Know-How Exchange : Copywriting

Greetings Miguel,

Couple of thoughts.

First, I appreciate your candor. Admitting your concerns in a forum like this takes guts. That's a good quality to have in a business owner.

Second, don't get distracted from the 'right' questions you want to be asking. Debating what is / is not a 'reasonable' rate of response is not what you want to know. Whatever allows you to make a decent buck and not waste your family's investment in your project is a 'reasonable' response rate. Period.

Third, if you've hung out here enough you probably know that a successful venture depends on knowing what people want and then providing it to them at a price they will pay and you can afford to accept.

What I suspect is that you've focused on the 'how' far more than the 'what' or 'why' that people want. Remember the old expression, "People don't buy hand-drills, they buy holes"? It's the consequential benefit you offer that snags people's attention -- and their response.

Do people want a website (hand-drill) or, what that website might be able to do for them (increase eyeballs, traffic, response, revenues, etc.).

米盖尔,你是一个完美的例子。如果我万ted your attention, I'd be better off asking, "Do you have a response rate that won't keep up at night with fear and worry?" Followed by, "Would you like that?". Notice, we haven't even talked about HOW . . . because unless the WHY you'd care is established, the 'how I can do that' has no context in which your prospects can appreciate it.

Third, I would definitely go out and talk face-to-face with local business owners. Yes, get your 'feet wet' and 'hands dirty'. It's called 'market research'.

So far, it appears that you've made assumptions about what your marketplace wants from you -- and probably 'who' that marketplace is, too. Both TESTABLE presumptions. And test -- by talking with the very kind of people you want to attract and serve -- is what you must do. You don't need to hire anyone. YOU do this. You'll find out -- fairly quickly -- what your target marketplace really wants . . . and THEN, you can 'position' your service as a means to that end or ends.

I'd also advise you to consider that an established business that does not have a website isn't necessarily your 'best prospect'. Why? Unless they're fairly new, if they've survived without a website (hand-drill, not a hole!) they may not be terribly concerned about NOT having one. Ironically, you might do better approaching businesses that already have a website. Why? They obviously believe in the medium. So that 'sale' has already been made! However, they may have other goals or 'unmet needs / desires' that their existing websites just aren't delivering . . . and THERE, Miguel . . . may be just the opportunity your service could help them address BETTER than their existing website is doing.

One unexpected benefit of doing this kind of basic research is that you're likely to be asked, "Tell me son, would your service be able to . . .?" Very often, it will be. In which case, you've just found a 'qualified prospect' for your service! (sure beats the hell out of sending a couple thousand brochures and paying hundreds in postage, doesn't it!).

And don't fret over the brochures you've got printed up. I'm sure, given your background, that they're superb.

However, unless you've got a 'killer' message and offer, a brochure isn't as useful as a lead generator as it is a follow-up / leave behind piece that 'confirms' your service's features and benefits -- once the desired outcomes your marketplace wants -- have been clearly, concisely and coherently identified and confirmed.

Miguel, you seem like an earnest young man with a desire to help people fill a need and make a living / protect your family's faith and trust in you. You're on the right path.

Just make sure the solution you've developed is seen, by the marketplace you seek to attract and sell, as a meaningful means to the ends they desire.

走出去,跟业务人员。ask, "Are you at a point where increasing the number of people who know about your business / respond to your business . . . is important to be doing BETTER than you are now" If they say, "Yes!" then ask, "Tell me, what's the single biggest reason why YOU think that's not happening as you'd like?" then ask, "OK, and if that was addressed, what's the second biggest obstacle you'd have to address to improve traffic / response?" Keep asking until they run out of 'obstacles'. And listen to what they're saying. I bet, in an extremely short time, you'll start to see a trend or theme of the 'most common obstacles' that business owners in your target marketplace are living with and frustrated by. Then, you can decide IF your service will address them and, if so, HOW to best communicate that fact.

I like your courage. Couple it with some sound feedback gained from talking with people you'd like as clients and I suspect you cam do very well. Stay the course . . . and if you feel the need to do so, I'd be happy to have you contact me directly for more ideas on this project -- my contact information can be found in my MarketingProfs Profile.

All the best,

Bill

You may not like to read what I'm about to tell you, but, I simply have to share some painful truths.

First off, 2 percent response rates is fairly common when mailing promotional offers to complete strangers. I do direct mail for dry cleaners, and like you, they see everyone has a need (anyone who wears clothes is a potential customer). Fact is, just because you see a need, it does not mean everyone if going to take you up on your invitation. Even when one offers 100 percent off (or free), you would thing you would have 100 percent of the folk who received your offer take you up on it, right? Well, even when you give it away, not everyone responds. So, 2 percent of not too bad.

Of course, 10 percent response rates would be nice to have, but, that will take a lot of research, a lot of trail and error to find the perfect offer, it will take a lot time, it will take some money, it will take patience and perseverance. I doubt you have a surplus of either of the above. It took me almost 16 years of hard work and research to find the right offer that generates between 5 and 17 percent response rates for my clients. Again, sorry.

Repetition is key. If this is the first wave of marketing you've done, its not uncommon that 98 percent of folks simply toss your ad without reading it. If you do it again (and soon), you'll find 96 percent of the folks may toss you ad unread, but hey, you are increasing your read rate! Third pass, and you'll find you get more respondents. Fourth, fifth, etc, readership goes up, and you become less of a stranger. You know how sometimes you have to ask one girl out on a date three or more times? Same thing with customers, you have to break down their resistance with repetition. Advertising is a lot like a perpetual motion machine, you have to get it moving before it has any momentum.

Now, advertising on the Internet is important, but, do your potential clients understand that? Let's be honest, not everyone understands the impact of the Internet. Can you produce quantifiable results? Can you guarantee that your skills produce more leads, more customers, more sales? If you can, then you can sell the increased opportunity. Again, who wouldn't;t mind paying you a dime for every dollar you can generate for your client? Can you? If you can, you should be selling like crazy. If you sell like crazy, you should be selling based on a percentage if increased cash you bring your client.


You may be better off going to one on one sales calls, and charge more per successful sales call than doing shotgun direct mail until you are broke. Its early days, do what produces sales. They key is business survival and hitting break even, THEN experiment with advertising. If it was as easy as open the doors and dump out a bunch of fliers once to become successful, well, America would look a lot different these days.

Sorry for the brutal honesty, but, this is the real world.

Darcy Moen
Customer Loyalty Network

Hello,

The 2% response rate was true about 20 years ago.

50 is not a good sample size and you should not be writing your on mail piece.

I have 17 years experience in DM and I joined this website to help and not sell.

I would not recommend DM at this time for you as many have said thus far.

Get out and network with the small business owners. Join the chamber. If you are new to networking and want to learn, join a BNI group.www.(BNI.com) It is geared to small business owners. I am a small business owner and I am in one.

Learn what your target audience wants.! Once you know that then you can create a DM.

Check out NYreport.com. It is a regional pub but has a wealth of information on marketing, sales etc...

Visit this site daily. I have learned so much from the members.

Good Luck

Thank you

Miguel,

You have some good pointers here. I agree with certain points of Bill, Darcy, and Palmesedirect.

As Bill said first and palmesedirect concurred, you must get out there and meet people in person, and as you’ve learned, getting a face-to-face meetings when cold calling is hard. So using the networking approach using places like your Chamber and BNI makes sense. Many cities also have business after hours networking events that are free, look for them. (Try to find out what organizations your local business owners are members of when doing any cold calling.) Keep your eyes open, if they are chamber members, most likely they will have a plaque or sticker displayed in their business

If you attend church, this is another place to network, as are civic organizations like the Lion’s and Kiwanis. The key to all of these is meeting people, how do you do it when you walk in and don’t know anyone? You need a plan for this too. I would make multiple investigative visits of each group, without paying any dues at first, to find a few that really seem to fit you well. Look for a good membership director that takes time to introduce you around.

Try to find out what other local business events go on. See if you have a local business magazine or paper. Search the ads for networking events. Just remember, that joining these groups and paying dues won’t get you anything unless you work them.

When you finally decide on one to join, then you volunteer to help on projects/events that the group puts on, that’s another way to meet people fast.

Also, make sure you invest some of your money on at least one or two nice suits, and when you attend any meetings/events, make sure you look sharp and have good hygiene. People will judge you on these two things.

I would not give up on using direct mail though. I would use a series of personal letters to the owners asking to set up a meeting on how you can help their business as mentioned by Bill. I would also do postcard mailings to new people you meet. Maybe a postcard each month with web marketing tips. Become the expert in your area first.

And make sure you have a lead capturing devise on your website, so you can send out web tips via email when people subscribe.

And as Darcy says, you have to be persistent, and it takes time. You have to be in this for the long haul.

Other than telling you “that you should read my book” and you should, I would advise you have a lead management and follow-up system in place, and locate a cheap color printer. If you need leads for these, let me know. schulte@nmoa.org