Bill Glazer Outrageous Advertising Book Review By Darin Spindler
Outrageous Advertising That's Outrageously Successful Book Review
Darin Spindlers review of Bill Glazer's outrageously successful book. It's called Outrageous Advertising That's Outrageously Successful. This is a bestseller on, I believe, Amazon and a couple of the other top bestseller lists. It's a great book.
If you're a small business owner or an entrepreneur, you should be reading this book and devouring it. There's lots and lots of great examples in here that you are able to, what we call, swipe and deploy; where you can take examples that are working in other industries and customize them for your business without having to go through all the pain and agony of creating messages and finding out what actually is working. Bill has assembled a great book that has lots of working examples.
You can actually get a color CD with all of the examples inside the book. So the CD, alone, is worth, I would say, hundreds if not thousands of dollars, because there are really some great examples inside the book. What I'm going to do today is I'm going to show you two pieces that I actually took directly out of the book.
Inside the book, Bill goes through and talks about one of his most successful campaigns at his menswear store, which was, I believe, a four or a six page sales letter, handwritten with blue ink on a yellow legal pad.
So for one of the programs that we created, we had some high-value targets that did not respond to our first batch of direct mail. And these were some clients that were worth a fair amount of money, so we wanted to take it a few steps further.
We created a handwritten letter. On the outside of here it just says there's lots of families looking in your market to participate. This is time sensitive. I'm not going to go through the whole thing, but we also had the same thing on the back side, so if you have something, you should have stuff on both sides with instructions letting them know what's inside.
Inside of here we had, I believe, six pages on a yellow legal pad, and it explained the whole story of how we went to a marketing seminar, and we learned this great new strategy. We implemented it really fast, but we don't have any redemption locations in your market. We've got leads waiting, we've got customers waiting to do business, but we need a place for them to redeem our offer.
We wrote the whole story of what happened. We're at this seminar and we're learning lots of tricks, so we went into implementation mode, and it's led us to chaos, and we've got lots of customers waiting in markets where we didn't have a redemption center.
So we talk about that, and because of my huge mistake, you're going to get a great discount. You'll be smiling ear to ear, but because you're helping me, these prices aren't good enough. So I give them some extra bonuses and discounts. I guarantee that they'll be happy with the service, and I give them two deadlines on here instead of just one. And then on the back, I've got four shameless bribe coupons that they can redeem when they take action before the deadline.
So this went out to, I believe, 250 or 300 high-value targets and it also went with an order form. The response on that was pretty good. I think we ended up off of this one with between twenty and twenty-five centers responding off the first piece. So that was a nice piece.
Now the next piece went out, and this is another thing taught in the book, about sequential marketing instead of just one shot marketing. So this was a part of a three-step campaign.
The second piece was what we call the garbage can mailer. So two things. It was sequential, so it was the second piece, not just one. Secondarily, it was 3-D, so this is what they call lumpy mail. And if you get a garbage can in the mail, you almost have to open it, because you're not sure what's inside it here.
Essentially what we tell them in here is that this is their last chance . Warning! Last Chance Opportunity. And we talk about how a few weeks ago, we mailed them information but they haven't responded yet, and we've got lots of people with busy, busy, businesses as a result of this program.
We also then show some proof, where we list a whole bunch of the participating redemption centers. And then back and front we added a second piece.
We sent this out. We got another fifteen to twenty responses off of that. So when it was said and done, the first two pieces of this netted us over a 10 percent response, which as anybody knows in direct mail is pretty phenomenal.
by: Darin Spindler
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