For a bit of background...when I first got in touch with this company, they were doing okay at 7-figures in global revenue - only a portion of which came from the division I was tasked with helping.
The problem is, almost no one knows how to "sell" correctly offline.
It's not about big images, short sales copy and other things most companies try.
Rather it's about targeted, emotional-driven sales copy that motivates people to act now. (That's why many of our ads are long, copy-heavy pieces (such as a 1,000 word newspaper ad, or 60 second radio commercial).
To show you how this works and how these strategies took the brand from just a $25,000 investment in 'offline' ads...to now over $1,400,000 per MONTH 'offline' in customer value...I broke it down to some of the key "growth laws" we followed...
GROWTH LAW #1 - Write 1,000 word advertorials and test them in last-minute newspaper ads.
You'll have to learn the art of direct-response copy to write advertorials that actually generate sales...or like I do and recommend these days, just hire a proven copywriter who has written at least 3 successful advertorials (preferably in your niche or a similar niche).
An advertorial, for those that don't know, is an ad written in an editorial format. The idea is to position your product as if it's a news story, so you'll want to reduce the hype, and instead work on blending in with newspaper.
BTW if you think newspapers are dead...think again. We've run numerous ads for this popular e-com company -- some profitable, some not -- but our best ad to date has generated over 7-figures in the last year, and shows no signs of stopping.
Don't know where to buy ads? Don't be a dummy and try to do it yourself! Instead, Google "remnant print ads" or "last minute newspaper ads" to find print brokers who can get you up to 90% discounts. Or just ask me and I'll point you in the right direction.
GROWTH LAW #2 - Use the winning newspaper ad concept to craft 3 to 5 sixty-second direct-response radio ads.
In each ad, follow this key structure: call out the audience, introduce the problem, agitate the problem, introduce the solution, and repeat the offer multiple times.
The basic idea you want to follow here (and really for all ads) is find a painful problem a lot of people have, agitate the problem (i.e. make it worse in the listener's mind), and then solve the problem with your product.
We also lean heavily on a format called "Star Story Solution". Here you have a star/hero in your ad, tell the story of a problem or issue they had, and show how it was solved with your product.
From the 3 to 5 ads you start with, you'll find 1 or 2 that get the biggest response. Now you know what creative angle is best.
Then take those top 2 ads and make them as strong as you can in terms of the offer, call-to-action, etc, and then split-test them. Scale the winner.
GROWTH LAW #3 - Rinse and repeat the proven ad concept into direct-response TV, front-end Direct Mail, Shared Mail, and Partnerships.
I won't say we've fully "cracked" TV yet, but have seen some success with ads that follow the format, offer, etc. used in radio - and we've seen that the "Star Story Solution" framework is key yet again.
For direct mail, re-use your newspaper advertorials (onto newspaper stock) and put them into "A Pile" mail pieces that do not get overlooked or thrown out by recipients. This means they go into a white envelope with a handwritten address and live stamp. It will also help to send postcards out...more on that in Steps 5 and 6.
And partnerships are KEY. Because once you have critical mass with monthly shipments, you can do reciprocal package insert swaps, which means you send inserts in each other's package, yet you're just paying for the cost of printing.
Due to these huge savings and great market fit, one company we work with sees stupidly high ROI's (aka 900% return or more) from partnerships/reciprocal swaps.
GROWTH LAW #4 - Craft and automate your direct mail backend.
(This could easily be Step 2, because as soon as you’re generating steady customers/sales, you should have a backend in place to significantly increase customer lifetime value)
Simply put -- this is where you mail your new customers multiple times in the months after they order from you, with the goal of improving their experience while upselling/cross-selling other products.
Most companies have email backends setup. But it surprises me that almost NONE of them have direct mail follow up sequences.
This company wasn't a huge fan of our typical sales-driven backend since they are brand-builders. So instead they have a bi-weekly package-based follow up sequence with things like handwritten-font postcards, little free gifts, encouraging messages and the occasional cross-sell or re-engagement offer.
For other companies, we always recommend setting up a direct mail campaign to your recent, highest-value (and potentially multi) buyers, followed by a longer automated direct mail sequence for all new buyers.
Our automated sequences are typically a full-year long (seriously). There isn’t mail sent every day of course, but there’s a blitz in month one with as many as 8-12 touches (depends how aggressive you are); and afterwards, a touch point every 1-2 weeks that’s proven very successful.
** 5 - Retarget website *abandons* with direct mail (this can generate a 300-900% return on ad spend)
Most people have no idea this is possible.
And some of you might cringe at this...
But by dropping a pixel on your site, you can track user activity, score visitors based on their likelihood to buy (with a mix of metrics as well as matching their buyer behavior within large databases)...
And then reverse-append their info to find their mailing address!
* Yes, without any email address or other personal identifying characteristics...there are ways to find an exact user’s mailing addresses. *
This is basically retargeting on Steroids.
And while you won’t find a match for everyone; typically you can match up to 70% or more of your web visitors.
Your first step though, if you're not doing this already, is to retarget actual cart abandons with mail. That’s a bit easier since you’ll already have some (or all) identifying characteristics.
Once you're seeing steady results mailing your cart abandons, that's when you move into your general website visitors.
The pixel you'll have placed earlier will compile all visitors, layer on a scoring method to filter out people that didn’t spend enough time on your site, didn’t scroll through a bunch of pages, don’t have a good history of buying similar products, etc.
And once you've narrowed down all the visitors to your "cream of the crop" that are most likely to buy...
Send them a first-class direct mail postcard with your strongest offer!
Usually in direct mail, you’ll want to go for bulk postage which can be as low as $.28…
BUT: in this case, you want to stay top of mind, and get ‘em while they hot.
So chose first class mail that costs much more (but arrives within 48 hours), make sure that postcard has an irresistible offer, and watch the cash pile up...
6 - Rent access to your customer list and/or package space (generates $1-3+ per customer for *free*)
Not everyone likes to rent access to their customer mailing address data, and that's okay. But for those that do, this is a goldmine.
If you don't know, there are both large and small mail order companies that *need* buyer lists to mail on a regular basis. It’s typically one of their largest sources of new customer prospecting/acquisition, and their businesses will suffer without lists to rent.
So what many companies do put their list up for "rental" - which allows mail order guys/gals to rent your list and mail them. Usually rentals are for one-time use and data is transferred through a 3rd party for safety/integrity of the list.
For example, a good list in the health supplement space will rent anywhere from $120-$150 per thousand (and more for those who want "selects"/segments of your list) - with something like 30% of revenue going to brokers and list managers.
You're still left with a nice chunk of change after fees, and if your list converts for direct mailers, you'll get a steady paycheck for a LONG time with no upfront costs.
That's because many lists on the market are still getting mailed years after a customer first bought from them.
Case in point: I ordered just one supplement (from an Agora brand if I recall correctly) over three years ago...and I’m STILL getting mail every two weeks for similar products, from multiple different companies.
Which means my info has been "rented" or modeled probably 40 different times for 3+ years in a row, and the whole time Agora has been making bank!
Here's how the numbers work...
Let's say you’ve got a buyers list of 100,000 names and your average customer spent $80+ with you. You decide to put the list up for rental at $140 per thousand.
Just one full rental every month brings you $14,000 in revenue or $168,000 per year...for years on repeat...and all you had to do was send over a copy of your mailing list.
(To be clear, it would start out slower as companies test partials of your list. But if it works for them, you'll start seeing lots of pickup, and that's when the revenue really starts adding up.)
Sure, it’s not much compared to the company size, but considering there’s zero ad spend and about 30 minutes of work involved, it’s hard to pass up :)
And here’s the best part -- you don’t have to rent your list and can still profit!
If you’re protective of your customers and brand, you can still sell space in your packages, by having other companies pay you to send an insert for them in each outgoing package.
(Or, better yet, refer back to the reciprocal swaps mentioned in Step 3 and do those, since revenue from new customers that other companies send will very often outpace revenue from package space rentals. And you won’t be hitting your customers with an envelope stuffed full of offers every month.)
Package insert space will typically rent from $25-$40 per thousand packages (before broker fees), and you might have up to 10 inserts in an envelope going out in each package.
So if you have 50,000 packages going out per month, you’re getting $250-$400 (from 10 inserts) for every thousand packages. That’s an extra $12,500-$20,000 per month in “free” revenue.
Or if you do a reciprocal swap with another company (again, this is often the better option if you have a steady flow of good partners to swap with), you might see a .3% conversion rate on 50,000 inserts they send for you. That’s 150 new sales, and at a $150 average ticket, that’s $22,500 in new revenue every month BEFORE your backend even kicks in. Nice!
Well that's all for now.
There were a LOT of other little things involved..
But those are the top few “offline” strategies that helped a 7-figure e-com brand as they grew to 9-figures in just over two years! (*Results in no way typical!)
Hope that helps.
BTW, it’s very busy this time of year in my line of work.
And one of the things I love doing most is helping 7-8 figure businesses - people I refer to as "upper echelon" - scale their business to the next level.
If you want to scale to new levels in your business this year -- with our "Hybrid E-Commerce" marketing strategies -- I’ve got time to help 3 more people right now.
On the fence? As you know, the best entrepreneurs make decisions FAST.
Money likes speed, and the faster your act, the quicker you’ll succeed, all things considered.
The last thing you want is to look back in 3, 6 or 12 months and think what could’ve been.
Now if we decide to work together...
Our group coaching services start at $3,000 per month.
Our 1-on-1 consulting services start at $6,000 per month. And...
Our done-for-you copy/funnel/traffic services start at $13,000 per month with a 3-month minimum (plus ad spend)
(There are discounts for upfront payments)
Clearly this is not for beginners or startups - unless you're well-financed and well positioned for growth (e.g. you're new but have an awesome product and personal/angel/VC funding)
No hard feelings if you're not there yet. There are a lot of other ways for you to get your business off the ground. And you can learn more of those by reading our email newsletter.
But if you ARE serious - and you're ready to scale - then we should talk.
>> Invest in your business and your advertising campaigns
>> Test and tweak things with us
>> Find a winner in the first ad run if you're lucky
>> But probably fail a few times
>> After a few tries, find one or more winners that could make you a LOT of money
The good news is...
All you need is ONE converting ad to make bank.
Some examples (none of which are typical results and all of which took consistent work to make happen - obviously)...
...One of our newspaper ads has done multiple 7-figures and keeps running without ad fatigue.
...One of our radio ads is pulling in $227,000 a week from my calculations...on only $60,000 in ad spend.
...One direct mail ad pulls in roughly a 2.9X Return on Ad Spend every time we run it.
...Another direct mail ad (a simple postcard, in this case) just pulled in a 380% return on ad spend and brought in 697 new customers.
And best of all, there are...
>> No ad algorithms to worry about.
>> No crazy CPMs and CPCs that fluctuate for no reason.
>> No compliance nuts breathing down your neck.
And MUCH less stress overall as you scale.
Simply put, with this "Hybrid E-Com" marketing, it either works or it doesn't.
And we'll help you make it work :)
Keep your money.
I purposely left out the checkout page on this site.
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