Let’s face it, most days; nothing different, nothing worth talking about happens either at work or at home. So a mailing that is different, innovative, and maybe a little humorous ends up being talked about. 3D Mail has sticking power. People show it to their spouse, neighbor, friend or coworker. And... Shhhhhh……………………….. Don’t Tell Anyone this Secret…Two or Three or Four is Lots Better Than One!
Those of us who produce conferences, boot camps, seminars, and conventions have a secret we don’t tell you.
Shhhhhhhhhh…. Sales go up when more people from one organization hear about your offer. That’s why when you get invited to a conference or seminar there is always a discount for the second person.
It happens all the time. When two people see an offer, one may decide to not to take advantage of it. But the other person sees the possibilities. So they start talking about all of the things they and you could do…. SALE!!!
The same thing happens with 3D Mail. The recipient shows it to their coworker, or spouse, or friend just to show them how cute it is and the other person starts talking about the actual offer and your sales increase.
Another Reason That Two or Three or Four is Lots Better Than One
But what if the recipient shows it to another person and they don’t talk about and brainstorm ideas. You know it’s not too bad to send out one mailing and have 2, 3 or 4 people read it.
Next post we'll discuss the idea that 3D Mail always costs more (it doesn't) and why cost is the last thing you should be looking at when starting your 3D Mail campaign.
www.3DMailResults.com
Thursday, August 14, 2008
Thursday, August 7, 2008
3D Mail in Business to Business Marketing
Why Does 3D Mail Work So Well In Business-to-Business Campaigns?
Again, direct mail professionals really don’t care why something works; we just want to know if it does. And, 3D Mail works incredibly well in Business-to-Business environments. With that said, 3D Mail works great in Business-to-Business campaigns because people are people and buyers are buyers.
Businesses don’t buy anything! People in businesses buy things! And, as we said, people like to be entertained. People like to be singled out. 3D Mail is different. It stands out and it creates curiosity. 3D Mail Simply Needs To Be Opened and Read.
It Cuts Through the Clutter
Because people are overwhelmed with amount of advertising and marketing they see today, it is absolutely imperative that you cut through the clutter and boredom and give your prospects or clients something interesting and out of the ordinary.
People are so overwhelmed, that they often spend 3.5 seconds or less with information they’ve requested! If you can’t keep your message in front of your prospect, you’re done. If you think that’s bad, some studies show that business recipients throw out 48% of their unsolicited mail without opening it!
Any message that isn’t opened can never be acted on! When an envelope shows up with something inside - 3D - your client or prospect MUST open it. They simply have to know what’s inside.
The huge majority of direct mail ends up in the “B” or “C” pile (see this post on A-Pile Mail) and then the trash. It lacks the power and ability to break though the clutter. It doesn’t offer a strong incentive to act, and it doesn’t have staying power. Your mailing must have an impact!
If a Stack Doesn’t Stack, It Can’t Be a Stack
Whether at home or at the office, we all get a stack of mail every day. One sure fire way to cut through the clutter is to make sure your mailing piece ends up on the top of the stack.
If your mailing is in a regular envelope it can end up anywhere in the stack. But what if your mailing piece is in a box? Or, what if your mail piece is in a mini-trash can? Or what if your mailing is in a real Vinyl Bank Bag? Or what if you mail a plastic ‘Message in a Bottle.’ Or what if you mailing is in an envelope with a bag of shredded money inside so if it gets put anywhere other than on the top of the stack the stack will fall over?
3D Mail has to be on the top of the stack or the stack will fall over! Neither the mail man, nor the mail room, nor the receptionist can stack a stack that doesn’t stack.
In my next post I'll explain to you how 3D mail can actually increase referrals and increase your average transaction size!
www.3DMailResults.com
Again, direct mail professionals really don’t care why something works; we just want to know if it does. And, 3D Mail works incredibly well in Business-to-Business environments. With that said, 3D Mail works great in Business-to-Business campaigns because people are people and buyers are buyers.
Businesses don’t buy anything! People in businesses buy things! And, as we said, people like to be entertained. People like to be singled out. 3D Mail is different. It stands out and it creates curiosity. 3D Mail Simply Needs To Be Opened and Read.
It Cuts Through the Clutter
Because people are overwhelmed with amount of advertising and marketing they see today, it is absolutely imperative that you cut through the clutter and boredom and give your prospects or clients something interesting and out of the ordinary.
People are so overwhelmed, that they often spend 3.5 seconds or less with information they’ve requested! If you can’t keep your message in front of your prospect, you’re done. If you think that’s bad, some studies show that business recipients throw out 48% of their unsolicited mail without opening it!
Any message that isn’t opened can never be acted on! When an envelope shows up with something inside - 3D - your client or prospect MUST open it. They simply have to know what’s inside.
The huge majority of direct mail ends up in the “B” or “C” pile (see this post on A-Pile Mail) and then the trash. It lacks the power and ability to break though the clutter. It doesn’t offer a strong incentive to act, and it doesn’t have staying power. Your mailing must have an impact!
If a Stack Doesn’t Stack, It Can’t Be a Stack
Whether at home or at the office, we all get a stack of mail every day. One sure fire way to cut through the clutter is to make sure your mailing piece ends up on the top of the stack.
If your mailing is in a regular envelope it can end up anywhere in the stack. But what if your mailing piece is in a box? Or, what if your mail piece is in a mini-trash can? Or what if your mailing is in a real Vinyl Bank Bag? Or what if you mail a plastic ‘Message in a Bottle.’ Or what if you mailing is in an envelope with a bag of shredded money inside so if it gets put anywhere other than on the top of the stack the stack will fall over?
3D Mail has to be on the top of the stack or the stack will fall over! Neither the mail man, nor the mail room, nor the receptionist can stack a stack that doesn’t stack.
In my next post I'll explain to you how 3D mail can actually increase referrals and increase your average transaction size!
www.3DMailResults.com
Monday, August 4, 2008
People Are Bored and Overwhelmed
We left off last week with how and why you need to turn your 'junk' mail in to 'A-Pile' mail. Today we'll touch on a few basic human psychological reasons why 3D Mail works.
First and foremost, people are bored with the marketing and advertising they see. And they see a lot of it these days. It’s estimated that most people see over 3,100 advertising messages each day, and that number is only going up.
People love to be entertained. 3D Mail is entertaining and it gets your prospect or customer involved! When you actively involve your prospects, they’ll stay with your mailing longer. Any good salesman knows the more time you spend with your prospect, the more of your story you can tell, and the more you can sell! When you tie your sales message to 3D mail you’ll entertain your prospects and customer and keep them involved and sell more.
People are eager for a ‘personal’ approach to selling. They don’t want to part of the masses. They want to be singled out amongst the throng and 3D mail does that.
People are People and Buyers are Buyers!
Some people will say that “my clients are too sophisticated for such gimmicks”, or “my clients are too smart for that kind thing”, or “that might work with Business-to-Consumer marketing, but it won’t work in Business-to- Business”… Hogwash!
I actually started 3D Mail Results because I have a business-to-business distribution company where I use 3D-Mail. I was tired of running around looking for 3D Mail products. I have one 3D letter that has produced well over $10,000,000.00 in business – Yes that’s 10 Million Dollars.
I have another 3D Mailing that was used to sell a $10,000.00 product in a Business-to-Business environment that produced a 3,333% Return-on-Investment! Some of the most successful 3D Mail campaigns have been sent to multi-millionaires for investment opportunities.
Later in the week I'll post on how and why 3D mail works in both the Business-to-Consumer and Business-to-Business sector equally as well. Stay tuned.
www.3DMailResults.com
First and foremost, people are bored with the marketing and advertising they see. And they see a lot of it these days. It’s estimated that most people see over 3,100 advertising messages each day, and that number is only going up.
People love to be entertained. 3D Mail is entertaining and it gets your prospect or customer involved! When you actively involve your prospects, they’ll stay with your mailing longer. Any good salesman knows the more time you spend with your prospect, the more of your story you can tell, and the more you can sell! When you tie your sales message to 3D mail you’ll entertain your prospects and customer and keep them involved and sell more.
People are eager for a ‘personal’ approach to selling. They don’t want to part of the masses. They want to be singled out amongst the throng and 3D mail does that.
People are People and Buyers are Buyers!
Some people will say that “my clients are too sophisticated for such gimmicks”, or “my clients are too smart for that kind thing”, or “that might work with Business-to-Consumer marketing, but it won’t work in Business-to- Business”… Hogwash!
I actually started 3D Mail Results because I have a business-to-business distribution company where I use 3D-Mail. I was tired of running around looking for 3D Mail products. I have one 3D letter that has produced well over $10,000,000.00 in business – Yes that’s 10 Million Dollars.
I have another 3D Mailing that was used to sell a $10,000.00 product in a Business-to-Business environment that produced a 3,333% Return-on-Investment! Some of the most successful 3D Mail campaigns have been sent to multi-millionaires for investment opportunities.
Later in the week I'll post on how and why 3D mail works in both the Business-to-Consumer and Business-to-Business sector equally as well. Stay tuned.
www.3DMailResults.com
Wednesday, July 30, 2008
Turn Your Mail into 'A-Plie' Mail
We'll pick up our discussion from Monday on how 3D mail will turn your regular mail from "Junk Mail" to "A-Pile' mail.
Good housekeeping did a survey to find out what’s the first thing people do when they get home from work. They found that the first thing they do is open their mail! And guess what? They open it over their trash can!
You, and Me, and Everyone Else, Opens Their Mail the Same Way... They put their mail into piles… at least in their mind.
The first pile is the “C” pile. You don’t want your mail to end up in the “C” pile. The “C” pile screams to the recipient, “I’m Junk Mail. I’m from someone you don’t know, trying to sell you something you don’t want.” Often “C” pile mail ends up in the trash can without even being opened. If it does get opened most of the time your message never even gets out of the envelope.
The “B” pile is the “Well I guess I ought to open it pile”. The best you can say for “B” pile mail is that it’s better than being in the “C” pile. But you still have a huge obstacle to overcome. No one is excited, eager, curious or inquisitive when they open “B” pile mail. If you’re mail is in the “B” pile and you have a great headline you might have a chance of getting a response.
The “A” pile is where you want you’re mail.
That’s mail that says to the recipient “YOU GOTTA OPEN ME!”
Let’s say you went to the doctor he said he wanted you to have a biopsy on some skin tissue and let’s assume one of your parents died from skin cancer. So the doctor tells you that you’ll get the results in the mail in a couple days.
Now, you come home from work and get your mail from the mail box and you see a big manila envelope from “Skin Test Laboratories”. Do you even get into the house before you open it? Probably not. That’s the kind of response you want your mailing to have. You want your client, customer, patient, member, or prospect to be so curious that they can’t wait to rip your mailing piece open right away.
Check back in a couple days and we'll discuss a couple basic human instincts on why 3D mail gets such great results.
www.3DMailResults.com
Good housekeeping did a survey to find out what’s the first thing people do when they get home from work. They found that the first thing they do is open their mail! And guess what? They open it over their trash can!
You, and Me, and Everyone Else, Opens Their Mail the Same Way... They put their mail into piles… at least in their mind.
The first pile is the “C” pile. You don’t want your mail to end up in the “C” pile. The “C” pile screams to the recipient, “I’m Junk Mail. I’m from someone you don’t know, trying to sell you something you don’t want.” Often “C” pile mail ends up in the trash can without even being opened. If it does get opened most of the time your message never even gets out of the envelope.
The “B” pile is the “Well I guess I ought to open it pile”. The best you can say for “B” pile mail is that it’s better than being in the “C” pile. But you still have a huge obstacle to overcome. No one is excited, eager, curious or inquisitive when they open “B” pile mail. If you’re mail is in the “B” pile and you have a great headline you might have a chance of getting a response.
The “A” pile is where you want you’re mail.
That’s mail that says to the recipient “YOU GOTTA OPEN ME!”
Let’s say you went to the doctor he said he wanted you to have a biopsy on some skin tissue and let’s assume one of your parents died from skin cancer. So the doctor tells you that you’ll get the results in the mail in a couple days.
Now, you come home from work and get your mail from the mail box and you see a big manila envelope from “Skin Test Laboratories”. Do you even get into the house before you open it? Probably not. That’s the kind of response you want your mailing to have. You want your client, customer, patient, member, or prospect to be so curious that they can’t wait to rip your mailing piece open right away.
Check back in a couple days and we'll discuss a couple basic human instincts on why 3D mail gets such great results.
www.3DMailResults.com
Monday, July 28, 2008
Why 3D Mail Gets Such Great Results
I've been getting a lot of emails and phone calls the past couple weeks about the basic elements of 3D mail. Why to send it, how to send it etc, what should I send, etc. So I've written a series of articles that will touch on these subjects. Feel free to let me know what you think. Here's the first installment.
What is 3D Mail?
When it comes to 3D Mail, 3D says it all. A regular envelope has length and width, but very little depth. 3D Mail has length, width and depth. It can be an envelope with something in it that makes it 3 Dimensional. It can be a box, or a mini garbage can, or a bank bag, a message in a bottle, a treasure chest, or one any one of thousands of items.
Why Does 3D Mail Get Such Huge Returns??
What would you do if you HAD to make your next mailing work? What if you could only mail ONE letter and if you didn’t get a response you would, quite literally, be beheaded?
- Gary Halbert
Why does 3D Mail get such huge returns for those who use it? First and foremost, do you really care why it does? Every great direct mail guru will tell you it really doesn’t matter why anything you test works, what matters is testing one scenario verses another and using the one that perform better… and we’ve never heard of a direct mail expert who doesn’t advocate at least testing 3D Mail.
If Your Mail Doesn’t Get Opened and Read It Can’t Be Successful
One of the biggest advantages of direct mail is how easy it is to measure and test one campaign verses another and measure your response rate and your ROI. The fact is we’ve never seen a single test in which 3D Mail didn’t increase the response rate. The question then becomes, does the improved response warrant the extra expense. With that said, let’s continue with our discussion of why 3D mail outperforms the same mailing without the 3D item.
In my next tip I'll continue our discussion with how to turn your 'junk' mail into 'A-pile' mail.
www.3DMailResults.com
What is 3D Mail?
When it comes to 3D Mail, 3D says it all. A regular envelope has length and width, but very little depth. 3D Mail has length, width and depth. It can be an envelope with something in it that makes it 3 Dimensional. It can be a box, or a mini garbage can, or a bank bag, a message in a bottle, a treasure chest, or one any one of thousands of items.
Why Does 3D Mail Get Such Huge Returns??
What would you do if you HAD to make your next mailing work? What if you could only mail ONE letter and if you didn’t get a response you would, quite literally, be beheaded?
- Gary Halbert
Why does 3D Mail get such huge returns for those who use it? First and foremost, do you really care why it does? Every great direct mail guru will tell you it really doesn’t matter why anything you test works, what matters is testing one scenario verses another and using the one that perform better… and we’ve never heard of a direct mail expert who doesn’t advocate at least testing 3D Mail.
If Your Mail Doesn’t Get Opened and Read It Can’t Be Successful
One of the biggest advantages of direct mail is how easy it is to measure and test one campaign verses another and measure your response rate and your ROI. The fact is we’ve never seen a single test in which 3D Mail didn’t increase the response rate. The question then becomes, does the improved response warrant the extra expense. With that said, let’s continue with our discussion of why 3D mail outperforms the same mailing without the 3D item.
In my next tip I'll continue our discussion with how to turn your 'junk' mail into 'A-pile' mail.
www.3DMailResults.com
Friday, June 27, 2008
Even Microsoft Gets it (somewhat)
You see, even big dumb companies sometime get it right (well, somewhat right). I received a box in the mail not too long ago. When I opened it, this is what I saw:
WOW!! Microsoft using 3D mail! I was impressed. They had obviously spent some major time and money on this. It was a great little die cast car. Complete with copy and teaser all around the box, and on the car itself. What a great way to use 3D mail.
However, my amazement stopped there. After admiring the 3d mail, I turned to their sales letter. You can see a copy of it here, for your amusement.
This breaks just about any very rule in the Direct Mail marketing book. Company logo as a headline, no personalization, no offer... I could go on and on.
So, what does this mean for Microsoft? Simple. They spend a ton of money on this cleaver, clutter busting car, then sent horrible copy. And you know what they exec's at Microsoft will say?? "Well, 3D mail obviously doesn't work!"
No matter how cleaver the 3D mail object, or how much you spend, a 3D Mailing simply will not pass the test with horrible copywriting. It's that simple. It won't pass the test unless you have the right list, too. But that's another email all together.
You don't need to be the world's greatest copywriter to sell. Hell, you can even pay someone to do it! But you gotta know good copy when you see it.
(Here are a couple great resources on copywriting. Whether you want to learn it yourself, or just be able to ID good copy when you seen it. ( Dan Kennedy No B.S. Marketing Newsletter, 2 free months)
The bottom line... Even this 3D Mail Guru says 3D mail isn't worth it if you send it with crappy copy.
www.3DMailresults.com
WOW!! Microsoft using 3D mail! I was impressed. They had obviously spent some major time and money on this. It was a great little die cast car. Complete with copy and teaser all around the box, and on the car itself. What a great way to use 3D mail.
However, my amazement stopped there. After admiring the 3d mail, I turned to their sales letter. You can see a copy of it here, for your amusement.
This breaks just about any very rule in the Direct Mail marketing book. Company logo as a headline, no personalization, no offer... I could go on and on.
So, what does this mean for Microsoft? Simple. They spend a ton of money on this cleaver, clutter busting car, then sent horrible copy. And you know what they exec's at Microsoft will say?? "Well, 3D mail obviously doesn't work!"
No matter how cleaver the 3D mail object, or how much you spend, a 3D Mailing simply will not pass the test with horrible copywriting. It's that simple. It won't pass the test unless you have the right list, too. But that's another email all together.
You don't need to be the world's greatest copywriter to sell. Hell, you can even pay someone to do it! But you gotta know good copy when you see it.
(Here are a couple great resources on copywriting. Whether you want to learn it yourself, or just be able to ID good copy when you seen it. ( Dan Kennedy No B.S. Marketing Newsletter, 2 free months)
The bottom line... Even this 3D Mail Guru says 3D mail isn't worth it if you send it with crappy copy.
www.3DMailresults.com
Thursday, June 19, 2008
So, can you mail it for me??
That's a question I hear just about daily here at 3D Mail Results. And the answer is, "Absolutely!" We've teamed up with a couple fulfillment houses around the country to help get your 3D Mail items out the door with no effort on your part.
We'll coordinate everything from the printing of the sales letter, envelopes, labels, fulfillment of the mailing, even drop it in the mail for you. Or pack it all up and FedEx to you so you can drop it in you local post office mailbox to get your local imprint so your clients think you did all the work yourself.
We know this direct mail business inside and out, so you'll know it will be done right! Give me a call at 888-250-1834 and let's talk about your next stress free mailing.
www.3DMailResults.com
We'll coordinate everything from the printing of the sales letter, envelopes, labels, fulfillment of the mailing, even drop it in the mail for you. Or pack it all up and FedEx to you so you can drop it in you local post office mailbox to get your local imprint so your clients think you did all the work yourself.
We know this direct mail business inside and out, so you'll know it will be done right! Give me a call at 888-250-1834 and let's talk about your next stress free mailing.
www.3DMailResults.com
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