Let's talk direct mail and how you can increase the open rate
or the people that actually get your letter, open it and call you.
And in this unit I'm gonna teach you a bunch of really easy, simple
hacks that are really cheap to help you stand out from anyone else,
and most importantly, not have to compete for that space in someone's.
Inbox and I'm talking their mail inbox.
The real physical one they have to walk down to or drive to.
So if you're using direct mail or self generating leads for direct mail.
By the way, these strategies work for individual sales reps.
That's why I created them.
So I've done an entire playlist on how to use personalized.
Direct mail, and I include all of the letters for storm and retail
inside my marketing battle pack.
So assuming that you are either writing your own, which I've also done a video on
that to help you write your own, or you can just use mine, but no matter what,
if you're using direct mail, if you're sales rep using your own, if you're a
company doing this at scale, let's talk about how to increase that open rate
super cheap, super easy in getting.
Even more leads.
Hey, welcome or welcome back.
My name's Adam Benson, the roof strategist, and you're looking
down because I've got stuff to share and I want you to be able
to see everything at my disposal.
Uh, quick welcome or welcome back.
My name's Adam Benson, the roof strategist, and everything I do here on my
channel is designed to help you and your team smash your income goal and give every
customer in absolutely amazing experience.
And that starts off with how you get them to even wanna reach out.
And that's what we're gonna jump into right now.
So if you haven't done it, I do have a freebie for you by the.
It's inside our new free training center.
Uh, it's the Pitch League of Pro Roofing Sales Training View Library.
There's a link in the description, or you can text the word
free to 3 0 3 2 2 2 71 33.
Well immediately email you a link to, to enter your name, email, get your
account set up, and then inside the free training center, you're gonna find
that a whole bunch of more goodies, including a little special announcement
I haven't even made publicly yet.
And, uh, I hope you get to see it there.
So I headed over the roof strategist.com.
Click link, des.
Or text free to 3 0 3 2 2 2 71 33.
All right, now start our attention to direct mail.
Here we have a sample letter of an envelope.
Again, I've done all this stuff on the letter, so we're just talking
delivery method first, what I wanna shake down is the concept
of what we call a novelty bias.
Now novelty bias is, That humans are intrigued by things that are unusual
peaks, their curiosity and new.
That's why in the news, everything says breaking news even though
it might not be breaking.
That's why news is called news, and that's why Facebook adds
that say new in front of it.
People have a novelty bias to a.
Be intrigued by things that are new or different or curious.
Cause it peaks their curiosity.
So I want you to get in your mind for a minute, close your eyes and think of the
last time you went into your mailbox, physical mailbox and take it out.
And you likely in your mind's eye, you see like a newspaper looking, uh, coupon book.
And it probably came from a local grocery store or something still of coupons.
There's inserts that fall.
You probably got a whole bunch of postcard looking things with ads all
over 'em with glossy, fine print, and you're like, That's garbage too.
And then in between it, you get bills that are in a, an envelope like this
with a little clear plastic window and all of that screens we have something
we want from you or need from you.
But when you get something like this that looks like it was from
a friend or a person, So that's new and different and personal.
Novelty bias wins.
It peaks the curiosity cuz most folks are filtering that goes in the garbage.
I'm gonna look through this.
I know I do it.
I throw out everything else.
I get the stack of things I need.
So we're gonna talk about how to play in a novelty bias and some quick
hacks to help you get more opens.
People physically opening the letter and then reading your letter and calling.
Now when we break down the psychology, Step one, break, the decision tree
of that stack goes to the garbage.
This stack gets open.
We wanna not go to the garbage.
We wanna get open.
Number two, we need to make sure that the letter gets actually opened.
Okay?
Once it is opened, now we have a chance to get 'em to read it.
Then we want to peak their curiosity so they read the letter, strong call
to action, to give them a, a, a purpose and reason to call knowing exactly what
to expect in some semblance of urgency.
To call now and not miss.
So that's kinda the sequence.
So in order to get that letter open, it starts with the envelope and
we wanna play into novelty bias.
So number one, let's break down the elements.
Handwriting blue ink, this stands out.
Number two, I want them curious.
So I'm gonna put the return address, but no name.
Number three, I like to do a little squiggly or smiley face or stick figure
or something on the front or back.
Does not matter what it.
It just stands out.
Plays in novelty bias.
Doesn't even need to be there for a reason.
It could be a little saying on the back too.
You could write on the back.
Whoops.
Whoa, Uh, I stopped by on Tuesday.
All right.
But a little icon here.
Number three, cricket stamp.
We don't wanna see those Hand applied stamp.
Number four.
Let's have some fun on unique stamps because commercial
intent has all rolled, right?
They roll the postage through a machine so when they see this, it's hand applied.
But this, this is a stamp everybody gets.
So we have mariachi stamps here.
We have Forever Love stamps cuz why not?
It'll peak their curiosity.
Who sent it?
We have on here.
Thank you Stamps.
A whole book.
Thank you.
Post office by the way.
We stocked up cuz we do this.
We've got love.
Heart stamps.
And what do we have here?
Ruth Assa, which by the way, is an artist I've never heard of.
And women's rowing.
Novelty bias at work when you get a letter that's handwritten in blue ink,
no return address, a little squiggly and a unique stamp you've never seen before.
Are you gonna open it?
Yeah.
All right.
I got one more trick up my sleeve for you, and that is what's in this bag.
In this bag is a bunch of change, and inside I can grab the cheapest form
of currency, which probably isn't even worth the metal it's made out of.
And that is a US dollar, excuse me, a US penny.
Sorry, I'm kidding about the whole inflation stuff.
What if I put this in the envelope?
Just like that?
You'll see and feel a little bit of a.
Texture there so you can insert small items.
And again, sometimes you might get these punted back because the machines roll
'em when they post 'em in the mail.
But if you put a little penny or anything that's tangible, that creates
this lumpy sensation in the mail, this my friend, plays into novelty bias.
People are curious of what's in there and all of these elements
work together to say, I am so.
Curious of who sent this and what's inside that.
I'm gonna open it.
And when your letter does a good job describing what you can do, solving the
problem, having a strong call to action, giving them a reason to call you, you
my friend, start getting more leads.
The leads that come off of these letters have wildly high close rates.
I have one company who's for every, uh, Well, I'm gonna save their stats cause I.
They're out of this world.
But you know what, I'm just gonna tell you anyway.
They are tracking everything and they're averaging three to four sales, meaning
done deals per every 100 letters mailed.
They're following my strategy to a t.
They're using the letters in the battle pack.
By the way, not everyone is gonna get those types of results, but three
to four deals per hundred mailed as a three to 4% conversion rate.
Now looking at traditional direct mail, one to 2% to get
someone to even call is a.
Number, that's one to two calls for every hundred mailed.
All right?
Now those calls don't always turn into an appointment.
Now, that appointment, then you have how many deals you close.
But using the strategy and making it really personal, you get people
that are doing three to four sales per 100 letters sent, and
that'll take you an hour to stuff.
All these things, maybe, maybe even less when you're efficient.
And that's why I wanna put this stuff in your hands.
So your options are twofold.
My friend.
One, go watch my videos.
Learn how to write your own letters.
Stuff in these envelopes and start using the plan.
Option two, jump inside and get you and your team using my complete sales system
called the Roofing Sales Success Formula.
I give you all the letters for storm for retail, the door hanger letters
that work side by side with it, laying out the whole strategy, a video on
customizing them and a whole bunch more.
No matter what you do, you have the tools at your fingertips and ways to
put this to work right now to start using direct mail to drive more sales.
Now links in the description should you be interested.
Hey, just cuz our time here is about to wrap up doesn't mean our time has to.
So if you haven't yet downloaded the pitch, like a pro roofing sales
training via library, pop in right here and then you'll get popped
right into our free training center.
Or if you want to hang with me on YouTube, jump into this playlist right
here on getting leads using direct mail, and I'll give you even more.
That's all for now.
We'll see you soon.