It seems nowadays everybody talks about online marketing and hardly anybody, with the exception of Dan Kennedy, talks about marketing offline. Is offline still relevant in building your business? If it is, are there low cost ways to market offline? Absolutely! The truth is that we only hear about marketing online. We are constantly bombarded with emails about the newest tools to stay in contact with our customers.

It is true; Dan Kennedy is a master at offline marketing. Personally, I don’t do the “Dan Kennedy way” of using direct mail marketing, but I do perform a lot of email marketing. However, you could say I do a bit of offline marketing with a subtle spin on it. Actually, what I do is as soon as somebody does purchase one of my products, we always take them offline – whether it is over the phone or talking to them on the phone after they’ve purchased to possibly upsell them into another product. I’m not exactly sending them something in the mail but it is a form of offline marketing since I am not contacting them via the internet, but rather getting in contact with them the old fashioned way – with a simple phone call follow-up.

There are occasions where I will use offline marketing but it’s usually done after I’ve already made contact with them through online marketing methods. For example, sometimes what I do is when a customer purchases a particular product from us, it will be followed-up with a physical postcard being mailed out to those individuals. This is a great way to follow-up with your customer and maintain contact with them after their purchase. Once you have identified that they have already responded to you, you can then use direct mail to make another offer – like an upsell. This method adds a personal touch while also giving you potential access to more sales.

Once you see you have online buyers, you can do a lot of direct mail follow-up. You’ve got a hold of your target market and can continue to market to them again and again. Even if you don’t want to bombard them with upsells offline, you can also send them a physical newsletter or some other information package. Creating great offline content and sending it to your list via snail mail actually has a more responsive “stick rate”. You often get fewer cancellations for your products by adding that personal touch. Once your customer can hold onto something physically, they place more value in your offers. That’s exactly why I do it – because it works!

Get to know your customer, make them feel special by adding that personal touch every now and again and you’ll find you’ll have more loyal customers in the end, while making more sales!

Warmest regards,

Matt Bacak

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