In marketing parlance, your most successful marketing piece, the one that becomes your lead generation workhorse, is called a control.
Over the past couple hundred years, there have been a number of marketing controls that have had incredibly impressive runs. Two of the most famous examples from recent times:
- The Wall Street Journal’s “Two Young Men” letter, generated nearly $2 billion dollars in sales for the Journal during it’s 29 year run. It was mailed continuously by the Journal to select household mailing lists from 1974 to 2003. It is considered the single most successful direct mail sales letter in history, and is well worth studying.
- Self-help guru Tony Robbins has one infomercial that ran continuously in English speaking countries around the world for 18 years. It was literally broadcast 24 hours per day, always available on at least one basic cable channel or over the air broadcast network. Although at much lower volume, that infomercial still runs today. The infomercial sells his flagship “Unleash The Power Within” program, and to this day sales from that program generate $9 million per year in net profit for him.
The power of a control piece cannot be underestimated. Having a solid control, along with a well-defined target market to send or broadcast it to, is almost like an ATM that prints free money.
In 2012, I wrote what would become my direct mail control piece. I affectionately refer to it as the mug shot letter. This letter was the workhorse of my practice, across multiple niche tax resolution markets and a variety of different offers. It worked well for me in the western US, and it’s worked well for coaching clients from Texas to Florida to Chicago in it’s original form. Other practitioners have created heavily modified derivatives that work very well for them, including a CPA in Maine that created a version that has helped take his tax resolution business from just a few thousand dollars in 2013 to over $250,000 in 2015.
Last year, when my postcard sequence to drive people to a webinar wasn’t delivering the results I wanted, I went back to this letter, and results immediately improved.
The obvious question is: Why does this letter work?
Let’s step through it to see why. Digital Pass / Premium members can download the letter from the bottom of the blog post.
1. It shows a real human being.
The first thing … Continue reading