WEBVTT NOTE This file was generated by Descript 00:00:00.750 --> 00:00:04.620 Let's talk direct mail and how you can increase the open rate 00:00:04.620 --> 00:00:07.500 or the people that actually get your letter, open it and call you. 00:00:07.800 --> 00:00:10.440 And in this unit I'm gonna teach you a bunch of really easy, simple 00:00:10.440 --> 00:00:14.340 hacks that are really cheap to help you stand out from anyone else, 00:00:14.340 --> 00:00:17.600 and most importantly, not have to compete for that space in someone's. 00:00:17.955 --> 00:00:20.475 Inbox and I'm talking their mail inbox. 00:00:20.685 --> 00:00:23.535 The real physical one they have to walk down to or drive to. 00:00:23.535 --> 00:00:27.585 So if you're using direct mail or self generating leads for direct mail. 00:00:27.765 --> 00:00:30.255 By the way, these strategies work for individual sales reps. 00:00:30.255 --> 00:00:31.875 That's why I created them. 00:00:32.115 --> 00:00:34.965 So I've done an entire playlist on how to use personalized. 00:00:35.250 --> 00:00:38.849 Direct mail, and I include all of the letters for storm and retail 00:00:38.849 --> 00:00:40.170 inside my marketing battle pack. 00:00:40.170 --> 00:00:43.949 So assuming that you are either writing your own, which I've also done a video on 00:00:43.949 --> 00:00:48.000 that to help you write your own, or you can just use mine, but no matter what, 00:00:48.000 --> 00:00:51.629 if you're using direct mail, if you're sales rep using your own, if you're a 00:00:51.629 --> 00:00:56.069 company doing this at scale, let's talk about how to increase that open rate 00:00:56.069 --> 00:00:58.500 super cheap, super easy in getting. 00:00:59.135 --> 00:01:00.065 Even more leads. 00:01:00.334 --> 00:01:01.445 Hey, welcome or welcome back. 00:01:01.445 --> 00:01:03.245 My name's Adam Benson, the roof strategist, and you're looking 00:01:03.245 --> 00:01:07.045 down because I've got stuff to share and I want you to be able 00:01:07.045 --> 00:01:09.125 to see everything at my disposal. 00:01:09.335 --> 00:01:10.925 Uh, quick welcome or welcome back. 00:01:10.925 --> 00:01:13.625 My name's Adam Benson, the roof strategist, and everything I do here on my 00:01:13.625 --> 00:01:17.345 channel is designed to help you and your team smash your income goal and give every 00:01:17.345 --> 00:01:20.525 customer in absolutely amazing experience. 00:01:20.854 --> 00:01:23.914 And that starts off with how you get them to even wanna reach out. 00:01:23.914 --> 00:01:25.565 And that's what we're gonna jump into right now. 00:01:25.804 --> 00:01:27.965 So if you haven't done it, I do have a freebie for you by the. 00:01:28.370 --> 00:01:30.530 It's inside our new free training center. 00:01:30.710 --> 00:01:33.260 Uh, it's the Pitch League of Pro Roofing Sales Training View Library. 00:01:33.260 --> 00:01:36.800 There's a link in the description, or you can text the word 00:01:36.800 --> 00:01:41.510 free to 3 0 3 2 2 2 71 33. 00:01:41.515 --> 00:01:45.080 Well immediately email you a link to, to enter your name, email, get your 00:01:45.080 --> 00:01:47.570 account set up, and then inside the free training center, you're gonna find 00:01:47.570 --> 00:01:50.570 that a whole bunch of more goodies, including a little special announcement 00:01:50.570 --> 00:01:51.890 I haven't even made publicly yet. 00:01:52.100 --> 00:01:54.140 And, uh, I hope you get to see it there. 00:01:54.140 --> 00:01:56.270 So I headed over the roof strategist.com. 00:01:56.270 --> 00:01:57.130 Click link, des. 00:01:57.285 --> 00:02:01.125 Or text free to 3 0 3 2 2 2 71 33. 00:02:01.455 --> 00:02:04.095 All right, now start our attention to direct mail. 00:02:04.215 --> 00:02:06.164 Here we have a sample letter of an envelope. 00:02:06.164 --> 00:02:08.475 Again, I've done all this stuff on the letter, so we're just talking 00:02:08.475 --> 00:02:11.865 delivery method first, what I wanna shake down is the concept 00:02:11.865 --> 00:02:14.175 of what we call a novelty bias. 00:02:14.180 --> 00:02:19.970 Now novelty bias is, That humans are intrigued by things that are unusual 00:02:20.210 --> 00:02:22.400 peaks, their curiosity and new. 00:02:22.400 --> 00:02:24.920 That's why in the news, everything says breaking news even though 00:02:24.920 --> 00:02:25.820 it might not be breaking. 00:02:26.120 --> 00:02:29.480 That's why news is called news, and that's why Facebook adds 00:02:29.485 --> 00:02:30.980 that say new in front of it. 00:02:30.985 --> 00:02:32.630 People have a novelty bias to a. 00:02:33.050 --> 00:02:36.380 Be intrigued by things that are new or different or curious. 00:02:36.590 --> 00:02:38.000 Cause it peaks their curiosity. 00:02:38.000 --> 00:02:41.050 So I want you to get in your mind for a minute, close your eyes and think of the 00:02:41.055 --> 00:02:44.420 last time you went into your mailbox, physical mailbox and take it out. 00:02:44.660 --> 00:02:50.420 And you likely in your mind's eye, you see like a newspaper looking, uh, coupon book. 00:02:50.420 --> 00:02:53.990 And it probably came from a local grocery store or something still of coupons. 00:02:53.990 --> 00:02:55.310 There's inserts that fall. 00:02:56.355 --> 00:02:59.864 You probably got a whole bunch of postcard looking things with ads all 00:02:59.864 --> 00:03:03.195 over 'em with glossy, fine print, and you're like, That's garbage too. 00:03:03.495 --> 00:03:07.364 And then in between it, you get bills that are in a, an envelope like this 00:03:07.364 --> 00:03:10.935 with a little clear plastic window and all of that screens we have something 00:03:10.935 --> 00:03:12.765 we want from you or need from you. 00:03:13.305 --> 00:03:16.725 But when you get something like this that looks like it was from 00:03:16.725 --> 00:03:20.535 a friend or a person, So that's new and different and personal. 00:03:20.894 --> 00:03:22.364 Novelty bias wins. 00:03:22.364 --> 00:03:26.475 It peaks the curiosity cuz most folks are filtering that goes in the garbage. 00:03:26.684 --> 00:03:27.434 I'm gonna look through this. 00:03:27.434 --> 00:03:28.035 I know I do it. 00:03:28.035 --> 00:03:29.084 I throw out everything else. 00:03:29.295 --> 00:03:30.554 I get the stack of things I need. 00:03:30.855 --> 00:03:33.584 So we're gonna talk about how to play in a novelty bias and some quick 00:03:33.584 --> 00:03:35.894 hacks to help you get more opens. 00:03:35.899 --> 00:03:39.195 People physically opening the letter and then reading your letter and calling. 00:03:39.195 --> 00:03:44.010 Now when we break down the psychology, Step one, break, the decision tree 00:03:44.010 --> 00:03:45.540 of that stack goes to the garbage. 00:03:45.540 --> 00:03:46.410 This stack gets open. 00:03:46.530 --> 00:03:47.760 We wanna not go to the garbage. 00:03:47.820 --> 00:03:48.540 We wanna get open. 00:03:48.870 --> 00:03:52.680 Number two, we need to make sure that the letter gets actually opened. 00:03:52.950 --> 00:03:53.310 Okay? 00:03:53.430 --> 00:03:56.190 Once it is opened, now we have a chance to get 'em to read it. 00:03:56.190 --> 00:04:00.510 Then we want to peak their curiosity so they read the letter, strong call 00:04:00.510 --> 00:04:03.900 to action, to give them a, a, a purpose and reason to call knowing exactly what 00:04:03.900 --> 00:04:06.300 to expect in some semblance of urgency. 00:04:06.450 --> 00:04:08.190 To call now and not miss. 00:04:08.530 --> 00:04:09.810 So that's kinda the sequence. 00:04:10.000 --> 00:04:13.540 So in order to get that letter open, it starts with the envelope and 00:04:13.540 --> 00:04:15.400 we wanna play into novelty bias. 00:04:15.400 --> 00:04:17.649 So number one, let's break down the elements. 00:04:17.740 --> 00:04:19.630 Handwriting blue ink, this stands out. 00:04:19.810 --> 00:04:21.640 Number two, I want them curious. 00:04:21.640 --> 00:04:24.520 So I'm gonna put the return address, but no name. 00:04:24.820 --> 00:04:28.750 Number three, I like to do a little squiggly or smiley face or stick figure 00:04:28.900 --> 00:04:30.640 or something on the front or back. 00:04:30.640 --> 00:04:31.600 Does not matter what it. 00:04:32.190 --> 00:04:33.120 It just stands out. 00:04:33.300 --> 00:04:34.350 Plays in novelty bias. 00:04:34.350 --> 00:04:35.610 Doesn't even need to be there for a reason. 00:04:35.790 --> 00:04:37.470 It could be a little saying on the back too. 00:04:37.620 --> 00:04:38.490 You could write on the back. 00:04:38.490 --> 00:04:38.820 Whoops. 00:04:39.090 --> 00:04:41.430 Whoa, Uh, I stopped by on Tuesday. 00:04:41.700 --> 00:04:41.970 All right. 00:04:41.970 --> 00:04:43.350 But a little icon here. 00:04:43.680 --> 00:04:44.970 Number three, cricket stamp. 00:04:44.975 --> 00:04:47.010 We don't wanna see those Hand applied stamp. 00:04:47.305 --> 00:04:48.235 Number four. 00:04:48.355 --> 00:04:50.875 Let's have some fun on unique stamps because commercial 00:04:50.875 --> 00:04:53.215 intent has all rolled, right? 00:04:53.215 --> 00:04:56.785 They roll the postage through a machine so when they see this, it's hand applied. 00:04:56.935 --> 00:04:58.495 But this, this is a stamp everybody gets. 00:04:58.615 --> 00:05:01.075 So we have mariachi stamps here. 00:05:01.225 --> 00:05:03.955 We have Forever Love stamps cuz why not? 00:05:03.955 --> 00:05:05.095 It'll peak their curiosity. 00:05:05.125 --> 00:05:05.695 Who sent it? 00:05:05.965 --> 00:05:07.345 We have on here. 00:05:07.465 --> 00:05:08.875 Thank you Stamps. 00:05:08.875 --> 00:05:09.355 A whole book. 00:05:09.355 --> 00:05:09.655 Thank you. 00:05:09.655 --> 00:05:10.465 Post office by the way. 00:05:10.465 --> 00:05:12.115 We stocked up cuz we do this. 00:05:12.235 --> 00:05:13.285 We've got love. 00:05:14.049 --> 00:05:14.950 Heart stamps. 00:05:15.219 --> 00:05:17.349 And what do we have here? 00:05:17.890 --> 00:05:21.250 Ruth Assa, which by the way, is an artist I've never heard of. 00:05:21.520 --> 00:05:24.010 And women's rowing. 00:05:24.909 --> 00:05:28.539 Novelty bias at work when you get a letter that's handwritten in blue ink, 00:05:28.539 --> 00:05:32.049 no return address, a little squiggly and a unique stamp you've never seen before. 00:05:32.229 --> 00:05:33.250 Are you gonna open it? 00:05:33.849 --> 00:05:34.270 Yeah. 00:05:34.690 --> 00:05:34.989 All right. 00:05:34.989 --> 00:05:38.859 I got one more trick up my sleeve for you, and that is what's in this bag. 00:05:39.255 --> 00:05:44.085 In this bag is a bunch of change, and inside I can grab the cheapest form 00:05:44.085 --> 00:05:47.085 of currency, which probably isn't even worth the metal it's made out of. 00:05:47.085 --> 00:05:51.135 And that is a US dollar, excuse me, a US penny. 00:05:51.165 --> 00:05:53.115 Sorry, I'm kidding about the whole inflation stuff. 00:05:53.685 --> 00:05:55.485 What if I put this in the envelope? 00:05:55.490 --> 00:05:56.175 Just like that? 00:05:56.175 --> 00:05:58.755 You'll see and feel a little bit of a. 00:05:59.585 --> 00:06:02.825 Texture there so you can insert small items. 00:06:02.825 --> 00:06:06.695 And again, sometimes you might get these punted back because the machines roll 00:06:06.955 --> 00:06:07.835 'em when they post 'em in the mail. 00:06:08.104 --> 00:06:12.515 But if you put a little penny or anything that's tangible, that creates 00:06:12.515 --> 00:06:17.044 this lumpy sensation in the mail, this my friend, plays into novelty bias. 00:06:17.044 --> 00:06:20.465 People are curious of what's in there and all of these elements 00:06:20.465 --> 00:06:22.325 work together to say, I am so. 00:06:23.010 --> 00:06:24.900 Curious of who sent this and what's inside that. 00:06:24.900 --> 00:06:25.590 I'm gonna open it. 00:06:25.595 --> 00:06:29.010 And when your letter does a good job describing what you can do, solving the 00:06:29.010 --> 00:06:33.060 problem, having a strong call to action, giving them a reason to call you, you 00:06:33.060 --> 00:06:36.060 my friend, start getting more leads. 00:06:36.300 --> 00:06:41.310 The leads that come off of these letters have wildly high close rates. 00:06:41.550 --> 00:06:45.840 I have one company who's for every, uh, Well, I'm gonna save their stats cause I. 00:06:46.495 --> 00:06:47.425 They're out of this world. 00:06:47.425 --> 00:06:48.835 But you know what, I'm just gonna tell you anyway. 00:06:49.075 --> 00:06:52.825 They are tracking everything and they're averaging three to four sales, meaning 00:06:52.825 --> 00:06:56.185 done deals per every 100 letters mailed. 00:06:56.365 --> 00:06:58.225 They're following my strategy to a t. 00:06:58.225 --> 00:06:59.425 They're using the letters in the battle pack. 00:06:59.425 --> 00:07:03.505 By the way, not everyone is gonna get those types of results, but three 00:07:03.505 --> 00:07:07.375 to four deals per hundred mailed as a three to 4% conversion rate. 00:07:07.375 --> 00:07:11.335 Now looking at traditional direct mail, one to 2% to get 00:07:11.335 --> 00:07:13.395 someone to even call is a. 00:07:13.680 --> 00:07:17.160 Number, that's one to two calls for every hundred mailed. 00:07:17.460 --> 00:07:17.730 All right? 00:07:17.730 --> 00:07:19.770 Now those calls don't always turn into an appointment. 00:07:19.770 --> 00:07:22.020 Now, that appointment, then you have how many deals you close. 00:07:22.290 --> 00:07:25.080 But using the strategy and making it really personal, you get people 00:07:25.080 --> 00:07:29.220 that are doing three to four sales per 100 letters sent, and 00:07:29.280 --> 00:07:31.320 that'll take you an hour to stuff. 00:07:31.320 --> 00:07:34.390 All these things, maybe, maybe even less when you're efficient. 00:07:34.390 --> 00:07:36.420 And that's why I wanna put this stuff in your hands. 00:07:36.420 --> 00:07:38.340 So your options are twofold. 00:07:38.340 --> 00:07:38.670 My friend. 00:07:38.670 --> 00:07:40.410 One, go watch my videos. 00:07:40.415 --> 00:07:41.700 Learn how to write your own letters. 00:07:42.135 --> 00:07:43.995 Stuff in these envelopes and start using the plan. 00:07:44.174 --> 00:07:48.075 Option two, jump inside and get you and your team using my complete sales system 00:07:48.075 --> 00:07:49.515 called the Roofing Sales Success Formula. 00:07:49.724 --> 00:07:52.544 I give you all the letters for storm for retail, the door hanger letters 00:07:52.544 --> 00:07:55.755 that work side by side with it, laying out the whole strategy, a video on 00:07:55.755 --> 00:07:57.255 customizing them and a whole bunch more. 00:07:57.450 --> 00:08:00.659 No matter what you do, you have the tools at your fingertips and ways to 00:08:00.659 --> 00:08:04.800 put this to work right now to start using direct mail to drive more sales. 00:08:04.800 --> 00:08:06.900 Now links in the description should you be interested. 00:08:07.229 --> 00:08:11.010 Hey, just cuz our time here is about to wrap up doesn't mean our time has to. 00:08:11.010 --> 00:08:13.469 So if you haven't yet downloaded the pitch, like a pro roofing sales 00:08:13.469 --> 00:08:16.500 training via library, pop in right here and then you'll get popped 00:08:16.500 --> 00:08:17.789 right into our free training center. 00:08:17.969 --> 00:08:21.450 Or if you want to hang with me on YouTube, jump into this playlist right 00:08:21.450 --> 00:08:25.560 here on getting leads using direct mail, and I'll give you even more. 00:08:25.740 --> 00:08:26.310 That's all for now. 00:08:26.340 --> 00:08:27.010 We'll see you soon.