My unique direct marketing technique...
ok, in 400+ posts, I think I've only started a small handful of threads, and never one that actually contributed anything useful.
So I am going to fix that right here, right now.
One of the businesses I own helps creditors and debt collectors avoid the risk of being sued. It is sort of like insurance. If you use my service, you can identify risky customers before they are in a position to sue you and cost you a lot of money and grief.
You see, there is a small subgroup of society that sues these companies for fun and sport. The way U.S. credit laws are written, the consumer has every advantage. For those who understand their rights and how these laws work, it can be a lucrative hobby to fall into debt and then sue your way out.
Yes, this is the dictionary definition of a micro-niche. At most, there are probably no more than 2k-3k businesses out there that would be a good prospect for me.
Selling something that *might* help you avoid future pain is not always easy. As anyone who understands sales will tell you, it is much easier to sell something that soothes a current problem than something that could possibly prevent a future problem.
So, how do I present my product to those businesses that would benefit most, at the time they are most receptive?
Here is how.
Every month, I look at the lawsuits that have been filed against creditors and debt collectors. I look at the consumers who have filed them. I determine who among those consumers have filed other similar lawsuits before, how many times, and against whom.
I then separate those cases out, and merge all of that data into a direct mail piece to every company that has just been sued by a serial litigant. In the envelope's address window, "unintentionally" visible above the address, is that consumer's name, in the line "Joe Consumer has sued "x" number of companies before...":
The company that receives this mail, with the name of their current legal adversary peeking out of the address window, cannot help but open this mail and see what it is about.
Inside is a well-written pitch for my services. At the end is a list of all of the lawsuits this consumer has filed against other similar companies in the past. The message I have just delivered to them in the letter is that, had they been using my service, they would have known this consumer's history before they contacted him, and before opening themselves up to this potential (and preventable) liability.
Effective? You bet your ass it is.
I share this to inspire creativity. I doubt many people here will have a direct application for exactly this type of mailing, but if you think about how you can better use existing data to target and motivate your market, there are all sorts of ways to improve the effectiveness and appeal of your marketing.
Opportunity is all around us. Learning to identify it and grab it is an acquired skill. I prefer to play in uncrowded marketplaces where, with some creativity, I can dominate in a short period of time.
So I am going to fix that right here, right now.
One of the businesses I own helps creditors and debt collectors avoid the risk of being sued. It is sort of like insurance. If you use my service, you can identify risky customers before they are in a position to sue you and cost you a lot of money and grief.
You see, there is a small subgroup of society that sues these companies for fun and sport. The way U.S. credit laws are written, the consumer has every advantage. For those who understand their rights and how these laws work, it can be a lucrative hobby to fall into debt and then sue your way out.
Yes, this is the dictionary definition of a micro-niche. At most, there are probably no more than 2k-3k businesses out there that would be a good prospect for me.
Selling something that *might* help you avoid future pain is not always easy. As anyone who understands sales will tell you, it is much easier to sell something that soothes a current problem than something that could possibly prevent a future problem.
So, how do I present my product to those businesses that would benefit most, at the time they are most receptive?
Here is how.
Every month, I look at the lawsuits that have been filed against creditors and debt collectors. I look at the consumers who have filed them. I determine who among those consumers have filed other similar lawsuits before, how many times, and against whom.
I then separate those cases out, and merge all of that data into a direct mail piece to every company that has just been sued by a serial litigant. In the envelope's address window, "unintentionally" visible above the address, is that consumer's name, in the line "Joe Consumer has sued "x" number of companies before...":
The company that receives this mail, with the name of their current legal adversary peeking out of the address window, cannot help but open this mail and see what it is about.
Inside is a well-written pitch for my services. At the end is a list of all of the lawsuits this consumer has filed against other similar companies in the past. The message I have just delivered to them in the letter is that, had they been using my service, they would have known this consumer's history before they contacted him, and before opening themselves up to this potential (and preventable) liability.
Effective? You bet your ass it is.
I share this to inspire creativity. I doubt many people here will have a direct application for exactly this type of mailing, but if you think about how you can better use existing data to target and motivate your market, there are all sorts of ways to improve the effectiveness and appeal of your marketing.
Opportunity is all around us. Learning to identify it and grab it is an acquired skill. I prefer to play in uncrowded marketplaces where, with some creativity, I can dominate in a short period of time.
David Hunter | Duke of Marketing
www.DukeOfMarketing.com
www.BibleAndFriendsYouTube.com
Wealthcopywriter.com :)
People say nothing is impossible, but I do nothing every day.
What I do for a living