3 Ways to Create a Big Bang in Your Business with Direct Mail with Justin Miller - I Love Marketing Episode #442

Mathematically though, what we're looking for is compound referrals. Not one job like who can send you multiple. So if someone can refer you two clients a year for the next five years, how much can you spend to build that relationship?

If you'd like to join world renowned entrepreneurs at the next Genius Network event or want to learn more about Genius network, go to geniusnetwork.com how do you.

Get even more business? You can use social media ads, you can go out and speak to different groups, you can ask for referrals, you can make cold phone calls, you can send out emails. All of these work. Or you can do something that has been declared dead, extinct, inefficient, expensive. Plus some call it even call it a dinosaur. Which as you know, dinosaurs disappeared over 66 million years ago. Or did they? Steven Spielberg brought dinosaurs back to life in his 1993 super hit movie Jurassic Park. And that one movie led him to generate over 3.7 billion in sales from the four movies, the theme park and product sales. What if you could use dinosaurs to help you grow your business? That's exactly what Justin Miller is going to talk to you about. You're going to hear a simple yet powerful three part formula for your business to help you get even more clients and customers and get even more raving fans. Justin's business, Profit911 Consulting helps his clients get even more referrals, helps them get even more new clients and customers, helps helps them make even more sales and create even stronger client relationships. How does he do this? By using a simple three part formula that can cause a big bang in your business. Justin's title is all about dinosaurs. Three ways to create a big bang.

You guys have been surrounded by this Halbert quote over here. Any problem in the world can be solved with the right sales letter. Well, he actually was talking about printing and mailing stuff, which is what I do now. Sales letters you can do online and stuff as well. But every time I've had a conversation. So I'm new. If you didn't realize this, I was at an annual meeting. I say I do direct mail. The first thing I get is people still do that. Is there mail in your mailbox? Yeah, they do. And smart ones do it too. So it works. And I'm going to share why.

All right.

And I'm self declaring myself the largest live dyno owner in the world because I think that's safe. Okay, so direct mail is not extinct. I use it, my clients use it. You should probably be using it too. Those of you that are doing it great. The rest going to give you the easiest way to start without like banging your head against the wall. So first off, I typically deal with high value service providers. Direct mail is a slam dunk for you. If you're a high value, high ticket type item. It can be done for product, it can be done for other things. It's tougher. So this is the easy route if you fit into that. If you don't, you've got to tweak what I'm saying. Second thing, you have to get out of your mind. Percentages. Now you need to track them, but you got to get it out of your mind. You got to think in dollars in the bank. So I have clients that get 30, 40% response. Completely abnormal, by the way. It depends on who. I have clients that get 1/10 of 1% and are thrilled with it. So try not to get caught up in percentage response. You're going to hear you send something out. 1% or 2% response is typical. Given no information, that's probably accurate, but it's varies widely. So finally, it's not hard. At least with the parts I'm going to share, it's really not hard. You can make this difficult. Please don't. So I'm going to give you three parts. I'm going to give you three dinosaurs. So three different techniques and tactics and some of the strategy behind them to get rolling here. So we're going to resurrect some dinosaurs. So number one in your herd is going to be Triceratops. Here you're getting some dinosaur facts too. You probably didn't think I was serious, but you're getting them. So number one, Triceratops. You look at him, he's a powerful dude. He's a big guy. Okay, what else do we know about Triceratops? Yeah, he's got the horns. May not have thought of this though. He's a slow dinosaur. He's got giant body, little legs. He's slow, he doesn't go very far. Kind of sticks around close. This is important because your first tactic follows the same. So your first tactic is print client newsletters monthly. Now you receive one as a member of Genius Network. It's not quite the same formula that's appropriate for most because Joe and his team are trying to provide real value. We're just trying to let people know we exist and remind them about us. So print client newsletters going out every month without fail. Who does it go to? Current clients. Everyone's got current clients. If you're in this room. If not, you got a Ponzi scheme or something. You still have clients. You had to pay the ticket to be here. So you got current clients. Also people that you want to influence and kind of know you, but you want to strengthen the relationship. Second, the purpose of the print newsletter, Repeats and referrals, nothing else. Yeah, you can sell in it if you want, but for the most part, it's reminding people you exist. They go away because they forget about you. Turns out you're not as important to their life as you thought you were. So it's to remind them every month that you exist and to train them to refer. Now, secondarily, and maybe primary, you should entertain as well. So put some fun stuff in there. Don't just try and teach, teach, teach. So you might be wondering, math on this. So how do I make this work? So my previous company, before my marketing company, was a wedding disc jockey company. Probably wouldn't be able to afford the ticket to be in this room when I had that company. So our average job, maybe $500 profit. Okay. And I mailed the newsletter to every client. We did weddings, by the way, which makes this even worse. Math. So in the US like, 1/10 of 1% are getting married in a given year. You figure they're probably marrying each other, so you got even half of that. Okay. So we would mail this until they like disappeared or died or we couldn't find them anymore. So how long could we mail this thing to them? My math worked out to where I could mail them 40 years and get one referral. And it worked. 40 years in a somewhat crappy business. So I'm guessing you can do this. And the math, by the way, is about a dollar a month per name, 12 bucks a year, 40 years, 480 bucks, give or take. You can afford print client newsletters. What's it do? This is Dan Kennedy. Determine. Builds a fence around your herd. So Covid hit two years ago. I ran digital marketing agency. For the most part. We do a lot more print mail now than we used to. But my direct competitors, some of them lost 80% of their business overnight. I don't think we lost any important clients to us now, not all attributed to the newsletter, but definitely a major part because it strengthened this relationship. We weren't just a cog to them. So this is the easiest, cheapest way to be in front of them. All right, another dinosaur one you probably haven't heard of. Styracosaurus. Yes. I had to look up how to say that what's important about him lives in large groups. We know this because they found 100 dead ones here in Arizona. They found them all together. This was unusual for dinosaurs. If you have kids, by the way, you know some random facts, even tempered. I don't know how we know this, but apparently they're even tempered. This one's even more. I don't know how we know it, but if there was a dinosaur that could be trainable, this is it. You'll see why I need that point in a second. So the styracosaurus is referral intro letters. So this we're mailing out to people that can send us referrals and introducing ourselves. Only a few things you're trying to do, you're not trying to sell. Here's who I am. Here's how I can help you. Here's how I can help people that you refer and why you should refer them and how to refer. Brief call to action. You send it to herd owners though. So who has a lot of people who has the hundred dinosaurs getting ready to die together? I guess that's a cult, not a herd. But same thing. Mathematically though, what we're looking for is compound referrals. Not one job like who can send you multiple. So if someone can refer you two clients a year for the next five years, how much can you spend to build that relationship? A lot. Repetition is key. Don't just send one letter, just probably the same math work. Send it forever until they call you and tell you to disappear and jump off a bridge and then take them off the list. Unless you just have a glutton for punishment, I guess. Here's the thing though, we're building a real relationship takes time. They're going to reach out with you, maybe with a question. They might send one person and see what happens. What happens after that's up to you. It's not the direct mail anymore. Now we actually have to be an authentic human being and get to know and help them. And thankfully this group's good with that dino number three Velociraptors. Everyone knows this one loves it. My staff said we needed some blood in here. So we got raptors. What do we know about raptors? Carnivores. They're aggressive, they're hungry. They're hunters, right? They're pack hunters. So if you watch Jurassic park, you know, they're the ones that sneak up and they come in from two sides and then eat the guy or whatever competitive they fight for the food that's on the screen. Your raptor is a Sales letter. This is number three for a reason, but most people think it's number one. This is searching for an end buyer. This is the hardest thing to do. You mail to a lead list. I can help you source a lead list if you know what your client looks like. But you're mailing and you're trying to get them to book a consult, buy a service, buy a product you're hunting for a meal, a direct sale, a one time gig. The math changes on this. You probably also have to send them multiple things. Hit them with multimedia so not just mail but online and chase them all over the place. It's getting tougher to get attention, so it's difficult for long term roi. Now it's awesome. If you get it working, it's great. But it's not where I start because it's most difficult. So this is your herd, your three dinos in if I have my preference order of importance. Now they're slowest to make money first. So newsletters, slowest referral letters, sales letters. But it's what I would follow if I were you. It's what I did in my own business. If you're only going to do one, do the newsletters. It will yield you countless results over time. So who matters more than what you say? So who it's going to matters more than what you say in the piece. You all should know that you're in the room right here. You paid for the who because lord knows none of us know what's going to be set up here. Consistency equals results. Don't just mail this once and stop. Don't dip your toe in the water. Yes, set a limit. But don't just do it once you're in for disaster. Start small. You can test with a list as small as 500. I suggest you start a little higher. But if you just want to dip your toe, that's it. So it's easy as 1, 2, 3. Start your own Jurassic marketing plan. I hope there's nothing copyrighted in that, but start with your own herd. First, the newsletters. Number two, find other herd owners and let them do the hunting for you. Much easier. Number three, hunt down individual clients for you. If this sounds like a lot of work, there's people that do it for you. There's multiples in this room actually, by the way. So companies like mine do everything from design the content, write it for you and physically print and mail it for you. Don't get caught up in the details. Probably don't do it in your own office or delegate it. It'll never get done. So let's resurrect some dinosaurs. Get that direct mail rolling.

Don't miss another episode of I Love Marketing. Subscribe today@ilovemarketing.com if you'd like access to the show, notes or resources to help you take action on what was discussed, please visit ilovemarketing.com 442.