important coaching call...

IMPORTANT COACHING CALL INFORMATION

Date: June 10, 2015

Time: 2:00 Eastern (1:00 Central, 12:00 Mountain, 11:00 Pacific)

Duration: Approximately 70 minutes

Topic: Lead Generation Gone Wild - How the ‘New’ Direct Mail is Getting Killer Results for Contractors Now

Call: 512-225-9381

Your Access Code Is: 782108#

1. Print your Workbook so you can easily take notes and follow along with the presentation. 2. Use your free marketing tools, and send any questions to [email protected]. 3. Act. Now. Today. Remember, this information is only provided to Coaching Club members, but it’s up

to you to put it into practice. It’s never too soon to put your marketing to work for you.

YOUR COACHING CALL ACCESS INFORMATION

Your Coaching Call Workbook has been created and designed to help you follow along with Adams and Joe on today’s call. To maximize your experience, be prepared to take notes and learn everything there is to know about today’s topic, “Lead Generation Gone Wild - How the ‘New’ Direct Mail is Getting Killer Results for Contractors Now.”

HOW TO GET THE MOST FROM YOUR COACHING CALL

Adams Hudson

Lead Generation Gone Wild -‐ How the ‘New’ Direct Mail is Getting Killer Results for Contractors Now

Lead Generation Gone Wild

How the ‘New’ Direct Mail is Ge3ng Killer Results for Contractors Now

•  Media Integra,on That Works •  ‘Good and Bad’ Marke,ng Examples •  Myths You’re Being Told •  Well-‐Inten,oned Insul,ng Remarks

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Current and Significant Contractor Marketing Problems

1.  Confusion over marke,ng op,ons; Undelivered promises

2.  Constant, unpredictable internet changes 3.  No system of steady lead-‐flow

4.  Highly distracted customers

5.  No ,me to create and implement all the good stuff that’s recommended

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Opportunities for Massive Image and Lead Growth 1.  Other contractors facing same problems 2.  Customers are hungry and will pay for: . 3.  Customers are sick of: . 4.  How to break through the cluUer 5.  Direct Mail is wide open; best responses for earlier users of new methods

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40 Monroe Street • Montgomery, AL 36104 • 1-334-262-1115 (FAX) • 1-800-489-9099 • www.hudsonink.com

Direct Mail’s Big Comeback “Due to online compe==on and reduced response,

we’re increasing our 12-‐month plan for direct mail. We've got to be in front of customers."

Shawn Mielke, eBay

Senior Director of on-site and Direct Marketing DM News, 10/12

“Angie's List membership now includes our mailed monthly publica2on. Includes best and worst companies in your area, buyer warnings, and ar,cles on maintenance, ,ps and tricks.”

www.angieslist.com

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“Though web sales are very robust (up 4.3% in ’13), Direct Mail legi%mizes online presence, and keeps us materially present in customers homes.”

Millard Drexler, CEO, J.Crew

Mailed 40,000,000 catalogs in 2014, up 2m from 2013 Source: No B.S. Marketing Journal, 1/14

“Google is focused on Direct Mail as a primary method of selling it’s own AdWords campaigns. Why? ‘It is ge-ng increasingly harder to be seen online, and direct mail is far more targetable.”

Catherine Maley, MBA, Online Reports

8/13

Direct Mail’s Big Comeback

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Why Advanced Marketers Are Using Direct Mail Now

•  Less clu7er •  Hyper-‐Targetability •  Controllability •  No wai2ng •  Stealth •  Be7er Response Rates

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Response Rates and ROI per Medium…email vs direct mail MMEEDDIIUUMM RREESSPPOONNSSEE RRAATTEE TTOO

House list Bought list •  Email .12% .03% •  Direct mail 1.3% .39%

DDIIFFFFEERREENNCCEE 1100..88xx 1133..33xx

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Stuff Others Are NOT Telling You About 5 Marketing Messages:

•  Image connotes i , q , naturally aligning with h p .

•  Branding (TOMA) brings R through

R .

•  Reten2on is for R sales, R , and R R .

•  Direct Response is for L G . •  Ins2tu2onal is .

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Salesmanship in print, audio or video; a compelling demonstration of value that leads to action.

•  Headline •  Distinct Offer – Irresistibly beneficial, ‘Why’ •  Social Proof •  Guarantee •  Limitations of time or quantity, “S o U”

Note 1: DR is the most explosively powerful message Note 2: Overuse can cause credibility drop.

Crucial Direct Response Triggers

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Direct Response: Results from Real Contractors

> From 0-‐$17k in 2 days “Can’t believe how fast this works. In the first month of having my PowerSuite, I sent my first leUer (the “$470 Trade-‐In”) to a very specific list. Within 2 days, my phone started ringing and generated $17,304 in revenue almost instantly.

Buff Brown – Desert Cooler Specialist

> Just over $200,000 in first 2 months of new business

“We added HVAC to our Electrical and Plumbing services. The first direct mail offer pulled just over $200,000 in sales in less than 2 months. We s,ll can’t believe it. Thanks a ton.”

Noble Yelverton – Dixie Electric, Plumbing & Air

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Guaranteed Poor Performer

602-‐555-‐1212

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Sent 3,200 per week (5 weeks) Before = 30 leads After = 192 leads

•  $14,520 TUs

•  $12,200 add’l (1:5 )

•  Total svc = $26,720

•  6 systems = $36,300

•  Mail cost = $4,880

$63,020

Energy Savers Call 262-2555

After Before

CASE STUDY #1:

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Co-Op Dilemma

Do you run ads you know will work fully at YOUR expense, or run ads you know will NOT work par,ally at your expense?

•  East Coast contractor was allowed 30% co-‐op par,cipa,on for their Direct Mail pieces

•  Tested using solid DR principles vs co-‐op •  Results: DR piece outsold co-‐op by $135,005

CASE STUDY #2:

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Garrity Services

DR Changes Kill “Factory Co-op” Ad, Skyrockets Sales by $135,005

Red Arrows: •  Summarize 14pt tune-‐up ‘meaningful value’ •  Repair Free Guarantee •  117% Return on Investment •  Proven Value over‘cost’ •  (In box) Get a refund if you don’t love it

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Card/Ltr T-U’s MA Cost Co-op Sales Gross $

CASE STUDY #2: Spring/Fall Service Promotion Sales Results Company X, SJL

A Manufacturer

39 21 $18,430 $6731 $18,047 $6348

B (p. 99 SMA)

269 148 $13,071 NA $153,052 $139,981

Diff. +230 +127 $ 5,359 NA $135,005 $133,633

“Results couldn’t have been more different…ended up getting 211 Agreements… far outweighed co-op”

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GET OPENED, CONSUMED, RESPONDED

1.  Target Market List: Customers, ‘mirrors’, ‘clusters’

2.  The Message: Follow all the DR parameters 3.  Sequential follow up: PostCard after letter, email before and/or after, phone call. *

Secret Weapon: The envelope 4. From and to a person, no labels on #10 envelope.

5. Non ‘bulk’ indicia or ‘Live’ postage 6. Teaser Copy

7. Address font match

7 Direct Mail Techniques to Drive More Leads

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If it doesn’t get opened, you’re guaranteed zero response

•  The envelope must say it’s worth opening.

Email subject line serves same purpose as teaser

Jason Winston

1441 Carmichael Court

Charlotte, NC 23451

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Image Building Matters •  Balances your sales promo,ons

•  Distances you from compe,tors

•  Increases your credibility •  Cheap and unprofessional marke,ng earns you a cheap and unprofessional image

•  Higher Image = Higher Prices

“How do I get higher prices?

“How can I ‘win’ jobs against cheap competitors?”

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““Why Did You Choose Your In-Home Service Contractor?””

Better Homes &Gardens

Survey 4/2012

Image = Perceived . Endorsement = , , visibility

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Cheap Can Be Expensive

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How Much is Your Image Worth?

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Cheap Can Be Expensive

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2 High Image Performers

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List Building – Mining the Gold in Your Business 1.  Ac2ve Customers – Transac,ons w/in 48 mo. 2.  Mirrors

3.  Clusters 4.  Previous or Inac2ve Broad List Purchase by…

5. Income

6. Age of Home

7. Age of Homeowner

Complimentary ‘Top 9 Direct Mail Lists’given at end of today’s lesson.

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Direct Mail plus Web Marketing Integration

What’s changed? M C .

Consistent messages consistently bring consistent results.

What’s NOT working? I I .

Coming up… Example and RESULTS of an “Integrated Contractor

Campaign” . 26

Offline: !  Direct Mail Letter !  Postcard !  Door Hanger

Then Add…

Simple Integrated Campaign

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Online !  Facebook post !  Email invitation !  Landing Page Report !  Online Video

Simple Integrated Campaign

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Mailing #1 Sent to 6,640 2nd Tier Prospects

Jason Winston 1441 Carmichael Court Charlotte, NC 23451

OFFLINE

CASE STUDY 3: Contractor pulls in over $200,000 in sales in first month of new service

Mailing #2 Sent to 3,881 1st Tier Prospects

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5 Total Pieces Used 1.  Direct Mail 2.  Email 3.  Social Posts 4.  Landing Page 5.  Bill Stuffer Integrated Marketing Pulls Over $200,000 in sales

the first two months in business “…We recently added an HVAC division to our company, yet didn’t know how to get the word out. (We knew who to call!) AUer you put together our ini%al pieces and plan, I am fairly shocked to say that we did just over $200,000 in sales of a brand new service in just under 2 months! We s%ll can’t believe it. Thanks a ton.”

Noble Yelverton Dixie Electric, Plumbing & Air 30 30

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1.  Use Email, Web Report, Web Video with ONE message.

2.  Add Direct Mail to targeted list

3.  Watch lines and inboxes light up

Simple Integrated Strategy

Direct Mail to targeted list

SEO Traffic, Leads

Email, Web Report, Video Strategy

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How to Build an Automatic Direct Mail Program

1.  Select the type customer you want to aUract. (Get Top 9 Mailing Lists report via email)

2.  Select what you want to sell (product, service) 3.  Get with your coach to choose a campaign

(Either ours or yours)

4. Schedule your drop dates (One ,me? Monthly?)

5. Start genera,ng leads and higher image

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What’’s Stopping You? How Can We Help You?

•  The thing that holds people up are:

1.  No good content to use 2.  Unsure about list selec,on 3.  Unsure about message quality

4.  Too busy doing everything else

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Direct Hit Services

Next 20 Coaching Members :

Completely PRE-DONE DIRECT HIT CAMPAIGN

" Letter (Image, Direct Response for service or equipment) " Envelope design (exact to our copy and specs) " Follow-up Postcard " Email, plus follow-up email " Web copy " Facebook post National Launch Price Range from $297-$497: No charge for first 20. You MUST agree to use the campaign with a MINIMUM of 2,000 mailed pieces AND to provide results. No exceptions. See workbook.

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Summary and Action Steps

1.  Use media of highest focus, measurability 2.  Direct Mail budgets for IHSC are 16-24% of total

marketing budget. Marketing budget should be: •  Conserva,ve Marketer – 20% •  Moderate Marketer– 22% •  Aggressive Marketer – 24%

3. Pick WHO you want as a customer, then: •  What you want to market •  When you want results •  How oaen you want results

4. Use layering and sequencing with online methods to maximize results.

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Monthly Coaching Tools, Resources

June 10, 2015 – Hudson, Ink MegaMarketer Coaching Club

Let’s Get Started. Please send me:

1. 1 HR Coaching call CD – Direct mail marketing expert Craig Simpson shows you how to make direct mail work for you and your company.

2. Free Report – Top 9 Direct Mail Lists. Learn how to create the best direct mail lists that generate the most leads and highest response.

3. Free Ad critique – Find out how you can make your direct mail campaigns perform better. Send to [email protected], and we’ll critique it at no-cost.

4. LIMITED TO FIRST 20 ONLY: Pre-Done “Direct Hit” Campaign – Includes letter, envelope design, follow-up postcard, emails, web copy and social posts. Designed for optimal results. (Printing and postage paid separately, quantity dependent.)

Apply for Your New Direct Hit Marketing Program: Please answer ALL questions to be considered for this program.

! Online: Click HERE . ! By Phone: Call to get details and reserve your spot in line at 1-800-489-9099. ! By Fax: Just print and complete this page, then fax to 1-334-262-1115.

Name: _______________________ Company Name:____________________________ My PRIMARY business category for this promotion: HVAC Plumbing Elec. Other? I want to promote: General Service Maintenance Replacement All-Purpose I want my message to build Image/Branding Leads All Purpose My database has about __________ (quantity) customers. My approximate annual budget for an automatic direct mail program is . I want to start: Now This month Next month Other .

I’d like a call from a coach to get started on this program.

Signature:____________________________________________ By signing, I agree to A) Send a minimum of 2,000 direct mail pieces and B) To provide results to Hudson, Ink.

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http://contractormarketing.hudsonink.com/acton/form/4032/008e:d-0001/1/index.htm

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