Would you invest $100 for a $50,000 payoff?

Jul '23 (edited) • TECH Help & Tool Talk

and I were having an interesting discussion around direct mail.

It's buried in a comment, but there's a great example of where Ronin can produce gobs of found money and keep a lot of it.

John's original question is which converts better? Email or snail mail?

But I expanded because it's a good example of Ronin's Leverage and thinking.

👇Here's my (modified) comment below👇

If they made a million last month on their email list and their open rate is 15%...that means 85% of folks didn't see it.

Send a letter to their mailbox which reaches the other 85%.

That's where the $$$$ is.

In this example, multiple millions are likely on the table for the folks who never saw the offer.

They are different tools.

A hammer is not better than a screwdriver.

You want to use the right tool for the job.

Here's another job:

Combining email and direct mail can be off the chicken...in the right situations.

You can send an email with a very symptomatic subject line and then only send letters to folks that opened.

Example: back pain keeping you off the golf course?

Now, you'd likely make your pitch in the email...

But could send by mail to because it is a different medium that gets much more readership. (but it's much more targeted than sending it out to all the golfers on the list.)

Reading an email on an iPhone has 101 distractions.

Getting a letter, much less.

Just FYI:

I only send snail mail to buyers' lists.

And I've found an old fashioned 2 step is deadly effective.

Send a T1 by mail, follow up like a maniac, and only resend letters to those who respond.

*You can use PURLs to track but harder to find software to do it these days with so few folks using direct mail. (Personal URL.)

*SMS works great today and you can ask them for their email. "Hi, are you here to get details on _________?" After they respond, "Yes." then "Good to see you, what's the best email?"

*Simpleton option: (Because I am a simpleton, I've had great success just having them email us.)

With big-ticket stuff, a 2 step makes it hard to fail and sets us up for limiting our downside and maximizing our upside.

If you send 1000 letters to buyers and get a 7% to raise their hand and text you...

You can then follow up by any means you want...(we use PSM)

and it makes total mathematical and financial sense to remail the 70 responders.

At about $1.25 a letter...you can mail those 70 people A LOT for a $1,000, $5,000 or $50,000 offer.

For less than $100 you have 10:1 upside of selling ONE at $1,000

For less than $100 you have 50:1 upside of selling ONE at $5000

For less than $100 you have 500:1 upside of selling ONE at $50,000

That is selling ONE!

It pays to flip that follow up coin because...

The UPSIDE is huge.

The DOWNSIDE is limited.

These are the leverage games the Ronin in me loves to play!

Today most buyers lists with physical mail are TRASH CAN ASSETS and a source of found money.

Understanding sending BUYERS A 2-Step combined with PSM is a magic trick that mints money.

BTW: our Ronin

@Ryan Smith

may be able to help out with mailings if you get a partner with the addresses of BUYERS!

PS: This is HUGE! 😯 Many partners will tell you they don't collect addresses. But if they use Stripe, Paypal or most other processors, you can download customer addresses in a few clicks. Stripe is super easy. Paypal too.

PPS: The World is OURS!

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