2d • General discussion
Mission Possible
What does each and every potential customer for every business have in common?
They live somewhere. A house, apartment, condo, townhome, McMansion, trailer park, parent’s basement. And that “somewhere they live” has a mailbox. And, better yet, people these days love checking the mail!
TV, radio, billboards, newspapers, magazines, digital, paid ads, and the plethora of other advertising methods all rely on the shotgun approach: watching the right channels, tuned to the right station, right page, on a paid subscription, correct algorithm, all hoping and praying the message gets seen by busy, overstimulated consumers who just might be in the market for whatever they’re trying to sell.
We’re sitting on a golden opportunity here, because every SMB owner also has a mailbox, or two. Our job isn’t to convince the prospect who dislikes junk mail into why we’re different, cheaper, bigger, better, stronger, faster. That’s like trying to convince a prospect who’s never advertised why advertising works.
Your mission, should you choose to accept it, is to find those owners who love going through the mail each day and then enthusiastically explain how your jumbo postcard sticks out, gets read, sits on the counter, and gets their message out into a hyper-local community of people who may have never heard of them before at a price solo mailers can’t touch. And that’s a priceless equation!
As always, should you or any member of your crew be caught or killed, the Secretary will disavow all knowledge of your actions. This message will self-destruct in five seconds. Good luck.
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Mission Possible
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