by Kirby Hasseman
So there I am. It’s early in the morning and I am having my first cup of coffee. I am using my time to go through social media accounts to check for people that I need to respond to, or to connect with. I go through and comment on a few posts and congratulate connections on birthdays or work accomplishments.
My mouse hovers to Linkedin and I check to see if there are notifications there. I love Linkedin and I enjoy the engagement there. In addition, I do want to grow my network there! So when I notice there are notifications in the “My Network” tab I quickly go to check them out. Who might be reaching out to connect? If I know them, the decision is simple. Click a button and expand my network. Done.
But what if I don’t know them? Do I so quickly connect? Wait…let me see what other mutual connections we have. Hmmm…just a few. Do I accept? Do I move on? What am I afraid of? The goal is to grow my network, right? We never know what person might be THE person that helps to grow my business!
So I click “Accept.”
Then…ding! A message instantly comes through Linkedin! Damnit. THAT was what I was afraid of! The instant sales message. I don’t even have to look to know it. This is the person who assumes that since you have accepted their connection, it’s time to put on the full court press. It doesn’t matter that they don’t know if you need it. It doesn’t matter that they don’t know what other solutions you have. They have a quota and a goal and they are coming for you!
This, my friends, is the problem with a short term sales vision.
It’s the reason why it matters that you have a “long term” focus in sales. As I say all of the time “I am looking for 20 year customers.” When you are in sales, it’s hard to focus on the long term. The fact is, you need to sell something in order to make ends meet. That’s not only your goal, it’s your mission. I have been there. But having made some of those short term mistakes, I want to challenge you to think bigger.
Here are a few reasons that focusing on long term success helps you in sales and entrepreneurship.
You Look Less Desperate: What short term salespeople don’t understand is, they will sell less for less money. As consumers, we can smell it. We know when someone is just pushing for the short term sale. They don’t take the time to develop a relationship. They don’t take the time to really explain. They are too busy trying to sell me now. Oh, and if you are in that big a hurry, usually the only thing you have to sell is price. As Seth Godin says, that’s a race to bottom…and that’s a race you don’t want to win.
You Have Time to Push Out Good: People who are focused on long term success understand that a good marketplace leads to good sales. If your customers and community are doing well, you will do well. So it allows you to take the time to help. It will come back.
You Get To Say No: When you are not focused ONLY on this next sale, you get to decide if the prospect or customer can help you create a long term business. When the service or product or values don’t line up, you can politely move on. There is a true power in that.
The reality is, focusing on long term success is how you build relationships and a business that lasts. It’s harder. Sometimes it takes longer. But what are you trying to create? It’s up to you to decide.
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by Kirby Hasseman
In today’s culture, it feels like “headline reading” is an Olympic sport. Every day we are bombarded with the salacious, sensational headlines that predict the doom of one thing or another. Then, to compound the problem, most people never seem to read the article! So we live in a time when people are under-informed and over-reacting.
One of the headlines that I have seen parroted quite a bit is the idea that “direct mail is dead.”
The idea behind the headlines and the article is that direct mail has lost its effectiveness over the past 10 years. Here’s the problem with this rationale. It’s not the medium. It’s the execution. This is true of any marketing technique or platform. If you are not executing well on the idea or the platform, the marketing will not work. In those moments, marketers and entrepreneurs will throw up their hands and say “direct mail doesn’t work.”
Maybe it’s you. Here are a few ways to improve your direct mail impact quickly and easily.
Make it Colorful
We are proud of a simple direct mail piece we did recently for one of our clients. The Physicians and staff were moving to a new location and they wanted to let the community know. We helped to craft a plan that included social media, press releases, and direct mail. We opted for a colorful postcard that included good-looking images and graphics so they would not be missed in the mailbox. The results were sharp and got attention.
Make it Bumpy
Bumpy mail (or dimensional mailers) are packages that are odd-shaped or bumpy. This unique shape calls to the customer or prospect “open me!” Curiosity will help you “kill the cat” because your potential client will want to know what is in the package. But don’t just take my word for it! Let’s take a look at a study done in 1993.
This study, done by Baylor University, sent packages to 3000 school administrators. They were divided into three groups. The first group received an envelope with a sales letter, sales collateral, and postage-paid business reply card The second group received an envelope with similar contents plus a promotional product. The third group received all of the contents listed above, delivered in a box with a die-cut slot, instead of an envelope. The results (as you might expect) were impressive.
- Those who received a promotional product in a dimensional package responded at a rate that was 57% higher than those who received the same promotional product in an envelope!• Response rates for the dimensional package recipients were 75% higher than for the group who received only a sales letter! In case you were skimming, you might want to read that last line again. Response rates for the dimensional package recipients were 75% higher! Wow!
Add Value
As we look at the postcard we sent out for Coshocton Regional Medical Center, you will notice a magnet too. We wanted to provide the information AND an easy way to keep it handy! So we added that simple attachment to add value to the recipient. It’s a simple, cost-effective, and powerful way to make your next mailing more impactful. So Direct Mail is not dead. As a matter of fact, done well, you can really stand out in a sea of “blah” in the mailbox.
Want to learn more about direct mail or our print capabilities? Head to our print page here…and contact us with questions. Make sure you never miss an update! Sign up for our VIP newsletter here.
by Kirby Hasseman
When it comes to personal improvement, moving forward is a constant. When I want to stop, I hear those words ringing in my ears, “You are either improving, or you are getting worse. There is no staying the same.” With that in mind, my goal to read (and listen to) books has been consistent. So here are a few of the books that have had my attention so far this year. This Is Marketing: If you read this blog at all, you might know that I am a fan of Seth Godin. I am a fan because of books like this. Seth has a way of looking at the world and distilling thoughts about business, culture and marketing into ways that make sense to me. “This Is Marketing” is great and worth the price of admission just based on his take on the difference between “brand marketing” and “direct marketing.” Oh…and he was also kind enough to be a guest on Delivering Marketing Joy about the book. Game Changers: This was a gift from a friend that thought I would enjoy Dave Asprey’s take on how to improve…he was right. In the interest of transparency, I am still finishing this one, but Dave talks about lessons he has learned and interviewed 100’s of leaders and influencers about how to get more done. UnF@ck Yourself: I had seen this book around for quite sometime and never pulled the trigger. I am glad I did. I listened to the audio book on this one and I really enjoyed it. Sometimes you listen to a message just when you need to hear it. This was one of those books for me this year. 59 Seconds: This book is designed to help you change your life in simple ways. Essentially the book is full of psychological studies that show easy ways you can shift behavior to help you improve. Sometimes the shifts are obvious and sometimes counter-intuitive, but always thought provoking. Ikigai: The Japanese Secret to a Long and Happy Life: This is an audio book that I am still working through. These types of simple books are good breaks for me. Though I did not get a lot of tangible takeaways, it still got me thinking. Can’t Hurt Me: In a word…wow. This book by David Goggins is a powerful story about what you can do with an iron will and determination. By chapter 2 of this book, I said to those around me “I will never complain about my circumstances again!” I listened to the audiobook version of this one…and I recommend it. The book is read by David’s ghostwriter and they take regular breaks in the book to discuss (podcast style) the stories and lessons therein. Really enjoyed this one. So if you are looking for some new reading material to push you further, here are a few that have been on my mind so far in 2019. Now…let’s get back after it! Make sure you never miss an update! Sign up to be a VIP here today.
by Kirby Hasseman
If you have ever trained for a race (like a 5K for example) you know that the training involves doing just a little more than you are able to do. You might start at a walk in order to get your body used to moving. Then you work up to a 5 or 10 minute jog the next day. As the days become weeks, you push yourself to the point where you are running for 30 minutes straight. You might not be winning the race…but you can finish! You went from not being able to run 1/4 mile, to being able to comfortably finish running 3 miles in a row. In other words, you go from “there’s no way I could do that” to “I can do it today…and tomorrow too.” That’s why physical fitness often creates great metaphors for life. The most successful people, in any area of life, are the ones that are willing to consistently make themselves uncomfortable. Some people do this because other people tell them to do it. They go to work when others tell them to go, even though it’s early (or late) and they do it every day. They do the tasks that are hard. Often they work within a common vision to create something. Those who are willing to do this over and over and over become the world’s best and most dedicated employees. Others are able to force themselves into the unknown. These are the people, with little or no supervision, do the things that most people are unable or unwilling to do. They make the prospecting calls every day, calling people they don’t know. They create the video and put it out into the world. They create the company, and take on the risk to try to make it happen. They get up an hour early to lace up their shoes and work out. Either way, they know the thing they want to achieve will take them being uncomfortable…a lot. Then they do it anyway. The interesting thing is, just like in the 5K, if you continually push yourself to do the uncomfortable, it becomes easier. The task that was agonizing can become mundane. The thing you dreaded can become routine. When that happens, you have probably broken through a barrier in performance that will lift you up. And then it might be time to get uncomfortable again. P.S. If you are looking for a race to make you uncomfortable (but still be a ton of fun) you can check out the Hasseman Brewing 3.17 Mile Run on St. Paddy’s Day in Coshocton. There will be great SWAG and beer! It will be hosted at the Coshocton Yard. Register here! Make sure you never miss an update. Sign up for our VIP newsletter here. We send one email per week with all of the content from the week. Feel free to sign up today.
by Kirby Hasseman
At the beginning of this year, I made a commitment to do more video. The goal was to provide value through content in new ways. It might be to entertain, educate or inspire. And though we have been super active with this blog (and I want to continue to be), I felt like video is another way to reach out. So I wanted to share a few videos that you might not have seen so far this year. Oh…and if you want to make sure don’t miss, you can subscribe to my Youtube channel here. My goal is to increase my number of subscribers…so you can help! Delivering Marketing Joy: As you may or may not know, I have been doing a web show called Delivering Marketing Joy for several years now. Every Wednesday, I interview a new marketer, entrepreneur, author or leader…and I have done that for over 220 episodes! Today I talk to Jason Lucash from Origaudio, and you can watch that here. Motivational: I have also tried to make a commitment to inspire more this year through video. This recent video for the New Year is an example of that. Watch this and let me know what you think! Remember, if you want to have a better year (or week or month) you need to take action! Day in the Life: In addition, I started a vlog series that I call a “day in the life” that follows me around in different areas of business. This is from a recent trip to Vegas for the PPAI Expo. The goal is to entertain and inform…and there will be plenty more to come. Community Support: Finally, I want to help support things in the community that inspire me. That’s why I created this video about Kids America and this short video about helping the homeless. Either way, my hope is I will be creating some video that you enjoy. As I said, if you are interested, feel free to subscribe to my Youtube channel here. And of course if you want to make sure you never miss any content, you can sign up to be a VIP here.
