Broken Toes and Your Business
Back in the days of the Fuller Brush Man, the “stereotypical” procedure for all door-to-door salespeople was these 3-steps:
1) Knock on the door.
2) Wait for someone to open the door.
3) As soon as the door was opened, stick your toe inside to prevent door from getting slammed in your face.
I’m certain you’ve seen this exact scenario caricatured in at least a dozen movies and TV shows.
Now, while I can’t say for CERTAIN that this behavior is much more than an urban legend, my gut instinct would be that if someone tried to pull this off more than a few times they’d wind up with some severely battered shoes and more than likely some broken toes as well.
The basis of this “strategy” is actually a psychological principle known as the “foot-in-the-door technique.” By getting someone to say YES to a small thing, like merely opening the door and keeping it open, you can then move on to bigger and bigger “YES’s” – cascading finally to a much larger affirmative decision.
But the key is getting that very first YES.
In doing Direct Mail, you face a similar “foot-in-the-door” challenge – presuming that your carefully crafted sales piece makes it through the US Postal system unscathed and to the correct address – the critical “first step” you need taken is simple, yet incredibly challenging:
Getting them to OPEN the Letter!
Sound easy? There’s a LOT more to this than you might think. It is by no means a given.
We’ll be talking about ways to overcome this specific challenge over the next few weeks. If you want to avoid the “broken toes” associated with wasting time and money on sales letters that don’t get opened, then I think you’ll find this both interesting and useful.
My next marketing strategy webinar will be 3/12/15 at 7:00 PM EST. I will reveal 10 tactics to get your mail opened(you are sending mail….right?). Click here to register for this live, free event.