The page below is a half-page because the other half is for the mailing address.
Following are questions we’ve heard regarding our Follow Up Program.
Q: Why is it so important to send mail to a list of conference attendees versus an interest list I already have?
A: The best list of prospects is either “buyers” or people who demonstrate that they will go out of their way to learn more. A person who pays money to attend a conference is a buyer. A person who travels across the country to stay in a hotel and spend several days learning more has gone out of their way. They are a much hotter prospect than someone who filled out a form on a website.
Q: Why direct mail? Why not email a PDF?
A: Direct mail gets a higher open rate than email. Physical marketing pieces have much higher value to the recipient because they engage another of the human senses, touch. Direct mail is NOT intrusive, unlike unsolicited email. Direct mail has stickiness — it may stick around on a desk for a couple of weeks versus an email that is deleted almost immediately.
Q: Who are you? Why can I trust you?
A: Google our founder, Kenny Atcheson. His book, Marketing Battleground, is available here on Amazon. If you have this book or find information about Kenny you will find that he teaches and preaches TRUST. It is by far the most important principle when it comes to success ideologies in anyone’s personal and business life.
Q: Isn’t direct mail outdated?
A: No. There are many reasons why this is not the case. Digital technology is obviously great– but think about the convention. A whole bunch of people physically traveled across the country to attend a conference. You may be one of them. Why not just do a webinar with a ton of speakers with vendors listed in links below the webinar window? Because it’s not nearly as powerful. The same is true when comparing sending an email or text versus direct mail.
Q: Can’t I just do this myself?
A: If the list is available you could. And even if it was, most sponsors/vendors/speakers say they will but they don’t. Plus your cost may be 10 times our program.
Q: But there are other competitors in this program. Wouldn’t it be better if I did it myself?
A: Even if you don’t care about the 10X extra cost, and you actually were going to follow through, there is some value in being listed with other industry resources. A recipient of your “solo” mail piece may not be interested in your offering at the moment. When this is the case, they throw out your communication. They will NOT remember your organization. When you are listed with other industry resources, the prospect may hold on to the communication for a while because they are interested in something else from a slightly different category. Then when they pick it up again later, there your company is again; now they have interest in what your business offers. And, you don’t want to be the competitor who is NOT in the program.
Q: Can’t we just give our profile or best pitch instead of a Q&A?
A: Please don’t take this as sarcastic — have a chuckle with me. Here you are, reading our Q&A. Why do you think that is? Because it’s interesting. There is something in the brain that leads people to want the answer to a question in front of them, even when they didn’t ask it.
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