Successful New-Customer Campaigns
4.0 (1 rating)
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Successful New-Customer Campaigns

Lead Generation Letters That Worked
4.0 (1 rating)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
6 students enrolled
Created by Marcia Yudkin
Last updated 12/2018
English
English [Auto-generated]
Current price: $23.99 Original price: $34.99 Discount: 31% off
5 hours left at this price!
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This course includes
  • 1.5 hours on-demand video
  • 10 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Write Lead Generating Letters to Create New Customers
Requirements
  • No
Description

Discover how to target and attract new customers by mail.

According to the Direct Marketing Association, response rates to postal mail are way, way up in recent years!  Postal mail campaigns enable you to target a precise universe of potential customers and invite them to respond.

Lead generation by sending letters or postcards makes it possible to transform perfect strangers into a manageable group of promising prospects for your company or nonprofit organization.  Your mailing begins the process of generating time-after-time clients.

This course begins with 10 time-honored steps for creating a new-customer campaign.  Then you get 10 real-life letters to study, along with commentary that breaks down and analyzes their successful components.

Instructor Marcia Yudkin, the author of multiple books from major publishers, has developed successful new-customer campaigns over the years for dozens of companies, new entrepreneurs and professional organizations.

Industries included in the sample lead-generating letters:

  • Web developer

  • Bookkeeping service

  • Consulting company

  • Financial services firm

  • Landscaping company

  • Accounting firm

  • Employee benefits provider

  • Massage therapist

  • Martial arts studio

  • Business coach

Issues addressed in the sample letters include:

  • As a new member of the Chamber of Commerce, you can send one letter free to other members. How can you best use this chance?

  • You'd like to expand service into a specific geographical area where you have few customers.

  • It would be nice (and smart) to convince existing customers to refer their friends and family members.

  • You provide a service to children and need to attract and reassure their parents first.

  • Once companies try your service, they're hooked, so how to persuade them to give you a try in the first place?

  • You'd like prospective customers who may or may not think they need your services to check out your web site.

  • It's tough to convince organizations who already have a vendor to give you the time of day, much less an appointment.

  • You're seeking bright, ambitious professionals who aren't happy with their current employer to join your firm instead.

All the sample letters use clear, magnetic wording and proven letter-writing structures to make their case. They easily serve as  models because the accompanying commentary points out particular elements, such as a headline, opening, offer or "P.S.," and explains why they were crafted the way they were.

Save hundreds of dollars off the cost of commissioning a custom-written letter by taking this course. Finally understand how to execute a successful lead-generating letter campaign step by step!

Who this course is for:
  • Business owners, marketing directors, copywriters, entrepreneurs, other marketers
Course content
Expand all 24 lectures 01:19:24
+ Introduction: What Lead-Generating Letters Can Accomplish
3 lectures 10:10

Discover what this course will cover.

Preview 02:17

Know when and why postal mail makes sense.

The When and Why of Lead-Generating Letters
05:26

Get a rundown of the structure and method of the course.

How This Course Works
02:27
+ Part I: 10 Steps to a Winning Lead-Generating Letter
10 lectures 21:49

Learn how to define whom you'll send your mailing to.

Step 1: Determine the Target Audience for Your Campaign
04:07

Understand what an offer is, with examples.

Step 2: Create an Offer.
03:15

Get inspiration from examples of effective letter headlines.

Step 3: Craft a Headline.
01:38

It's important that you present your case in the reader's terms, not yours.

Step 4: Write the Opening.
02:07

Find out how (and why) to transform features into benefits.

Step 5: Articulate the Benefits of Your Offer.
01:41

Hear the three types of strengtheners that build trust, with examples.

Step 6: Add Strengtheners.
02:48

You also need to head off readers' predictable doubts and questions.

Step 7: Head Off Doubts and Questions.
01:26

The "call to action" is another essential component of your letter.

Step 8: Say What You Want the Reader to Do.
01:51

Hear why a P.S. is helpful and what it can accomplish.

Step 9: Include a "P.S."
01:34

You're not finished until you thoroughly proofread and check your letter.

Step 10: Polish and Proofread, Then Mail It Out.
01:22
+ Part II: 10 Sample Lead-Generating Letters
11 lectures 47:25

Introduction to Part II of the course - the sample letters.

Preview 03:03

Letter #1 involves a letter that will be sent to fellow Chamber of Commerce members. It's a "perk" for new Chamber members.

Letter #1: New Chamber of Commerce Member Letter
04:26

In Letter #2, a bookkeeping company reaches out to Brooklyn businesses with an intriguing offer.

Letter #2: Bookkeeping Service, Free (and Risk-Free) Trial
04:15

Letter #3 targets translation companies with an ultra-specific offer.

Letter #3: Translation Consulting Company, Free Consultation and Free Report
04:34

In Letter #4, discover how to tempt parents to attend an informative seminar.

Letter #4: College Funding Company, Free Seminar
04:48

Letter #5 features a lawn care company launching a new-customer campaign so it can move into new geographical territory.

Letter #5: Landscaping Company, Free "Problem Lawn" Analysis
06:55

Letter #6 is aimed at a different type of customer - not a buyer, but an employee that a financial firm is trying to recruit.

Letter #6: Accounting Company, Recruitment Letter
03:00

Letter #7 involves a no-cost, no-obligation offer from an employee benefits firm.

Letter #7: Employee Benefits Firm, Free Plan Review
03:21

Letter #8 consists of a clever outreach to current customers to refer their friends and relatives.

Preview 04:47

With a free event, Letter #9 recruits parents of young children to a karate program.

Letter #9: Martial Arts Studio Open House Invitation
04:38

For a business coach, Letter #10 is actually a series of postcards, targeting owners of family businesses.

Letter #10: Business Coach Postcard Series, Free Report on Website
03:38