When Selling $100k+ Products

 

Recently we worked on a campaign for a client with an average sale of $100k plus.

A knee-jerk marketing strategy might involve doing something on LinkedIn. 

Not a bad idea. We have many clients that post our content to their LinkedIn on a consistent basis. 

Only problem is the client’s audience is full of busy people. They don’t have the time to check their emails or social media.

So we thought, ‘Why not send them something in the mail?’

Yes, in the mail. 

Sounds a bit crazy, right? After all, isn’t marketing nowadays all about digital? 

Nah, not at all. 

It’s about people. 

And OFFLINE is a wonderful way to reach busy people. It has novelty. It has cut through. 

I’ve literally lost count at the millions of dollars I’ve helped bring in for clients simply by using mail. 

And ya know what? Because everybody is thinking of digital, offline is working better than ever before. 

One of the recent campaigns we tested to CEOs/Founders of some of the fastest growing companies in the country got a response rate of…

(drum roll pls)

34%. 

I am NOT kidding. 

Think about that. Drop 100 letters in the mail and get 34 people say “speak to me.”

It’s not easy to do… I’ll be the first to admit it. But it is absolutely doable.

(Full disclosure: this campaign was so successful because, in addition to getting the initial cut through with mail, we “also” followed up with email. In this case, it was the combination of offline/online that was the winner).