Add Testimonials to your Sequenced Mailings

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Add Testimonials to your Sequenced Mailings

By Abe Cherian

Copyright ? 2005





Using direct mail to help market your products or services

must employ sequenced mailings if you want better response.

To increase the response of your sequenced mailings, you

can add more testimonials to each sales letter in the cycle.



You can tell the reader, "This is what this reader has done

since the last time you received a mailing." It reminds

them that they could have gotten similar results if they

responded. Then remind them they lost out since they didn't

take action.



The recommended method is to provide separate sheets of

testimonials. Also, spot testimonials throughout your sales

letter.



If you're selling a product with a high profit margin, you

might include an audio or videotape in the subsequent

mailings. This will lend credibility and authenticity to

your testimonials because they are from your customers.



Please keep in mind that the function of this sequenced

mailing process is really to move the relationship along

and create familiarity with you and the sales process. Once

they feel comfortable with you, then they will open up and

buy from you.



One key point is that there are different types of buyers.

Your first mailing will pull the aggressive responsers that

are willing to take a little more risk even though you have

a risk free guarantee, but they're ready to buy right now.



There are just as many people who aren't ready yet as there

are who are ready to buy. They're interested. They wouldn't

have responded to your lead generating if they were not.

The second mailing brings in the stronger "maybes." These

are the ones who kind of like your product, but weren't

sure about it or the timing wasn't right.



Subsequent mailings bring in even more of the "maybes."

These were originally skeptical, but now you've created

some familiarity and reinforced yourself with testimonials

or an audio tape and now you've broken down their buying

resistance.



The big question here is how many mailings are right for

your product or service? The answer is, I don't know. You

want to keep mailing until it's no longer profitable. If

you make money by sending out that second letter, you

should send out a third. If that third makes money, you

shou]d send out a fourth.



You want to factor in that if you know your customer's

value and you know how much back end you are going to be

able to sell, then you know how much you can spend to get a

customer and you can keep sending letters even if it might

become unprofitable.



For the most part, continue sending the letters. Remember

to test and find out how many cycles make the best sense

for you.



You will be more profitable by increasing the number of

mailings that you make to your prospects. In fact, some

very successful direct marketers are doing 8, 9, 10, 11, 12

steps before they stop sending out letters.