Episode 35: Interview with Kevin Donlin about his Marketing Multipliers

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About Kevin Donlin

Kevin Donlin has been involved in marketing since 1994, when he sold one of the first ebooks online, payable by check and you had to mail it to a post office box. That was e-commerce in 1994! From 1995 to 1998, he was Webmaster for FedEx.com, where he worked with the pioneers of online marketing. Since 1998, he’s been a copywriter and marketing advisor for clients big and small, delivering sales gains of more than $1 million on multiple occasions with direct mail and online marketing.

He’s been interviewed by ABC-TV in Detroit, Fox and NBC News in Minneapolis, CBS Radio in Los Angeles and New York, The Wall Street Journal, New York Times, Fortune magazine, Entrepreneur magazine, and too many others to list here. He’s the author or co-author of 5 books, including the forthcoming book, “Marketing Multipliers.”

3 big ideas discussed in this episode:

  • Small actions deliver big results
  • If you sell a service the sooner you get tangible the faster you sell.
  • Paper email is a direct mail for the busy entrepreneurs who wants to write a sales letter but don’t know how to get started

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Show Notes:

SMALL ACTIONS DELIVER BIG RESULTS

  • Just removing the confusion and ease people to the sales letter can lead to bigger results.
  • If you can just remove confusion and increase clarity, then you’ll increase sales and it is often a small change that delivers big results.
  • Client re-activation email, if you are selling a service or product over time you’ll going to have inactive clients and if you have a database or email program you can go back to your inactive clients and send this message: (Client’s name), checking how your April is going please let me know beyond that what can I do to help you?
  • The most valuable thing you can do when you’re marketing by email is just be interesting and useful and people will pay attention to you.

IF YOU SELL A SERVICE, GET TANGIBLE FAST

  • If you are selling something or service online it is an empty box, people can judge the value of service until they’ve given you their money that’s a real chicken and egg syndrome.
  • Milward Brown Direct Mail Study, that’s a study that shows that when you get something on the mail something that you can hold its tangible, it makes all kinds of neuro connection compared to something you just read on a screen like an email, website or YouTube video and it doesn’t make an emotional connection to your brain quite like holding something tangible.
  • A thank you note after a phone call, podcast, when you met someone at a network event it is something tangible and when you send to them all kinds of benefits follows.
  • When they get this thank you note and they’ve got to relived the whole experience they had with you before they ever given you their money that’s very important because people will judge you.
    The purpose of a Thank You note typically is to plant a seed to our next communication.
  • It goes like this: Hey I’m looking forward to talking with you next week. But the main purpose of a thank you note is to thank, it’s about gratitude and making people feel happy that they met you.

THE PAPER EMAIL SALES LETTER FOR BUSY ENTREPRENEURS

  • Any time something good happens on your business you should try to make it happen on purpose.
  • A lot of people are too busy and when you send them an email they might not get a chance to read it so instead of emailing them why don’t you try to print your letter and mail it to them.
  • Paper email are for people who are too busy to send direct mail.
  • If you are sending emails now and you aren’t having any kind of results give it a headline that says Paper Email and put it on an envelope and send the thing out.
  • It’s fun, not threatening and will get you good sales.
  • If they ignored couple of your emails and you want to get on their podcast or be your client you can send them a paper email and it goes like this: Yeah you didn’t get my last email, you’re busy I get that I’m sending you this paper email because I want to make sure it is absolutely get on to your spam filter.
  • No one throws away a FedEx letter unopened, they always get open so it is a 100% response versus the email.

Quotes:

  • The most valuable thing you can do when you’re marketing by email is just be interesting and useful and people will pay attention to you.
  • The main purpose of a thank you note is to thank, it’s about gratitude and making people feel happy that they met you.
  • Any time something good happens on your business you should try to make it happen on purpose.
  • Paper email are for people who are too busy to send direct mail.
  • You can’t improve if you are not moving forward.

Websites:

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Kevin Donlin, Joseph Campbell quote

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