Can one piece of direct mail change your life? You bet it can. If you want the details, you got to join me on this episode of The Inside BS Show. Hey now, it's Dave Lorenzo and this is another edition of The Inside BS Show.

So today, I'm pivoting, I'm shifting my focus and you are coming along with me. That's right. So I've done a really good job of connecting with prospects and people who are clients and everyone in between with email.

For years, in fact, since 2008, I've sent out a weekly email newsletter and that has resulted in millions of dollars in business over the years to me. And over the years as well, email delivery has become more and more problematic. You could use the term suspect.

People's inboxes are inundated. And while email still works and it's still ridiculously cheap, arguably free, if you will, the effectiveness of email marketing is, well, it's tough. It's not what it used to be.

Add to that the fact that I belong to a provisor's group where sending regular emails to people gets you a ton of aggravation, complaints, even if you're following all the rules and the guidelines. And it's just not practical. It is not practical to use email as a marketing method any longer.

So what's a guy to do? What's a guy who wants to meet new people and wants to employ leverage and has something of value to offer to professionals and to business owners? What is somebody to do if they want to reach out to people in mass and they want to use advertising and they will use advertising, but they want something more personable, more impactful. They want something that will have an effect of starting a relationship in an intimate way. Well, I've got just the thing for you.

Direct mail. You heard me right. That's right.

The U.S. Postal Service is going to be my partner. And if you're smart, you're a partner in creating a campaign that will deliver to you the exact customers you want. Now, if you follow me on LinkedIn, I encourage you to go to a post, which I just put up.

As of the time of this recording, it is 5.05 p.m. on the 16th of June. You know I hate dating these things, but go to my LinkedIn profile and look for the post that went up at 5.06 p.m. on 6.16. I'll put what I'm referring to as the thumbnail of this show as well. If you're looking for this and you find it on Spotify or on Apple Podcasts, or you want to go just to the Transistor site, look at the thumbnail.

There's a direct mail letter there. It's yellowed because of its age, but the direct mail letter is dated November 16, 2001 on the Gallup Organization's letterhead. It is the letter that recruited me into the Gallup Organization.

And I submit this as Exhibit A, and here's the reason why. Because if a sophisticated consulting company could recruit somebody like me, and I could produce hundreds of millions of dollars in consulting revenue for them over the next six years, you can find your next big client by using direct mail. And here's the statistics that I cite to support this.

Are you ready? I don't think you are. So, the average direct mail response rate is 4.4%. Email averages less than 1%. It's like a tenth of 1%, 0.12%. And that's from the Direct Marketing Association.

Direct mail generates five to nine times more responses than email, paid search, or social media. And that's from the Data and Marketing Association. The average household receives only two physical pieces of mail daily, but about 157 emails.

That's according to the U.S. Postal Service, as well as some radicati, whatever that is, group email statistics report, which was published a couple of years ago. What does this all mean for you? It means that direct mail will work for you if you want it to. So, how do you make direct mail work? Well, find your list of your dream 100 prospects.

But you can start with 10 if you want. Write a message that hits their biggest ambition or their largest point of pain. Keep it to one page and end with a clear call to action.

Print the letter on quality paper. Hand address the envelope. Write it out by hand.

And drop your direct mail into the mail on a Tuesday or a Wednesday. That's when the mail volume is the lowest. Actually, I mail every day of the week.

But a Tuesday or a Wednesday if you're only doing this a couple of times. Then you follow up with a phone call or with a video email a couple of days later. Track the results and do it all over again.

The key is the sequence. If you commit to mailing one letter every two weeks for a year and then following up with a video email and a phone call each time, I can almost guarantee that the 10 people you put on your list or the 100 people you put on your list will not only respond. But if you put 10, you'll get four or five of them to express interest.

And you will end up working with at least two of those four. If you extrapolate that out to 100, you will wind up with 20 new clients. You've got to commit to it for a year.

You've got to write 26 direct mail pieces. You can bulk these, you can batch these into three-letter sequences. So first notice, second notice, third notice.

And if you batch it into three-letter sequences, then you can cut your number of writing by two-thirds. So you really only need then probably six or seven email sequences. You'll make seven follow-up phone calls.

If you want to be ambitious, you'll make 14 follow-up phone calls in between each piece. And you'll get 20 clients out of it. Does this sound ridiculous? If it does, prove me wrong.

Do this. What have you got to lose? Each letter is going to cost you less than two bucks to send. If you send out two letters a month to 100 of your Dream 100 clients, you're talking about $400 a month in direct mail.

That's $4,800 a year you'll be spending on direct mail. But you'll be making phone calls, 100 phone calls behind it every few weeks. You'll be sending out 100 video emails.

You can use Loom if you want to do that. 100 video emails every couple of weeks. And you'll be amazed at the results.

If you get one client, you're on the positive side of the ledger. The only reason why you wouldn't do this is because you're lazy. So here's what we're going to do.

This is being published. This audio program is coming out on the 17th of June 2025. I promise I will update you once a month on my progress.

I am going to direct mail 100 prospects and use this exact sequence every month for a year. And I will keep you updated on my progress. But you've got a promise to keep me updated on yours.

You can do that at the LinkedIn page that I just sent you to. Or you can email me directly dlorenzo at dlorenzo.com. D-L-O-R-E-N-Z-O at D-L-O-R-E-N-Z-O.com. We'll see you back here tomorrow for another edition of the Inside B.S. Show.