Do you have a target client that is difficult to reach?
Maybe they are very busy or get inundated by people who want their business. How can you stand out and get them to take your call? One way is to create your own “Shock and Awe” mailing.
Step 1 – You can buy a list of targeted prospects
If you have identified your target client, you can then purchase a list to reach them.
Step 2 – Chose your top target
A “shock and awe” marketing program requires a limited list. Be very strategic about who you want to send these mailings to:
• Who would be served best by your offerings?
• Who are most likely to respond favorably by your offerings?
• Who do you have a referral for?
Sort through the list to select only the top 10 to 20 prospects you plan to concentrate on.
Step 3 – Create the campaign
You need to come up with a package, not just a letter. You want your prospects to open the package so you need to surprise and wow them. What can you send along with a letter about the benefits of working with you? It might be a CD, a book you’ve written or recommend, or a small gift of some sort like cookies or a coffee gift card. What really helps is when the item ties into what you do or the benefit of working with you.
Once you settle on an idea, see how you can extend this to make a full campaign out of it – something that includes several mailings. Or you can brainstorm for the bigger campaign idea and then think of mailings that work with that one overarching theme. One mailing might get some attention, but a series will help you really stand out and make them curious about who you are.
Step 4 – Choose a delivery method
A FedEx box or other overnight or special delivery box is sure to get opened. These packages stand for a high priority package– that’s what you want so the box gets opened right away.
Step 5 – Follow-up with a call
After the package arrives, follow up in a day or two with a call. You are trying to schedule an appointment or speak to the person specifically about the work you do and its benefits. They might not take your call the first time, which is why you will be sending multiple packages. After a while, they’ll be like, “Who is this person?” and will really start to pay attention to what you have to say and soften up about speaking with you.
How many packages do you send? As many as it takes to soften up a prospect so they call you or take your appointment. If done with authenticity and sincerity in your intent to help them -it will pay off. So, don’t give up! The key is persistence, understanding they are super busy people.
Your Client Attraction Assignment
The “Shock and Awe” package is not for everyone. But, if you have a super busy, very specific group you are targeting, it can be a powerful way to break through the marketing clutter and get on their radar.
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