An Adwords campaign to sell online and DVD trainingThis client, a producer and distributor of online training programs for individuals and corporations, wanted to run an Adwords campaign to push people searching for various keywords to specific landing pages.To create the campaign, I first studied Adwords to understand how to deliver the best results. Then, […]
Selling a training product with a series of emailsHave you ever signed up to receive news or information from a person or company and found yourself on the other end of an email nurture sequence?Yeah … me, too. I actually sign up for a lot of newsletters and offers, the best of which become part […]
Using direct mail to prepare prospects for a call from salesThe owner of this graphics and print firm came to me for a direct mail letter that would warm up prospects before a sales call that would follow a week after the mailing.Thanks to my detailed questionnaire, I learned that a huge peeve of readers–one […]
Using direct mail to address the fear in people hit with criminal chargesThis direct mail letter for a criminal defense attorney was designed to be mailed to folks as soon as cases against them were filed.The idea here was to play off the single, greatest emotion that the reader would be feeling: FEAR. Fear of […]
Capturing new prospects and clients for a management consultantThis direct mail letter for a consultant proves, once again, that direct mail still works.The consultant, a management consultant, had an idea for a campaign already in mind: To send a two-page letter to CEOs, presidents, and business owners who might be facing a difficult situation.To capture […]
Filling the marketing funnel for future drip campaignsThis sample direct mail letter for a consultant comes from working with a physician who advised the leaders of pediatric emergency centers.The direct mail letter’s goal: To generate leads and gather the names and contact details of prospects for future drip marketing campaigns.The most compelling part of this […]
Persuading dentists to try a new online marketing systemThis goal of this direct mail marketing letter for a marketing firm specializing in dental office marketing was to persuade recipients to sign up for a free trial of an automated system for patient communications.We had a few challenges and objections to attend to along the way:Overcome […]
Selling a training product with a series of emailsHave you ever signed up to receive news or information from a person or company and found yourself on the other end of an email nurture sequence?Yeah … me, too. I actually sign up for a lot of newsletters and offers, the best of which become part […]
Connecting local employers to local job seekersThe owner of this job board came to me for a direct mail letter that would offer a special, limited-time savings opportunity to chamber of commerce members only.Based on my in-depth questionnaire, I learned that employers regularly faced two key challenges when trying to hire:Online job boards and newspaper […]
Using email to drive spa customers to a free teleseminarThis client came to me through a marketing agency that had set up a multistage marketing campaign for a spa offering various laser treatments, such as acne care, hair removal, vein removal, and skin rejuvenation.My role was to develop a series of three chatty email letters […]
Attracting new clients to a new practice at a physical therapy centerThe owner of this physical therapy center came to me for a four-page direct mail letter offering readers a limited-time deal on four sessions of a newly developed technique for dealing with chronic pain.Since people often go to great lengths to rid themselves of […]
Series of direct mail letters and free reports for a foreclosure attorneyThis attorney specializing in foreclosure cases came to me for help in developing a direct mail campaign to send to homeowners at distinct stages of the foreclosure process.To give me a sense of what we were up against in a homeowner’s mailbox, the attorney […]
Generating leads for a physician consultantThis consultant serving pediatric emergency departments wanted a way to collect email addresses from people arriving at his site through word-of-mouth referrals, organic search, and other marketing campaigns. To accomplish this task, we decided to offer a free autoresponder eCourse filled with valuable, actionable information.Doing so not only allowed the […]
Generating quote requests for a niche, B2B insurance agencyThis project came to me through a direct mail agency whose client–a seller of insurance services to businesses in the woodworking industry–would soon be launching a direct mail campaign.The goal of the letter was to persuade readers to complete and fax an enclosed quotation form. We had […]
Autoresponder email series to build rapport and sell more homesThis real estate broker came to me for a series of 60+ email autoresponders that he could send to prospects who signed up for information on home buying and selling.The hard part of this project was coming up with 60+ fresh ideas; the writing was the […]
