We can't afford not to!

I had a client in my Oklahoma publication that perfectly illustrated the power of direct and targeted marketing. The owners of "All Right Heat and Air" were on the verge of closing their business, facing tough times and discussing the possibility of shutting down. They had five vans sitting idle in the parking lot, needing to hit the road, and had already had to let go of some of their heating and air technicians.

When I arrived at their office, I found the owners engaged in conversation. I introduced myself and my publication, asking if they could spare a few minutes to talk. Typically, I request a few minutes and then schedule a more convenient time, but they invited me to explain my ideas right then.

I began by asking if they were currently advertising, to which they replied no, mentioning their past unsuccessful attempts. (I've lost count of how many times I've heard that exact statement!) I then introduced them to targeted marketing through direct mail, highlighting its value in today's market.

To cut to the chase, I explained the concept of direct mail with targeted marketing. The room fell silent until one owner voiced concern, stating that they couldn't afford $300 a month for the front-page ad they wanted. However, the second partner quickly countered, saying, "We can't afford not to!" They both agreed on the spot to make it work.

Here's the fantastic part that always brings me joy when clients grasp the significance of this approach: one partner created an ad that ran on the front page, and within three months, all those vans were back on the road, working! There’s nothing quite like a success story!

Trust the process because it's proven itself over and over!!!