Direct mail offer not working

[Violetta Kozicki]

We have signed with Welcome wagon and placed a compelling offer: get X amount of services for only $ receive free xxx. The welcome wagon sents it to new home owners in the local area follows up after 30 days; it is good looking post card with pictures of our salon and offer. It has been 6 mo. and had all of 3 responses. 1 of which was a demanding,Bargan shopper. 1 comes for styles occasionally and 1 cancelled. we also mailed another offer to some of them from the mailing list provided and got nothing. We are in a up-scale area with compatible prices being only 1 yr. old. What could be wrong?

[Greg Milner]

Without seeing the postcard, hard to say exactly why it doens't work. But I can guess.
First, a bunch of general 'rules' for direct mail.
Postcards will never pull as well as a card concealed in an envelope, or a letter in an envelope. People will open an envelope. Unless it's done properly, a postcard looks like advertising. If it looks like advertising, smells like advertising, screams like advertising, it IS advertising.

So, it automatically goes into the 'B' Pile. You want to get your mail into the A pile. You want to get your mail into the A pile.

Is the offer on BOTH sides? I suspect not.

Is the card mostly pretty pictures and little text? Probably. That's a mistake. The more you tell, the more you sell.

Is it delivered along with a whole bunch of other junk mail? Probably. Better: a live stamp, send in the mail.

Is it the only marketing you're doing? What about a regular monthly newsletter, lead generation advertising in the papers, email, web, text message marketing etc etc...doing all of those things? If you're relying on ONE form of marketing, you're cutting your own throat.

Our Inner Circle members get the full Toolkit of direct mail, templated ads, flyers, sales letters etc, plus coaching...you should be in that program if you're serious about being a marketer of your business.

Call our US franchisee Dr Tim Reilly in Arizona, cell 480 294-0555, he'll pooint you in the right direction,

regards,
Greg Milner
Worldwide Salon Marketing
www.worldwidesalonmarketing.com
_________________
Greg Milner
CEO Worldwide Salon Marketing
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