How to use “Tear Sheet Mailings” to boost prospect response…
The strategy I’m going to go over today reveals one of the biggest kept secrets in the marketing game.
In its true form, a “tear sheet mailing” is an ad or direct mail piece that is written to look like a newspaper article about you or your business. It is produced and laid out like any article you might have seen in a newspaper or magazine. It is printed on news print type paper.
The back of the sheet is printed with an actual newspaper page or stock market quote page. You would determine what to put on the back page based on the type of product you are selling.
For example, if you sold health products, you might make the back page look like it was in a health magazine. I did many of them to get prospects when I was in the insurance industry. I made the back look like it was a page from the stock market quote of a newspaper.
You have probably seen this at some point when it came in your mail. Most of the time it had a post-it note attached to it that looked like it was handwritten with a message that said: “Came across this article a thought it would help you.”
You can create a similar message to fit your product.
You should do it in such a way that you don’t run afoul of any regulatory agency.
First, avoid printing copyrighted material on the back of the sheet, unless you obtain written permission and/or are reprinting an actual newspaper article about you (rather than the one you have “faked.”)
Second, if you have serious concerns about the legalities and plan widespread public use, put an “Advertisement” or “Advertorial” message on the top of the page.
Third, don’t send them out alone with the Post-It notes, designed to make the recipient believe he received it from a friend. You’ve got to include a sales letter with a way for them to respond to you. Otherwise, your effort will be wasted.
I’ve used the tear sheets I created as handouts at trade shows or various consumer shows that I’ve attended. I’ve even tested them in the Val Paks without a post-it note and received excellent results.
But direct mail always worked so much better for me. They provide a great combination of high readership because of the believability of it, and the very, very low cost to do it.
To see what a tear sheet looks like, click on the links below. The first link is an image of the top of a tear sheet I created. The second link shows you what the bottom half of the page looks like.
The last link shows you what I put on the back of the page.
- Top half of page: www.kenvarga.com/Tear_Sheet_Example_Top.jpg
- Lower half of page: www.kenvarga.com/Tear_Sheet_Example_Bottom.jpg
- Back of page: www.kenvarga.com/Tear_Sheet_Example_Back.jpg
Let me if you have questions.