Uncovering the Secrets of Contact Marketing
It’s a common frustration in business: You want to meet a big prospect, for example, a VIP, or a high-level executive. But how do you get past the obstacles in your path? According to Stu Heinecke, getting your foot in the door, and then creating a relationship starts with a strategy based on what he calls “Contact Marketing.”
He’s had some impressive experience in the field. As a cartoonist for The Wall Street Journal (and a DMA Hall of Fame nominee), Heinecke has used his cartoons for years to successfully introduce his services to a variety of clients. He shares the insights he’s learned in his new book, “How To Get A Meeting With Anyone: The Untapped Selling Power of Contact Marketing.”
The focus of this micro-marketing is on a very select, small amount of prospects, for either in-person selling, or building alliances. No broad audience messaging, no contests, no list juggling, no reply cards or landing pages.
I could talk about the incredible metrics — 100 percent response rates, ROI in thousands of percent — that Heinecke has achieved with his campaigns.
But I won’t. He covers that very well in his book, as well as various methods he and others have developed for breaking through barriers to reach their target audience of one.
Instead I want to look at one tactic in the toolbox that Heinecke regards as essential to the process: the contact letter.
His advice on what to include, he says, is “from a perspective honed through hard-fought lessons learned over a 20-year span, as someone who has produced countless record-breaking, control-busting campaigns.”
I get this. As the curator of Who’s Mailing What!, I’ve read a lot of powerful, effective letters over the years. Letters that resulted in millions, even billions of dollars spent, or raised, that were or are long-term direct mail controls.