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Your Sales Team in an Envelope

One of the most powerful things I have read about is the sales team in an envelope theory.  I do believe it came from Dan Kennedy, American Guru of the No BS fame.

As we know, people like to read about things in different ways, so when sending out a direct mail shot you could do worse than consider the following aspects of a brilliant mail shot from Tony Robbins another very wealthy Guru in his own right.  This mail-shot was actually part of a direct marketing campaign and there were other aspects to it that are also significantly important to consider so I will start from the beginning.

Word spread like wild fire about a free Anthony Robbins book that was being given away, called Notes from a Friend worth £5.99.  All you had to do was to apply for it on-line.

The book was duly received with some details about the next and final Anthony Robbins seminar in the UK entitled Unleash the Power Within.  I read the book and shortly afterwards I received a phone call from ‘Jim’.  Jim introduced himself as my personal contact on the Anthony Robbins team and did I enjoy the book?… And would I like to book for the four day seminar in October?  I naturally gave the usual fob off – ‘I’m still thinking about it’ – but to be honest it was true!  I wanted to go but thought it was a little pricey.

Shortly after I received THE mail shot.  In it was a sales letter addressed to me.  There was a posh brochure with some more details about the seminar, some testimonials and a photocopied article from a newspaper.  This article was written by a journalist who had been to an Unleash the Power Within seminar.  Prior to his adventure he had (like me) been sceptical about the Walking on Hot Coals activity.  His scepticism was increased when he was asked to sign a disclaimer for any damages that may be sustained during the course of said fire walk.  But during the seminar he had listened to the master and like 10,000 others, decided to throw caution to the wind and go for it.  The delight of being with said 10,000 who had conquered their fear too, was unimaginable.  He was so glad to have done it.

Now – don’t get me wrong.  Whilst I did go to this seminar, I didn’t walk on hot coals!  Not because I thought I would be hurt but because I didn’t need to walk on them to know I have the courage to change things I want to.  However, it was this piece of copy and the subsequent phone calls from Jim, my personal conduit to Anthony Robbins that convinced me to sign up for the Unleash the Power Seminar. I knew then, that I could learn something.

The key message is that if you are considering a direct mail campaign, do think of it as a campaign, not a one-off exercise and make sure that you include in your envelope items that will engage all reader preferences.


Think about the objections that your customers raise and put together something in print that will negate those objections preferably from one of your customers – not you.  You might like to include a keep-sake of some description – in Robbins case there is The Book.  What could you use that is tactile and will benefit your potential client base?  For further ideas you might like to scroll through RT Promotions Blog posts.

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  1. I remembering feeling really bad at having to sign that disclaimer, in order to get my entry ticket. I only did it when my ‘conduit’ helpfully said this doesn’t mean you have to walk! Just shows you need to brainstorm a lot of objections in a campaign!
    Did I walk? Well yes, I actually did, because if I hadn’t I would have thought it all a waste of time, as this experience comes on the very first day! I didn’t know I would, though, until the very last moment. Last minute decision-making has its advantages!
    I’m sure there were a lot of things I didn’t fully ‘experience’ that weekend, but (thankfully?) the hot-coals made no lasting impression, other than I can decide to do something and do it (providing I leave it to the last minute and sneak across before my gremlin says it’s a stupid thing to do?)


  2. It is quite interesting how the Hot Coal Walk tends to get talked about much more than any other of the key learning points of that three-day seminar. Is this what might be described as a unique selling point?

    It does seem to be as memorable as knowing what you were doing when Elvis died?

    (I was in a caravan just outside Guildford with four best friends from secondary school!! It was raining.)


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