The Glazer-Kennedy style Mastermind that meets in Grapevine is beginning to really gell. One on the members, Kris Green had asked for some feedback on a three letter campaign she was about to launch. Our Dr. Judy Flury responded with such good advice I thought you all might enjoy the feedback. This is the way a Mastermind should work! Take notes because this feedback is pure Gold.....
Hi Kris,
Here are my comments on your planned three-step letter sequence. I hope they help!
1. Don't admit that you haven't gotten response like you did in your letter - you need to actually convey the opposite image -- that of scarcity.
2. Related to #1 above, I would say something along the lines that business is booming and you're spa escapes are in such demand that you are now turning away clients, so you have chosen to limit your new spa-escape clients to referrals only...
3. I would suggest pushing the whole thing back a month. Everyone's too busy right now to think of anything extra. I would send out the three-step letters to your past hostesses starting in January, each two weeks apart, and start the letters to the referrals once you start getting their names in from your past hostess' mailings.
4. In all of the letters, I would push the New Year theme -- set your goals, start the year off strong, etc.
5. Use the word "free" where you are currently using the word "complimentary".
6. Send a voiceblast to announce the arrival of each of your letters, telling them to be on the lookout for the letter, because it has a chance to win free movie tickets or something, then add that into your letter. Maybe everyone who sends in their referral names in the next ____ days will get two free movie tickets. Unrelated premiums have been shown to boost response.
7. You really need a picture of you in all of the letters that go to the referrals, in order to make them feel like they "know you".
8. You need three letters to your past hostesses to get their referrals, AND to the referrals that they give you. Right now it looks like you have multiple letters planned only for the referrals.
9. For the people that you want to set up the escapes with you, you only have your phone number listed as a way to contact you, and you have it listed for certain hours. You need to let them respond by phone (24 hours), fax, mail, or website (a special website designed just for this promotion, restating all of the benefits of scheduling their escape.)
10. Put pictures in the letters of relaxing images or images showing the type of beauty that you are promising.
11. Change your signature from "independent spa consultant", which gives the image of an Avon sales lady, to "the _________ expert."
12. Put in more P.S.'s (look at Kennedy's Ultimate Sales Letter Book.)
13. I suggest giving both your past hostesses and their referrals something or several things free -- not discounts off. I think free will work better.
14. Maybe have one of your follow-ups be with mad kids, like John did.
15. Offer to send the referrals a free packet first, just to get their contact details, then follow up with them in other ways, after they respond for that free packet. You will get many more responses for the free packet than you will to speak with you about setting up an escape at their house (especially if you give them the 4 different ways to respond.)
16. Perhaps go down from 10 names that your past hostesses are required to give you, to 3 or 5 names. Makes the barrier of entry much easier.
17. Put in testimonials from past spa-escape hostesses to your referral letters.
I hope some of these suggestions come in handy. Feel free to e-mail me personally if you want to follow up on any of these ideas.
Judith M. Flury, Ph.D.OwnerAmerican Institute of Taekwondo, Inc.www.grandprairiefreekarate.com Information:214.290.1282School: 972.641.4192Fax: 972.623.4940E-mail: aitkd@aol.com
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1 comment:
Dear Patrick,
I enjoyed reading your blog today, noted your interest in Matser Mind Groups and thought that you might be interested to learn that a new edition of Napoleon Hill's classic book "Think and Grow Rich" has been published.
Its title is ”Think and Grow Rich!” (subtitled) “The Original Version, Restored and Revised.” I am the editor/annotator of this new 412-page edition, which is really an homage to Dr. Hill. (For several years I was the editor-in-chief of "Think & Grow Rich Newsletter.")
What I have done is this: to restore Dr. Hill's book to its original manuscript content (it was first published in 1937, but was abridged in 1960), annotate it with more than 50 pages of endnotes (most of the persons and events he discusses are generally unknown to readers today), index it thoroughly, add an appendix with a wealth of additional information about Dr. Hill and his work, and revise the book in ways to help remove certain "impediments" to reading the book today (language that today would be considered obsolete, sexist or racist). None of these things had previously been done with TGR.
If you would like to learn a little more about this project, a quick visit to www.tgr-restored-revised.com will give you some details. To see the relevant Amazon.com page, go to:
http://www.amazon.com/Think-Grow-Rich-Original-Restored/dp/1593302002/sr=1-1/qid=1168725123/ref=pd_bbs_sr_1/105-2728041-8133266?ie=UTF8&s=books .
The book is available on all the Amazon.com websites and most other online sellers, can be ordered by any bookstore, and will start appearing in bookstores very shortly.
Our edition of TGR! is superior in every way to other versions on the market. It is a trade paperback, not a pocket-size mass market paperback. It is 412 pages versus 256+ (depending on the edition). It looks better, feels better, reads better than any other version. It is fast becoming the "version of choice" among Napoleon Hill devotees and other students of success and high achievement.
Thank you for your time and interest.
Sincerely yours,
Ross Cornwell, Editor
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