Who’d have thought that a pizza take out joint would be such savvy marketers?

I received a letter in the mail (not addressed to me personally, they had blanketed neighborhoods near them – hint).

On the front was a letter with a bag of flour attached to it with a staple).

The letter began… “Dear Neighbor, Why have I attached a little tiny bag of flour to this letter? Here is why:” and the letter then goes on to talk about their ‘secret flour’ the chemical structure of their flour, the high protein content, where they get their flour, and why they pay more for their flour than the competition does.

They do an excellent job building their pizza dough and ingredients up, and play dow the inferior ingredients the competition uses, which explains why they have “limp, often soggy, pizza crust”.

They talk about how theirs is hand made daily, in-house, while others farm it out to outside companies who mass produce a cheaper, lower quality dough that shows up ready.

Then they have a 100% guarantee: “if it’s not the best you’ve ever eaten, we’ll refund your purchase price.  In fact, when you stop by in the next two weeks, I’d like you to have our signature Caesar salad with your dinner (my treat)”

Then they have a coupon at the bottom with the free Caesar salad and Focaccia bread.

This is brilliant.

And why can YOU use the exact same idea?

You can… excuses will not be tolerated here.

You may not have a pizza business… but your business IS NO DIFFERENT.

The stupidest excuse I hear out there is just that “my business is different. that stuff won’t work for me. my clients are different. my suppliers are different. we sell based on price. whine. whine. whine.”

You are completely WRONG if that is coming out of your mouth.

You have a product or service to sell. You need buyers. Your buyers need to understand what makes you different.  You need to prove to them you are worthy supplier and they should give you at least a try.

Sound familiar?

You can attach a bag with a component of your product.  You can have a picture of you delivering the service. You can have a picture with a happy customer sharing their feedback.  You can use that brain of yours and find SOMETHING that will make this strategy work for you.

I spoke with the guy who owns this pizza place (we have ordered from them a few times – as have all our friends when I told them about this offer).  He won’t share numbers… but he said it has done VERY WELL for them.

And it will for you too.

So, no more excuses. This works exceptionally well… expecially in a recession when people are looking for good reasons to buy somewhere else (and it is NOT always about price – read the statistics – the affluent market spent 29% more in the last quarter than the previous.

THEY ARE BUYING… are you selling to them?

Use this simple model, and at least give it a try.

If you want more of these, make sure you get on the list at http://www.entrepreneurmojo.com to get a TON of great stuff for free.  Sign up and be prepared to get your money making MoJo cranked up 400 notches!

Over and out. Troy

PS: Something important I forgot to mention: The letter came BEFORE the brochure. Yes, they had a typical pizza brochure, but the letter was stapled to the front of it.  Instead of “Oh, another pizza brochure”, which is what 99% of people would have done, they said “what is this letter, with this bag attached?  This looks interesting”.

Goal #1 in your marketing is ALWAYS to get them reading or paying attention. Once you get them reading, your chance of a sale go up dramatically.  Once you have their attention, it becomes much easier to get them to try you out, especialkly when you use ideas like this pizza parlour.

So, how ARE you going to use this?  When?

Here is the letter…