You know who you want to sell to but you are struggling to get them to come to you. A common problem for a lot of small businesses and sales people world-wide.
There are a lot of methods you can implement so you can build trust, interest and respect from your prospects. The one we are going to focus on today is called a “DRIP” marketing campaign.
DRIP, which stands for discipline, respect, inform and persist. The concept of DRIP marketing has been around for a long time. The science is that with every drip or touch, the likelihood you will attract interest and your prospect will reach out to you. If you are serious about standing out from the pack and distancing yourself from your competitors, you have to be committed to implement a campaign that includes DRIP marketing.
The D in DRIP Stands for Discipline. In all of your marketing efforts it is essential that you be disciplined.
Be disciplined in your targeting. Be disciplined in your distribution. Have your target list and increase your frequency. Don’t get fooled into thinking that sending to more prospects will solve your problem.
I would much rather have you send a string of seven batches of five hundred direct mail pieces linked and sequentially tied to each other over a seven-month period than to send thirty-five hundred pieces one-off.
Each DRIP triggers a moment of recognition that builds confidence and trust.
The R in DRIP Stands for Respect. When you market to prospective clients, we suggest that you lean on them respectfully.
Much of the DRIP marketing used today is annoying, which explains why I am not the biggest fan of cold-calling—it’s not respectful. Think about all the cold calls you get.
They are the ultimate disrespectful interruption. Do you really want to be in the same category? Be practical, be strategic, and ask yourself, “How does this reflect on us?”
If you do want to reach out with a phone call, why not send a string of three linked and sequential direct mail pieces and then follow up with a phone call? This way you can point to the information in the three pieces and make your call to action a reinforcement of your offer.
The I in DRIP Stands for Inform The best way to capture people’s attention and their respect is to bring much value as possible in every piece you mail out.
Teach prospective clients something they probably don’t know about your sector. Offer meaningful information that they can translate into results. Top Ten Lists, for example, bring value that readers can use regardless of whether or not they do business with you. That is informative. Another way to make your efforts informative is to simply make the information you send easy to read and process. With letters, or any form of advertising, ensure it has a Dual Readership Path. What does this mean?
Suppose you’re at the airport and you’re about to take a trip so you want to buy a magazine. You grab Esquire or Vanity Fair or whatever catches your eye. You don’t necessarily buy it right off the bat; you stand there for a few minutes. You look at the cover to see if anything interests you and you flip through it to see if anything gets your attention. You see an article. Do you start reading it word for word? No.
You do a panoramic scan of the article, looking at pictures, statements in bold font, and pull quotes. What are pull quotes? They’re quotes pulled out of the article and sprinkled throughout it to engage your interest. You’re interested, so you fold it up and pay for it. Use the same approach in all forms of your promotional efforts. If we send you a letter, it’ll have the introductory components, then it’ll have a bold hook. We’ll present a problem you can relate to. And then it’ll have text. Between the first and second paragraph will be another bold statement, maybe to agitate the problem, and then another bit of text and then one more bold statement that makes a promise about our solution.
Problem, agitate, solve and then the call to action in the text. Here’s the point. When you open the letter, do you start reading it word for word? No. You scan it. You’ll look at the bold text and probably the P.S. at the bottom.
You may find it interesting to know that this approach speaks to both the left and right brain. Right brain people don’t look for as much detail as left brain. The body of the text gives you detail. The words in bold get your attention. Use this in your emails, in your ads, whatever the case may be.
The P in DRIP Stands for Persist Be persistent, especially if you are narrowcasting and specializing in your prospecting efforts.
There’s an old saying that “If you’re well-targeted, drip on them ’til they buy or die.” It may take seven letters, it may take seventeen hits, before they actually opt in and engage. If it’s well-targeted, what you’re trying to do through “frequency and recency” is contrast yourself to their current provider, distance yourself from everybody else, and build a relationship of value because you’re fast-tracking them to advocacy.
Dan Kennedy and Jay Abraham are experts at this and are well worth checking out.