Smart Video Review – Serious money in a few minutes
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I have done both walking in and emailing for smart video review. In my personal experience emailing is not only easier but also more costefectve. Driving around and walking into businesses ends up just wastng gas, money, and tme which ultmately afects your proftability on the card. Now I realize there are people that do walk-in and make sales and that’s fne for them. But this course is about doing it through email.
Let me give you a recent example. So back at the end of June I had a goal to get my postcard completed and out in 6 weeks. That was allowing one week for ad design, another week to have the postcards shipped to me, and four weeks for flling the card. I also wanted to try a mixture of email and walking in to see what worked best for me.
I did about 30 walk-ins and I got 3 people (owners) that said—yes, this is great –go ahead and reserve my spot: • The frst owner told me to come back on Tuesday and she would have a check for me. • The second General Manager said to call his marketng gal and tell her he “wanted on the card” and she would take care of payment. • The third co-owner said, “I love this, let me take a picture and send it to my partner!” and asked me to give her a call later that week.
- All of the other businesses I went to either shifed the decision of to someone else or just said they weren’t interested this month- but maybe try them the next month. The three business owners that seemed the most interested (the ones above) NEVER purchased from me. It was a complete waste of tme. Now, I don’t know about you—but my tme is my money in my business. And I needed to fll this card fast. So I began sourcing leads and emailing instead.
And guess what? I flled that card in 4 weeks fat. There were twelve spots I sold at $395 and three spots sold at $495. I made a $2600 proft on this card. Here’s the card: Now, with this partcular card selling at a higher price-point about half of the business owners wanted me to stop by and “show them the card”. I did of course and each business owner said yes. I’m going to teach you in the next secton how I positoned myself to even get them to invite me to their smart video review.
Afer this card though I’ve never had to stop back by another business to show them the actual card. What I quickly realized afer completng this card in a new market (Austn vs Houston) was that business owners wanted social proof of other businesses in the area putng their ads on the card. And once I got that “proof” my business took of fast! Positoning is the frst critcal component of making this system work well for you.
If you haven’t put out a 9x12 postcard before establishing credibility becomes even more important. When I began positoning my postcard in the market I knew that credibility was key as well was social proof. And I knew that the easiest way for me to gain credibility with local business owners was through social proof.
But how would I get social proof in a new market without any actual advertsers? Simple. I created the social proof myself. Here’s what I did. I contacted the business owner at a restaurant that I frequented. I simply asked him via email if he would be interested in getng free local exposure on my 9x12 direct mail postcard.
Here’s the email I sent: Hi there, My name is Amber Chisholm—I own a local print business here in Lakeway. I am looking to pull about 15 locally-owned businesses together in our area to share the cost of a giant direct mail piece that will be mailed out to thousands of local residents here in Lakeway. I really would like to get the card mailed out fast and am wondering if you would be open to a FREE ad spot? No catches.
I just love your restaurant so much and would love to feature you guys (although if you wanted to throw in a few gif cards that would be great too, lol). Would you guys be open to this? Let me know! I want to give away a free ad each month to a local business to support our local economy so I fgured your restaurant would be a great match. A I sent the email at about 9pm that evening—that same night the business owner’s wife replied back—YES! And it was a done deal.
So, where did I go from here? Well from this point on I used this email to gain the rest of my advertsers on this partcular card: Hi xxxx, my name is Amber-- I work with Don Mario’s in Lakeway. We are putng together a local business co-op for 15 local businesses who are interested in getng their ofer out to thousands of our locals for cheap.
I am sending out 10,000 GIANT postcards to upper-income Lakeway & Bee Cave households in August. As you probably I sent the email at about 9pm that evening—that same night the business owner’s wife replied back—YES! And it was a done deal. So, where did I go from here? Well from this point on I used this email to gain the rest of my advertsers on this partcular card: Hi xxxx, my name is Amber-- I work with Don Mario’s in Lakeway.
We are putng together a local business co-op for 15 local businesses who are interested in getng their ofer out to thousands of our locals for cheap. I am sending out 10,000 GIANT postcards to upper-income Lakeway & Bee Cave households in August. As you probably know, these are residents that can aford and want to have a service like what you ofer.
We are a local business co-op so we all share the ad space on the smart video review. So far: Don Marios, Mut Life Crisis (luxury dog boarding), A New Day Child Development Center, Baretrees Boutque & Texas Outlaw Boots, & Fresh & Fruit have joined forces to form our frst postcard. We want to have a secton of just healthy body & beauty and are looking for 1 Yoga ofer for our card.
Would you be interested? Maximum price for an ad spot is $495 with the smallest ad at $395. That's less than a nickel per home to reach 10,000 residents. Only rule: YOU MUST HAVE A GREAT OFFER. Let me know if you'd be interested or give me a call-- we ofer NO competton on the card-- and I'll be out talking to biz owners all weekend-so if you are interested let me know ASAP so I don't sell your spot on the card...I only have 9 spots lef on the card.. And that was that.
I sent out 25 emails per day to local businesses in my area and flled the frst card in 4 weeks. And as each new local business signed up (I was closing about 4 ad spots per week) I would just lengthen the list of businesses that were joining forces together to show even more social proof. Now with this partcular card I did NOT use my Think Local PDF because I hadn’t created it yet.
However, in hindsight ataching it probably would have made a bigger impact on business owners so I suggest you do use it and atach it to your emails. Either have a sample one put together for you by Kathryn Gainard at A Dying Art Company or just use my samples. Honestly, so you don’t waste any tme you could go ahead and just send my samples because the ads look amazing and really capture atenton.
And they’re real businesses that interested prospects could go look up and see which gives you more credibility. You don’t have to menton that you didn’t do these other cards unless they ask. And if they do ask just say, “Yes, these are actual cards that were put out by my partner in Austn.” Easy as that.
ALSO—PLEASE SEE THE UPDATED EMAIL THAT YOU SHOULSEND AT THE END OF THIS SECTION. I only included it here so that you could see exactly what I originally put out. It’s stll a great email that worked well for me, however at that point I wasn’t including the additonal exposure with the fyers and the $295 pricing nor my samples. Social proof is the ONE thing that is truly holding you back from making a lot of sales monthly.
But once you have it—it’s so easy! So I did what I could to build the social proof initally to gain sales. Then I would focus on those same businesses to gain their business with my postcard. What I found was that when I mentoned other known local businesses that “joined forces” with my movement even though that hadn’t just yet—the invitatons to stop by their business came fast.
If your overall intenton is to stll prospect and close deals with these businesses than it’s not hurtng anything to start your card this way. If you end of not closing ad spaces with some of the businesses you initally menton as being a part of your mailing, than it’s no big deal either! They could have backed out due to lack of marketng budget or pushing a sale to the next month.
Keep in mind your main goal here: to help local businesses gain a lot of exposure for cheap and to ultmately build your own credibility so that you can churn out cards every 4-6 weeks. Updated Email To Send To Inital Prospects (be sure to atach Your “Think Local” PDF): Subject line: Would you like to join us? Hi Mark/Crystal, I own a local print & design business in the area. I am mailing out 5,000 direct mail GIANT postcards for our November Lakeway/Bee Cave campaign (these postcards are a foot wide) ..to 5,000 upper income residents in Bee Cave, Sweet Water, and Cuernavaca neighborhoods mid-December. You won't have any compettors on the card.
We only have room for 18 local businesses We're utlizing USPS every door direct mail to mail out pieces. As well as placement in high-trafc restaurants & the 3 HEB’s (Lakeway, Bee Cave, & Westlake) (thousands of additonal pieces) I've included an image of our 2 most current mailings so you can check it out for yourself (PDF/botom of this email) Currently we have the following businesses joining the mailing and local distributon for December: Craigo's Pizza Lake Pointe Dental Qualtech Auto Elite Wellness Chiropractc Daily Juice Wild Orchid Salon Musician's Woodshed Schmidt BBQ Rocco's Italian Grill Bee Cave Acupuncture Lapel's Dry Cleaning Crank Cycles Lakeway Actvity Center Do you want to be apart? It's $295 to share the costs of the mailing and local distributon. We only have a few spots lef.
We are all serious business owners vested in the future of our business and realize the power of local branding in the community. -- would you be so kind as to let me know yes or no so I don't bug you again? Also, when naming your publicaton: I’ve tried calling it Local Deal Clipper, Deal Dropper, and Think Local Austn. I really like the Think Local Austn because it gives it a feel of local-only businesses and in Austn local is HUGE.
I even closed a deal with a local auto-shop because he liked the message behind Think Local, “Supportng Locally-Owned, Independent Businesses in Austn”. It also helps set my publicaton apart because it’s made for locally owned businesses. Choosing your ideal market is the 2 nd important factor that will ultmately determine your success.
Based on my own experiences, the postcard will typically sell faster and easier in a higher-income market. I would say to shoot for an average household income of $75k+ and ideally closer to $90k+. Reason being is anything less than this business owners probably don’t have the marketng budget to put up for an ad space with you.
In the area I live in and sell to the average income is about $90k+ year.
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