How To Successfully Sell Melt-in-Your-Mouth Steak By Mail
October 14th, 2008 by Mark Pocock
Back to the theme of you can sell virtually anything by mail let’s take a look at another Direct response ad.
This time the ad is selling prime meat. Steaks, lamb and pork burgers. You can see the ad here direct mail order meat.
(If you’re familiar with the name Omaha Steaks, who’ve been going 80 odd years in the US, then you’ll know selling steak by mail order is nothing new.)
Anyway back to this ad. I’ve seen this particular ad a few times. And when you do this you know the ad is a winner. Otherwise the ad wouldn’t keep re-appearing.
But is that the case with this particular ad? That it’s a total winner.
I personally think this company has missed out on a few techniques. And they could have a far stronger ad. However let’s give them the benefit of the doubt. They could be testing a few things each time they run the ad.
For instance take a look above the headline.
The box coloured in black.
I hate black backgrounds with white writing. Why? Because it makes the ad so much harder to read. And if it don’t get read, not enough people buy.
And of course in this case this black background is where the company has the important sentence
“The finest meat you’ve ever tasted or your money back.”
Now this one sentence is rather important. As it removes any risk to the buyer.
Now the reader is casually flicking through the magazine and isn’t going to be scrutinising the ads. So won’t see this sentence sticking out.
Then there’s the headline itself.
“Juicy, Tender Melt in the Mouth Meat Direct to Your Door.”
You gotta’ love the first part to the headline. That conjures up a great word picture. And thinking about eating the meat makes you (well me definitely) start drooling.
However why not use the guarantee in the headline?
And another thing. If you click through to their website www.donaldrussell.com/stmgbo0809 they have some great testimonials. So why not use more of them?
Lastly just check the coding on the above URL. They’re doing a great job of tracking their ads. I cut this ad out a in September so these guys are tracking exactly when their getting their orders.
Oh yeah. I clicked onto their website. And it looks as if you have to pay before receiving your meat.
Big sigh. Just get your damn customer to accept your offer. Have a big “Send
No Money Now.” Pay later.
Just like the chocolate direct mail package I took a look at back a long. By the way those chocolates are fantastic.
I’m sure that would increase response.
Comments?
Feel free to leave one.
Until next time
Mark
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