The Edge Marketing

Whenever you send out your direct marketing next time, send a copy to people you know well, friends, relatives, networking groups, chamber members you work with, committee members, trade association members you know personally, but with a little twist. Send a copy to anyone who knows you well.

If you send them the direct marketing piece it will appear that you are marketing to those that are close to you and, sometimes, that just isn’t taken well, they feel imposed on. But this time, when you send it, attach a post-it note over it, or paper clip a note and wrap it around the top. Either hand write on the post-it, or, as I do, I set up my printer to print 4 on an 8 1/2x11 sheet of paper, cut them out, and attach them to the direct marketing piece. My signature was scanned in so it looks hand signed.

The note looks a little like this:

Hi John

I’m doing a seminar that frequently doubles small businesses. If you know of someone who might benefit from attending I’d really appreciate you passing this along.

Thanks Alan

The marketing brochure stands on its own. I'm just asking if he can pass it on if he knows of someone.

The typical result is

• I get a lot of referrals, the response rate is much higher for this batch, than the others that go out cold.
• I am building a reputation, and brand awareness among my friends, co-workers, and miscellaneous committees I work with. They know what I am doing and are referring business even at other times. And they didn’t feel imposed on by my marketing.
• Many times my friends and co-workers come for their own benefit. They come freely instead of feeling that I imposed on them with my marketing.

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