Oli Luke On Direct Mail In An Online World [Episode 1]

In a world obsessed with Facebook reactions and virtual inboxes you might assume that direct mail is dead.

In fact, it's still an incredibly powerful tool to have in your kit if you want to supercharge your marketing efforts and increase those all important sales!

For this episode of 3 Marketers we caught up with a friend of ours, copyrighter extraordinaire and direct mail guru, Oli Luke.

Oli revealed just how you can use direct mail in a digital marketing world to make a big impact…

• It's basically sending stuff through the post. It's definitely not ‘sliding into someone's DM's'!
• It's about getting the right message to the right people.
• Offline marketing doesn't exist anymore so direct mail is combined with your online marketing strategy.
• Direct mail helps to boost the conversion of your online marketing efforts.

You should use online as a platform to warm people up and find out who your buyers are, then take the sales process offline.

• Email your list letting them know you have something to offer through the mail and ask for their address.
• You know the people who reply are massively interested in what you are sending them.
• This way you only send mail out to the people who want it – cutting wasted expenses.
• These people already have a good idea that you're going to sell them something – bonus!

• Initially sent out a series of email letting people know all about the product and the price point.
• If people liked the sound of it they could fill out an application to receive more info through the post.
• Put a lot of emphasis on the fact that you should only apply if you are genuinely interested – and that the product probably isn't right for everyone!
• All the people who applied received a package through the post containing a booklet packed full of testimonials and a letter containing details on how to schedule a call.
• This process has lead to 150 sales and $700k in just 18 months!

• Make your mail stand out. Use bright enveloped or odd shaped ones.
• Always hand write the name and address and use a real stamp.
• People want to open the interesting and personal looking mail first – so use that to your advantage.

A book that you would recommend…
Outrageous Advertising by Bill Glazer

What is your top success habit?
Super early morning and hot baths (sometimes with a few candles). Ooh-er!

Who do you look up to?
Morissey, not 100% sure why I just find him fascinating.

How do you define success?
If one day my son thinks I'm some kind of superhero.

Here the big one…who do you like more, Rob or Kennedy?
Rob – First point on the scoreboard goes to Rob!

Finally, where can folks go to find out more about you?
If you fancy signing up to Oli's free print newsletter (let's face it, who wouldn't?) then head over to oliluke.com to subscribe.

To hear the full episode and find out why Oli is chatting about super early mornings, hot bath competitions and Morissey just click right here…