I never really used LinkedIn until I started working at PrintFirm. I resisted joining LinkedIn until a former employer made signing up a job requirement. So I created a bare bones profile, and called it a day. Now I spend a good portion of my time on LinkedIn, and I still feel pretty green when it comes to “professional” networking etiquette. LinkedIn is not very social in the way I understand the term, and I’m still trying to figure out how to strengthen offline relationships through this digital medium.
Good thing I have John Klymshyn aka Coach K to show me how it’s done.
The Online Backstory
Last week, I received a LinkedIn invitation from a fellow writer I’d never met or worked with before named John Klymshyn. I accepted because I enjoy meeting other writers, designers, printers, and marketers. I always follow up on invitations with a private message to introduce myself, and John’s initial response caught me off guard. He explained that he discovered my profile through a comment I wrote on a LinkedIn article. He mentioned that he loved my tagline, and then told me to, “Go do something GREAT today!”
I found his approach very refreshing, definitely not the typical LinkedIn small talk. When he requested my mailing address to send me his Daily List, I had no idea what to expect. I assumed he was referring to a sales pitch or newsletter—neither of which sounded appealing, but our previous interactions gave me enough confidence in him to pass along the info.
The Direct Mail Win
I’m glad I trusted my instincts and took a chance on John because what arrived a few days later was nothing short of brilliant. Behold, direct mail done right:
Honestly, I wish I’d thought of this first, and I hope John doesn’t mind my stealing his idea down the road.
The picture above really doesn’t do John’s campaign justice (me without my damn camera). In case you can’t tell from the crappy cellphone photos, John sent a branded greeting card with a handwritten note as well as 3 copies of his creative folded business card. Both items feature his Daily List, which consists of 10 tasks to complete every day for personal and professional fulfillment.
4 of the items on the list standout because John is actually leading by example:
1) Be Kind to Someone
2) Inspire Someone
3) Do Something Creative
4) Give Something Away
He can cross these things off every time he puts a new envelope in the mailbox.
If you’re in sales, there are a few big takeaways in this story made especially for you. First off, treat your LinkedIn connections as a permission based lead generation tool. Notice how John didn’t jump right in and ask me for my address right off the bat? He waited until we’d built a friendly exchange online before he made a move for offline interaction. Remember, the people you meet online don’t get the chance to size you up in person, so they have no way to gauge your motives. If you make them feel uncomfortable by being too pushy, they’ll disconnect without a second thought.
Once you know a prospect is open to communicating, you can move in to strengthen the relationship through offline channels. But remember that print marketing works best when the message is highly personal i.e. tailored to the recipient. In other words, don’t send a generic brochure as an introduction to an online contact, unless he or she requests additional information about your company. The golden rule of sales is that people aren’t buying because they like your products, prices, or services. They’re buying because you’re good at selling yourself. Use that to your advantage by reaching out as an individual, not a company representative. And nothing says personal like a custom corporate greeting card with a handwritten message.
Community Soundoff
Congratulations John—you’ve made the Direct Mail Marketing Hall of Fame! Have you ever used direct mail to bridge the gap between online and offline contacts? Tell us your success story in the comments below!