you about your financial objectives. To Your Prosperity and Financial Security, [Signature] John Q. Sample *********************** Your Success Now Will Depend On Your Follow-Up Okay, so now the phone is ringing. Your prospects are calling you because they want your service and they want your service now -- not sometime next week. Or, at the very least, they are interested in what you are offering. So you need to be ready to follow up, and follow up immediately. 70% of people looking for service use the first realtor who will talk to them, the first lawyer who will talk to them, the first plumber they get on the phone, the first doctor who will see them. If your follow-up is slow and unimpressive, your prospects will go to your competitor. Be ready to handle the calls that come in. Make sure those who are answering the phones are trained in how to answer questions and that they deal with people in a friendly, helpful manner. Make sure your packets of information are ready to mail. Be ready to swing into action the instant the phone rings. Many businesses fail, because their follow-up is poor . . . or non-existent. The quality and promptness of your follow-up will determine your success or failure. And don’t forget to add all your new leads to your prospect cultivation program. They should now be getting your printed monthly newsletter in addition to an eNewsletter. If they are not ready to buy right now, you want to make sure you are the first name who comes to mind when they need your service. I prescribe a minimum of 52 informational and relationship-building contacts per year with your prospects and customers – not including your hard sales offers. That’s how you build a fence around your business and prevent competitors from taking your customers – because when you build relationships, you eliminate your competition.
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