October 18, 2024 • 44 mins
In this video, Keaton Walker interviews William from Mailbox Power, a company offering automated direct mail and gifting solutions. They discuss the effectiveness of physical marketing in a digital age, highlighting how Mailbox Power's system allows businesses to send personalized postcards and gifts at scale. The conversation covers success stories, white-labeling opportunities, and strategies for combining digital and physical marketing to improve customer engagement and retention.
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Timestamps:
00:00-Overview
00:32-Mailbox Power in a nutshell
05:55-Crazy Success Story
08:35-What does GHL have to do?
13:26-Combining GHL & Mail Marketing
15:51-Risk of Digital vs Physical product
17:13-All About Mail Marketing!
28:37-Why is Physical Marketing Important
31:06-Another Crazy Success Story
37:18-Agency Beginners Hack!
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#smma #mailboxpower #gifting
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
William (00:00):
We really stand alone in the industry because
we truly are a unicorn.
The woman said she convertedthree customers and added over
70, 000 annually in commissionsjust from sending out 2,
000 worth of sugar cookies.
It really does stress theimportance of what birthday
marketing just by itself.
(00:20):
If there was a box sittingon your face, You're not
going to step over it.
You're going to open it up.
Being able to actually putthat in somebody's hands
and break through all thatdigital noise is, you know,
what mailbox powers for
Keaton (00:32):
William.
Thanks for being here, man.
William (00:34):
Yeah.
Thank you for being here.
Keaton (00:37):
This is great.
It's so cool to bein the headquarters.
Yeah, and So cool to see theoperation you guys have built.
I didn't realize how recentMailbox power kind of
came to power so to speak.
William (00:50):
Yeah
Keaton (00:51):
in in its current model.
Absolutely Tell us a littlebit about the transition
to the recurring, you know,Unlimited Postcards model
that you guys came up with,what, three ish years ago now?
William (01:06):
Uh, actually, well, eight years.
Keaton (01:08):
Okay.
William (01:08):
Yeah, so, um, I, well, Rebranding was done across a
couple of different companies.
So originally, uh, the companywas called banners or sorry,
originally rocket notes.
Then it went to bannerseason and the banner season
was where it was an MLM.
Okay.
Right.
Uh, and then they rebrandedto mailbox power to then,
(01:32):
uh, make it a monthlyrecurring revenue model.
So, um, I believe that it'sbeen, Mailbox power for
five, six years officially.
Um, and so, yeah, it's,it's a great product.
And you know, when you lookaround in the industry right
(01:52):
now, um, especially at ourdifferent competitors, there's.
Mainly going to be people thatare, you know, either doing bulk
sends where you've got a, you'vegot to send a minimum quantity
of a couple thousand, uh, tobe able to even do something.
Or, uh, you know, you'repaying, you know, Plus you're
(02:15):
paying for the postcards.
Um, you know, for example,there's gifting companies
and those gifting companiescharge a monthly recurring
fee, 97 bucks a month.
Plus, uh, just for gifting,just for gifting software.
And so I think, you know, Inthat sense, we really stand
(02:38):
alone in the industry becausewe truly are a unicorn.
Uh, you don't have a directmail and a gifting company
all in one anywhere else.
And that's what, that'swhat the team has created.
Keaton (02:54):
Uh, and where did the idea initially come from for.
William (03:01):
So, uh, don't quote me on this, but, uh, I believe that
Justin and Jerry, uh, they arethe developers that built it.
And, uh, there was a coupleother people involved also,
but, um, basically they workedfor a couple other companies.
Software companies here inthe Salt Lake City Valley.
(03:24):
And, um, they were the onesthat kind of created the,
the automated processes, thebackend software that actually
automated you ordering somethingonline and it turning it into.
A printed process throughthe machines in the facility.
(03:46):
So yeah, that's, that'ssomething that they created and
they crafted their own software,which I don't know if anybody
else has anything like it.
Um, you know, Jerry lovesto call it his little
minion bots that, uh, runprograms in the background.
So when you place your orders,uh, basically it runs a program.
(04:10):
On our servers and thenthe following business
morning, everything's printedautomatically in our facility.
Our team members walk up,grab the stuff and it's done.
Keaton (04:22):
Got it.
So the big idea washow do we automate.
Basically printing the addressesand the custom, whatever it
is and get that shipped off.
William (04:33):
Yeah.
Keaton (04:34):
From a software.
William (04:35):
Yep.
Yeah.
No, um, being able to, you know,jumping around here, Justin
actually was just mentioningthis the other day, but, uh,
as a company, we kind of feellike we started at gifting and
then worked our way backwards.
Um, so it's kind ofinteresting in that sense,
(04:55):
but you know, now we have.
All the way from prospectingto client retention and
everything in between, youknow, there's over a hundred
different products to be ableto choose from with mailbox
power and, um, the fact thatevery single item can be fully
personalized, whether it'slaser engraving or UV or, uh,
(05:18):
printing or whatever it is.
Heck, you can put your faceon a cookie, you know, like
that's pretty impressive.
So being able to do thosethings, um, really makes
every item personalized.
And, you know, when youtalk about white labeling.
Um, even our products being sentout are fully white labeled.
(05:40):
They're white labeledto you, the customer.
So it actually looks like youwent to, to the post office or
you shipped it from your house.
It's got yourreturn information.
It's got all ofyour stuff on it.
So
Keaton (05:56):
what's the craziest success story you've
seen at mailbox power?
Whether it be an agencyor a direct customer.
William (06:04):
Man, that's a tough one.
You know, we have onegentleman, single customer, that
I believe he's almost sent25, 000 birthday sequences.
So he's almost celebrated25, 000 birthdays and he's
in the insurance space.
(06:28):
And you know when you'redoing that much volume,
You know, it works, right?
He's not going to keep sending.
Let's do another10, 000 this year.
If it's not working.
Uh, and so it really does stressthe importance of what birthday
marketing just by itself.
That's just one thing, right?
There's so many other thingsthat you can do, but, uh,
(06:50):
celebrating somebody on theirbirthday and sending them a pack
of brownies or a greeting card.
Uh, So that you can staytop of mind, really, when's
the last time you got thatfrom your insurance agent?
Yeah.
It just doesn't happen, right?
And, uh, the, the ownersall love to add onto their
cards this one little phrase,which is Pretty sharp.
(07:11):
Uh, you know, call me, callor text me when you get this.
So I know you received it.
Right.
And so now throughout theyear, you're celebrating
a hundred birthdays.
There's a hundred new phonecalls where you can dive in
and talk to a prospect, workon referrals, work on Client
retention, all sorts of things.
(07:33):
So not only the prospecting,but that to make
Keaton (07:36):
sure it shows up a little before their birthday.
So they don't have tocall you on their actual.
William (07:39):
So the beauty of our automation sequences, it
already does that for you.
Keaton (07:43):
Great.
William (07:44):
Yeah.
You can choose how many daysbefore it's, it's set at seven
days, but it depends on whereyou're at in the country.
Uh, since we're in salt Lakecity, um, we can ship, you know,
anywhere in the country here.
We can even ship outsideof the country, but there's
just obviously addedtime and cost more money.
But, um, anything here insidethe country are like a couple
(08:07):
of states away from us.
You're, you're therein a couple of days.
Keaton (08:10):
Well,
William (08:11):
um, and you know, I think the ultimate goal
of the company is to look atexpansion into Tennessee so
that we can, you know, Basicallyjust have another facility
that, uh, all it does ishouse our top scent products.
So like brownies, postcards,and something else.
(08:31):
That way we're anywherein the country within,
you know, two, three days.
Keaton (08:35):
Yeah.
So you're the kind of liaisonbetween the high level
community and mailbox power.
How did that come about?
What's your backgroundwith high level?
William (08:46):
Um, so I worked in the SAS community for six years now.
Um, before high levelran a marketing agency,
started out as a sales rep,uh, with, with a company.
And from there.
(09:08):
Um, we, we found go highlevel in 2019, kind of the
starting stages, right?
They just launched it.
Um, and so I became coowner of that company.
Um, so me and my businesspartner had basically jumped
headfirst into high level.
And we.
(09:31):
We had been doingadvertising, uh, Facebook,
basically Facebook ads.
And then we would, wewould basically say, okay,
whatever CRM you're using,we'll do an integration
with Zapier and we'll buildout a follow up campaign.
And like the logistics ofit were just a nightmare.
(09:52):
And I had to learn all thesedifferent CRMs and, uh,
Zapier Sales and real estateand like 10 things at once.
I was jumping into the deep end.
Um, so it was really niceto be able to say, okay,
we have our own system now.
Um, and.
(10:12):
It's easily duplicatable, right?
You just clone a sub accountand voila, you've got follow up
sequences automatically going.
And so we rolled it out toour advertising customers.
We had 50 something signupswithin the first week and
right there, we were like,okay, we know, we know
(10:32):
where we're going with this.
Um, so yeah, we ended up,uh, continuing to work in the
community and, uh, built Ouraffiliate company as well.
So, you know, I, I've gotsass for newer and affiliate
air wards and, um, met theseguys and coincidentally we
(10:53):
actually worked with mailboxpower because we were in
the real estate niche.
Um, And so a lot of ourcustomers all use mailbox
power for doing prospectingwith postcards and, you
know, they have an ultimateclosing gift automation here.
That's phenomenal.
Sends a unique gift item every30, days, whichever you choose.
(11:15):
Um, and so basically westarted using mailbox
power and we had over 50customers that were using it.
So we kind of just got toknow these, these guys here.
Um, so it was cool to kindof see their journey as well,
but ultimately we ended upworking on a project together
and, uh, they wanted to bringus on as their executive team.
(11:37):
So
Keaton (11:37):
very cool.
William (11:38):
Yeah.
Keaton (11:39):
And so the agency was in, like you were working
with real estate agents.
Yeah.
And did you transition to kindof being full SAS towards the
end or were you still running?
It was full.
Yeah.
William (11:47):
Yeah, so we were full SaaS mode
straight from the start.
Keaton (11:50):
But you said you were running ads for them
or the advertising ads.
Yeah,
William (11:53):
so we were doing Facebook paid
ads, but also SaaS.
I see.
So it was both, yeah.
And
Keaton (11:59):
how many customers did you have total throughout
the agency SaaS journey?
Hundreds
William (12:05):
and hundreds.
Okay.
Probably over athousand we ran through.
Yeah.
Keaton (12:10):
And the all real estate agents, just like local agents.
William (12:14):
Yep.
Yeah.
Local agents.
We had a great, um, affiliateof our own that we worked with.
Uh, he had a YouTube followingand, um, You know, if I were
to give any advice, that wouldbe my advice to a SAS agency
is if you can find one goodchannel that you can partner
(12:34):
with somebody on, whether it'sa Facebook group or YouTube
channel or whatever it might be.
I mean, we still have peopleto this day that find our
other website and try to go toit, you know, and message us.
It's like domain I haven'teven looked at in two years,
but, but here's a new lead,
Keaton (12:53):
right?
Right.
So did you shut down theSaaS agency or what did
you do when you came here?
William (12:57):
Uh, so we basically put a team in place to
manage the entire thing.
Um, now I'm not focused onit, but my other partner is
managing the whole thing.
So, uh, yeah, he justgets to run that.
I run this.
It's, it's works out great.
Yeah,
Keaton (13:15):
very cool.
And how many customers thatlike you're over a thousand
sub accounts at that?
Agency right now or just uh,
William (13:22):
I don't know what they are.
Okay for that one.
I know over a hundredfor sure Yeah,
Keaton (13:27):
so the thing I was really excited to talk to
you about is the opportunityof white labeling With
unlimited sub accounts,but Mailbox Power, not GHL.
Yeah.
Or, combining both of them, butthe, this idea of like a stand
alone, I'm Mailbox Power witha new brand, and having the,
(13:48):
you know, juggernaut influenceof this entire warehouse and
all of the executive teambehind you, uh, it's really
exciting, and I think it's quitedifferentiated in a world where,
There's, you know, everybodyand their mom is selling a CRM.
There's still plenty ofopportunity out there, but
for an intro offer or for, youknow, even just differentiation,
(14:12):
um, in terms of a coupleextra features that you have,
Milwaukee's power offeringthat is, is pretty insane.
So White Label has beenaround for a little bit, but
you weren't doing unlimitedsub accounts, right?
Correct.
So talk to me aboutthe decision to.
Offer unlimited sub accounts.
Why do that?
Why now?
(14:33):
And, uh, what are youseeing as this happens?
William (14:37):
Yeah, so, you know, ultimately, when you do
something like that, freeunlimited sub accounts, you
know, as a company, you needto obviously worry about
yourself and make sure thatyou're going to make money.
Keaton (14:53):
Yeah.
William (14:54):
Um, And so that, that was our fear, I think, not
fear, but you know, that wasour concern at the start was,
well, we got to make sure thatwe make money because we're
a physical product, right?
It's, I think it's differentwhen it's a digital software
where it's just, Hey, justget another server, you know,
whereas here we have a certain,we have a certain limit.
(15:17):
Yeah.
Um, but as I mentionedearlier, our postcards.
Are that in a way is an easilyduplicatable process, right?
So the fact that our systemsare fully automated for
postcards, it just goesstraight to the machines
and prints it automatically.
It means that wecan handle that.
(15:39):
Right.
And overall, I mean,we're still only at 10
percent for our facility.
Keaton (15:45):
Yeah.
William (15:46):
So we've got plenty of growth we can do.
Um, we can handlewhatever's thrown at us.
Keaton (15:53):
I guess the risk you're talking about is like,
somebody comes through, theyget a thousand sub accounts.
Every single one of those isusing them to their capacity.
Granted, they still have topay for postage, but like.
your cost of the ink andthe paper adds up too much
to where you're like, okay,this account is unprofitable.
(16:15):
Yeah.
William (16:15):
Yeah.
And you know, there, there'sa lot to go into there, but,
but yeah, essentially, uh,we just wanted to make sure
there was something there.
So I think that this model,uh, is a benefit for both,
both sides of the coin.
And I actually reallylike how we rolled it out.
So, um, it allows you tooffer postcard marketing to.
(16:39):
Every single one ofyour customers, right?
Like, even if you wanted to justcreate an account and then give
every one of your customers,your existing customers an
account, you could, right?
And from there to me,I mean, this is a great
bundle opportunity.
It's a great upsell opportunity.
(16:59):
It's a great intro opportunity.
Uh, the fact youcan go under that.
97 mapped pricing andhave a good intro.
I think it's, it's a greatopportunity in a lot of ways.
Keaton (17:14):
Yeah.
Uh, so I want to talk aboutstrategy behind direct mail,
specifically in prospecting.
We talked before and mailboxpower kind of has two sides.
You can prospect with it or youcan gift and focus on retention.
And you guys arefocusing more on.
How can we become a betterprospecting engine from
what I understand, right?
William (17:32):
Yeah.
Keaton (17:33):
Yeah, we are.
So when I was running my agency,I did a direct mail campaign.
I can't remember exactly howmany, but thousands of, of
direct mail pieces that we sent.
And they were lumpymail, as they call it.
So it was like, uh, a moneygun, if you know those things.
Okay.
In this like, shiny,red, like, foam.
(17:54):
fluorescent almost packaging.
Um, and then there was avideo box inside of it.
So like you open the boxand it plays a video.
And it's a very, youknow, creative piece.
And we spent, I want to say like12 grand to send these out, you
know, thousands of orthodontiststhat we ended up sending it to.
(18:15):
And we closed one client.
And, uh, they churnedin like two months.
Dang.
So, it was a flop.
Uh, I'm, I'm glad I hadthe experience, you know.
Yeah.
But, it kind of turnedme off to direct mail.
But I was talking to youlast week and, and Ian,
the VP of Marketing here.
And you guys recommenda different approach.
(18:37):
I'd love to hearyou talk about that.
So that the agencies listeningcan say, Oh, okay, maybe
this is a, a good way I couldtarget outside of the Facebook
ads I'm running or the coldemail I'm running or whatever.
How would you approachdirect mail for an agency?
William (18:52):
One of the unique things that, uh, I recently
did actually was we're, we'redoing a lot of testing right
now with our own customers.
So I've been basicallydoing, I've been on the
front lines and rebuildingthe onboarding processes.
Um, and so I've been basicallydoing sales and then doing
(19:18):
onboarding so that I can look atthe churn of my own customers.
If I'm taking care ofthe whole process, right?
The whole buyer's journey.
And.
I was lucky enough to beable to onboard and sign
up, um, a dental company.
Um, and they'rethere in New York.
Um, the guy's pretty big.
(19:38):
He's got over athousand reviews.
Um, a lot of, a lot ofcustomers, but you know, I
was really excited becauseI hadn't done too many
dental campaigns myself.
Um, and so I jumped in andwe built out a great card.
Um, you know, we showeddifferent examples of like
(19:59):
the, the people's teeth thathe's fixed and, uh, kind of
before and after type stuff.
And then we also showed, youknow, the different types
of, uh, health programs, uh,health plans that are accepted.
And so, uh, we uploaded hislists and sent out those
postcards and I got a phonecall from him saying, dude,
(20:23):
I converted over 40, 000.
Keaton (20:25):
Wow.
William (20:26):
Spent four, 4, 000 on postcards
converted over 40, 000.
So awesome send.
Um, and he was like, youknow, Hey, is this good?
And I'm like, well, yeah, that'sI'd say that's pretty good.
Right.
A 10 X ROI.
Yeah, sure.
Let's yeah.
(20:46):
So he's like, all right,well, let's do round two.
So we're waiting to hearback how round two does.
Uh, now he's doing the wholething in Spanish and seeing
how that So, um, anyways, yeah,I, I think as an agency, you,
you have a unique perspective.
(21:07):
The reason why I mentionedthat is because in a way I,
I actually presented thatjust like an agency, right?
I was able to actually sign upa customer and then I was able
to help them run a campaign.
Keaton (21:21):
Yeah.
William (21:22):
So it's not like, it's not like you only have to
run a campaign for yourself.
So.
But you can also run campaignsfor your customers as
well through the software.
So if you want to do a donefor you and sell it at a
higher price point, Hey, do itbundle that in with a follow up
(21:43):
campaign and funnels or whateverelse you want to, but you can,
you can do both those things.
So now, as far as an actualagency owner running a campaign
for yourself, Um, You know, I,I would definitely use our list
builder to be able to filterand create a targeted list
(22:04):
unless you already have one.
Some people have great liststoo, and you can upload those
for free into our system.
So nothing wrong with that.
Um, as long as you have.
Great data.
That's like the wholekey, in my opinion, to a
good direct mail campaign.
If you've got crappy data,you're, you're not going to
(22:25):
get in front of the rightpeople and there's going to be
a lot of wasted sense there.
Um, so that's first andforemost, second, being able
to actually have good marketingwith, you know, what is your
call to action on that postcard?
What is the unique offer?
I've seen so many people that.
(22:46):
Because our system isDIY, they'll go out and
they'll build a postcard.
And it's like,hi, I'm a Realtor.
That's it.
And that's it.
Yeah.
That's it.
Just hi, I'm your local Realtor.
And it's like, okay,was your goal branding?
(23:07):
Cause if that's the case,then you did a great job.
Yeah.
Uh, but is the actual purposeto try to generate customers?
Because we're doingit wrong here.
Right.
So I think just.
Being able to guide people inthat sense, uh, can be really
Keaton (23:24):
important.
And as far as number of sendsand kind of testing budgets
and things like that, doyou recommend going smaller
and sending more or goingmuch wider and only sending
maybe one or two campaigns?
William (23:39):
Yeah, no, great question.
So that's another thing thatwe see a lot of is that people
will buy a list of 5, 000 peopleand they'll go out and they'll.
Blast all 5, 000one time, right?
And that's not the way to do it.
Um, you know, there's actualstudies and stats out there
(24:02):
that you can look up and find,but, um, basically you, you have
to send multiple cents, right?
So I would, I wouldmuch rather send
to 500 people fivetimes than a thousand.
You know, 5, 000 people wants,uh, because you're, you're going
to get in front of them more.
(24:23):
It's about consistencyin your branding.
Um, staying top ofmind frequently.
And when you add the physicalaspect of marketing in
with the digital, that's,that's where you really
start to build this brand.
And you know, when somebodyseeing you on a postcard
(24:44):
that they get at home.
When they see you in a Facebookad, when they are getting emails
from you once every three days,even suddenly your brand to
that person starts to become.
known, right?
That is exact.
Somebody says, Hey, who, whodo you know as a realtor?
(25:06):
Well, this guy's in front ofme every three days, right?
That's what you want.
And, you know, directmail marketing really has
that physical touch to it.
Keaton (25:16):
Do you have any stories of Direct mail,
like saving a business fromgoing out of business or.
William (25:25):
Yeah.
Well, you know, our,our industry is changing
a lot right now andit's been slow, but it's
definitely apparent.
You know, and you've gotZuckerberg shutting us
down and changing ads.
(25:46):
You've got A2P regulations,making everything
extremely strict, um, gonetext messaging, right?
In a way, unless you'vegot secure opt ins, now
you're getting fined.
Um, Emails changed.
Right.
Recently emails changed again.
Um, you know, we have acustomer that they were running.
(26:12):
Google local service adsand spending hundreds of
thousands of dollars a month.
A lot of money.
Right.
And the best part was theywere converting for X that,
uh, and it, it It blew uptheir business here locally.
(26:35):
Um, and apparently peoplewere creating fake garage
door businesses and uh Usingthat to try to scam people and
so google quickly shut downeverybody in that niche From
being able to run paid ads.
So suddenly There's tensof millions of dollars in
(27:00):
revenue lost, just gone.
They've been shut downfor over a year now.
Um, and just working ongetting it back, even though
everything's validated andverified, it doesn't matter.
It's Google.
Yeah.
What are you going to do?
Right.
Yeah.
Um, So ultimately, coming to us,it's, well, we've got to look
(27:22):
at other, other revenue streamsand other sources for marketing.
Uh, so being able to doprospecting campaigns to
individual homes and making surethat it's targeted, something
that's really powerful,especially when you've lost a
main traffic source like that.
Um, so being able to actuallyget in front of the right people
(27:46):
again, um, It's really powerful.
Um, and so that's, youknow, that's what I'd say.
So has they,
Keaton (27:52):
they've come to you and have they spent
hundreds of thousandsof dollars on postcards?
William (27:56):
They've spent tens of thousands so far.
Okay.
So far, tens of thousands.
Yeah, we've, we've, entirecities have been targeted and,
you know, Sent out postcards.
Yeah.
Keaton (28:09):
Diversification is so important and you don't,
it's, it's the thing you neverthink is going to slap you
upside the head that does.
Yeah.
And so learning how to getinto these industries that are
a little bit harder to track,perhaps like direct mail, but
can still have a very good,ROI and positive impact on
(28:31):
the business and having thatas a backup in case something
like a Google slap hits youor a Facebook slap hits you.
So smart.
Why do you think physicalmarketing matters in 2024?
Like we're about to all beliving in the metaverse, like
wearing our Google vision,Apple vision pros, just
(28:52):
like walking around all day.
Yeah.
I'm not even going to raisethemselves with robots.
Right.
Yeah.
Why do we needpostcards or brownies?
William (29:01):
Uh, because when you're walking around with
those VR headsets on, um,the only thing that's going
to break through that is.
is a physical productin your hands.
Right.
And I think that's whateverybody, you know, we
talk about digital noise.
Um, you know how many AIbots I've been pitched in
(29:23):
the last six months, youknow, it's, it's crazy.
Um, so being able toactually Break through
all of that, right?
Like you think about, uh, evenpeople that are decision makers.
Um, you you have to be ableto get through a receptionist
or Maybe the homeowner.
(29:46):
Um You have to be ableto hit those people.
In a different way.
And ultimately that's,that's how you can do
it with mailbox power.
Um, you know, our, our CEO,Brad always loves to say
if there was a box sitting onyour front doorstep, you're
(30:07):
not going to step over it.
You're going to pick thatup, you're going to open
it up, and you're goingto look at what's in it.
That's just who we are.
And so being able tohave that physical aspect
for marketing, it's waydifferent in comparison.
And again, like I've said, youhave to blend those together.
(30:28):
That's how you reallycreate a brand for yourself.
Keaton (30:31):
Yeah, smart.
William (30:32):
I think the idea behind Mailbox Power is
that in a digital ageright now, everybody's
forgotten about that.
The power of physicalmarketing, right?
Being able to actually putsomething in somebody's hands.
And right noweverything is digital.
You've got 20, 000 emails.
You've got a hundredunread text messages.
(30:55):
I do at least maybe noteverybody, but being able to
actually put that in somebody'shands and break through all
that digital noise is, youknow, what mailbox powers for.
Keaton (31:07):
Very cool.
So what really interests meas I've been in marketing for,
you know, six, seven years nowis results and case studies.
And we all know that they can'tbe replicated perfectly because
they've got this unique setof circumstances that have led
every business up to the point.
(31:27):
But learning individualstories unlocks a lot for me.
So the ones that you've sharedso far have been awesome.
But what other cool.
Wins.
Have you seen recentlyfrom direct mail campaigns
and mailbox power?
William (31:42):
Yeah, no, I, you know, we've got so many, um, but I
would have to say one of my mostrecent that I think is fantastic
is I've actually got to, soFriday I was working with,
uh, one of our customersand real estate agents, um,
(32:08):
you know, he's Been in the realestate game for 10 plus years.
And one of the thingsthat he wanted to try
to start doing was.
getting expired listings.
Um, and so basically he hadtried everything and I said,
okay, let's, let's try this.
(32:29):
I want you to do apostcard campaign
sending out to expireds.
We're going to scrapesome expired data.
We'll automaticallypull it into the system,
trigger campaign for you.
You don't even haveto do anything.
Right.
It's just fully automated.
Um, with that, I want youto call those homeowners and
(32:53):
say, Hey, I recently just sentyou a couple of postcards.
I don't know if you saw that.
Right.
Luckily, you've got the QRcode scan, so you can actually
see, you can see when theyactually are scanning your
marketing and looking at thelanding pages, um, converted
six listings just in the lastcouple of months from that.
(33:14):
And she's like, I knowwhat I'm doing now.
Right.
Uh, so again, being ableto blend that digital
and the physical ishow you pull that out.
Another one that Ireally, really love.
This is more of a high ticket.
Um, but basically thisis the second largest
property management firmin the United States.
(33:37):
Um, didn't even knowthat we had them.
She randomly told me she's,oh, by the way, um, Basically
they had done a marketingcampaign where they sent
out our cookies, right?
So we have these sugar cookieswhere you can print anything
(34:00):
you want on them, right?
I think at high level,we brought cookies where
it was, uh, Chris to makesure his face on them.
Okay.
Nice.
And, uh, you know, peoplelove them, but anyways, they,
they basically took theirlogos for each state or city.
It might've been, um, andthey, they put those designs.
(34:25):
Um, So you've got a nice whitesugar cookie with a logo over
the top of that, and theysent those two packs of sugar
cookies and a note card, uh,to these individual homeowners
that have secondary properties.
And, uh, The woman saidwithin her first send of 50
(34:46):
cookies, she converted threecustomers and added over 70,
000 annually in commissions.
Keaton (34:53):
Wow.
William (34:54):
Just from sending out 2, 000 worth of sugar cookies.
Yeah.
Right.
And so, you know, the P shesaid, the people literally
called me and said, I havenever experienced anything
like that in my life.
What an amazing pitch.
Yeah.
What do you got?
Right.
And you know, there's so manydifferent use cases like that
(35:16):
where lumpy mail, people arejust extremely surprised.
I, I heard a, an amazingexample from Alex Shlinsky.
Um, when I went and spoke outat his event, he told me his
story where basically, um,they were targeting law firms
(35:36):
and they had a great product,but they had no way to break.
And get past thedoorkeeper, right?
The, the receptionist wasalways just, uh, nope, hang up.
And so they thought up thisreally unique strategy.
Uh, I think it's genius.
Basically they would senda manila envelope folder
(35:58):
that says do not open.
Right.
And so it has to godirectly to the lawyer.
Lawyers open it up,boom, there's the pitch.
They said half the phonecalls, they said, you ever
send me something again,I'm going to sue you.
And the other halfwhere this was the most
phenomenal marketingmethods I've ever seen.
(36:20):
You know, what doyou got for me?
Right.
Yeah.
So they converted tons ofcustomers doing a unique
case study like that.
So I think that, you know,you have to think about.
What works for your industry,but there's so many different
options out there that you cango with, uh, and, and break
through that digital noise.
Keaton (36:40):
Very cool.
Um, I was listening toa podcast this morning
about, uh, the founder ofBasecamp, if you know them,
project management software,they've been around forever.
And he said he was on, he'son like the board for his HOA.
He was like, kept trying touse this software for the
(37:02):
parking app for his HOA.
And it was just like broken.
So unintuitive.
The design was terrible,all this stuff.
And then he goes to the HOAmeeting and they're charging 10,
000 a year to the HOA for this.
software that doesnothing, like barely works.
And he said, it made me so mad.
(37:23):
And like, this is why I'min business to like create
better products, to not chargeso much for them, et cetera.
And when I think aboutmailbox power, um, and being
able to white label it.
Like there's so many beginnersout there that are so worried
about not getting results, notbeing the best or whatever.
I'm like, have you seen thestuff that some of these
(37:45):
people are trying to show?
That's absolutely terrible.
They're overcharging for it.
Uh, it's not customized.
I'm going to post, you know,some terrible templates on
your Facebook profile andcharge you 2, 000 for it.
Like the kind of stuff thatpeople are spending marketing
money on that literallyjust flushing money down the
(38:06):
toilet doesn't help at all.
Uh, if you can just divert alittle bit of that into your
white label of, of mailboxpower or, Hey, let's spend a
couple thousand on some cookiesand some, some direct mail
data and send some postcards.
The longterm impact ofthat sticking in somebody's
(38:27):
memory, but also combiningthat with everything
you're doing digitally.
I just think it's a, it'sa noble, positive thing.
Um, That actually worksin a world where tons of
people are selling stuffthat doesn't matter.
It doesn't work.
William (38:42):
Absolutely.
And not only that, but youknow, you've got, I think a
lot of us, if you want to doone thing, go look at what your
revenue source would be at.
If you didn't haveclients cancel.
I know it's not a sexy thing totalk about, but honestly, like
(39:06):
if your entire year Let's sayyou only had 2 percent churn
instead of 15 or 20 or more or
Keaton (39:14):
90.
William (39:16):
Yeah.
Right.
I mean, it's, there's alot of people, especially
with SAS, right?
Like I love go high level, butit is a very complex system.
And if you do not have a goodenough onboarding process or
whatever that might be, I mean,you're, you're going to have
plenty of people fall off.
(39:37):
You know, our, our productis so simple to use that I
think that you don't have thatsame type of churn or that
same type of issues and thenyou add in sending them gifts
and people have a whole newexperience, you know, they're,
they're more likely to justcall you up and say, Hey,
(39:59):
Here's what I'm trying to do.
How do I get help with this?
Right.
You build that personal
Keaton (40:07):
onboarding, like quote unquote, doing the
stuff that doesn't scale.
Like that's the famousY Combinator quote.
That's what Airbnb didat the very beginning.
They flew out to their firstlistings and took all these
professional pictures sothat it looked more legit.
And it was an actual business orappeared to be so at the time.
And, um, when I was runningmy agency, we would do
(40:27):
a welcome gift towardsthe end of before I sold.
Um, and we would justlike go online, we'd order
crumble cookies and we'dlike ship them there before
I knew about mailbox power.
But you think about automatingthat process and being
able to send some brownies,some cookies, some like,
Hey, you guys are awesome.
(40:49):
Let's send a message with it.
Um, And a postcard or agift receipt or a gift
card, gift card, greetingcard, whatever it is.
Yeah.
Greeting card.
That's the word I'm looking for.
That's probably going togo up on their fridge or
on their Christmas tree.
One time an orthodonticpractice sent us the, the
Christmas card we sent themwhen it was on their fridge.
(41:11):
And those little, like, Lovetaps throughout the year, um,
make such a big differenceand the fact that it can
all be automated, uh, Idon't think is a bad thing.
Uh, it's actually shows thatyou do care and you want that
to keep happening to them.
And so you set it uponce and mailbox power
(41:32):
and high level take careof that on the backend.
William (41:34):
Yeah.
Very cool.
Being able to create, um, anagency business like that just
makes things so simple, right?
Um, being able to create thoseautomations just like you
would with a snapshot, right?
You can, you can do thesame thing in our system,
uh, where you can literallyjust load custom designs
(41:57):
into your clients accounts.
So suddenly you're creatinga full design and automation
of postcards with.
Whatever else in that youwant, and you're able to
just duplicate that processdown the line, sign up as
many customers as you want.
(42:18):
You've got a low churn, you'vegot a high retention rate.
Customers are happy.
You've got greatmarketing campaigns.
You can also work withhigh end customers, right?
Cause.
people that are making 70,000 in GCI off of 50 cookies.
Those people havemoney to spend, right?
(42:40):
So now you're able to targeta better type of client, which
when they have money to spend,well, they're probably going
to stay with you longer too.
Right.
Um, and.
When you take care of them,they're more likely to stay.
So there's a lot ofpositives there for this
type of business, right?
I see so many people thatthey've got a low ticket,
(43:03):
97 a month, DIY, justMassive heavy churn, right?
And a SAS product like thisis something where it's a
completely different play
Keaton (43:16):
Yeah, so cool.
You almost make itsound like a no brainer
William (43:20):
kind of is I would do it if I could
Keaton (43:23):
um So where can people sign up for the white
label plan on mailbox power?
William (43:28):
Yeah, so they can go to go dot mailbox power
I'm sure we'llhave a link to it.
You heard it
Keaton (43:39):
here first, Bucks.
Yeah, it'll definitelybe in the description.
Uh, this was awesome.
If you guys are going to thehigh level event, make sure to
stop by the Mailbox Power booth.
We will be there.
The whole team will be there.
Not the whole team, but a lotof the team will be there and
um, check out the video we didon the main channel as well,
because you can actually seeinto the warehouse, see how they
(44:00):
make everything, how the sausagegets made here at Mailbox Power.
So thanks Will.
William (44:05):
Yeah, thank you.
We really stand alone in the industry because
we truly are a unicorn.
The woman said she convertedthree customers and added over
70, 000 annually in commissionsjust from sending out 2,
000 worth of sugar cookies.
It really does stress theimportance of what birthday
marketing just by itself.
(00:20):
If there was a box sittingon your face, You're not
going to step over it.
You're going to open it up.
Being able to actually putthat in somebody's hands
and break through all thatdigital noise is, you know,
what mailbox powers for
Keaton (00:32):
William.
Thanks for being here, man.
William (00:34):
Yeah.
Thank you for being here.
Keaton (00:37):
This is great.
It's so cool to bein the headquarters.
Yeah, and So cool to see theoperation you guys have built.
I didn't realize how recentMailbox power kind of
came to power so to speak.
William (00:50):
Yeah
Keaton (00:51):
in in its current model.
Absolutely Tell us a littlebit about the transition
to the recurring, you know,Unlimited Postcards model
that you guys came up with,what, three ish years ago now?
William (01:06):
Uh, actually, well, eight years.
Keaton (01:08):
Okay.
William (01:08):
Yeah, so, um, I, well, Rebranding was done across a
couple of different companies.
So originally, uh, the companywas called banners or sorry,
originally rocket notes.
Then it went to bannerseason and the banner season
was where it was an MLM.
Okay.
Right.
Uh, and then they rebrandedto mailbox power to then,
(01:32):
uh, make it a monthlyrecurring revenue model.
So, um, I believe that it'sbeen, Mailbox power for
five, six years officially.
Um, and so, yeah, it's,it's a great product.
And you know, when you lookaround in the industry right
(01:52):
now, um, especially at ourdifferent competitors, there's.
Mainly going to be people thatare, you know, either doing bulk
sends where you've got a, you'vegot to send a minimum quantity
of a couple thousand, uh, tobe able to even do something.
Or, uh, you know, you'repaying, you know, Plus you're
(02:15):
paying for the postcards.
Um, you know, for example,there's gifting companies
and those gifting companiescharge a monthly recurring
fee, 97 bucks a month.
Plus, uh, just for gifting,just for gifting software.
And so I think, you know, Inthat sense, we really stand
(02:38):
alone in the industry becausewe truly are a unicorn.
Uh, you don't have a directmail and a gifting company
all in one anywhere else.
And that's what, that'swhat the team has created.
Keaton (02:54):
Uh, and where did the idea initially come from for.
William (03:01):
So, uh, don't quote me on this, but, uh, I believe that
Justin and Jerry, uh, they arethe developers that built it.
And, uh, there was a coupleother people involved also,
but, um, basically they workedfor a couple other companies.
Software companies here inthe Salt Lake City Valley.
(03:24):
And, um, they were the onesthat kind of created the,
the automated processes, thebackend software that actually
automated you ordering somethingonline and it turning it into.
A printed process throughthe machines in the facility.
(03:46):
So yeah, that's, that'ssomething that they created and
they crafted their own software,which I don't know if anybody
else has anything like it.
Um, you know, Jerry lovesto call it his little
minion bots that, uh, runprograms in the background.
So when you place your orders,uh, basically it runs a program.
(04:10):
On our servers and thenthe following business
morning, everything's printedautomatically in our facility.
Our team members walk up,grab the stuff and it's done.
Keaton (04:22):
Got it.
So the big idea washow do we automate.
Basically printing the addressesand the custom, whatever it
is and get that shipped off.
William (04:33):
Yeah.
Keaton (04:34):
From a software.
William (04:35):
Yep.
Yeah.
No, um, being able to, you know,jumping around here, Justin
actually was just mentioningthis the other day, but, uh,
as a company, we kind of feellike we started at gifting and
then worked our way backwards.
Um, so it's kind ofinteresting in that sense,
(04:55):
but you know, now we have.
All the way from prospectingto client retention and
everything in between, youknow, there's over a hundred
different products to be ableto choose from with mailbox
power and, um, the fact thatevery single item can be fully
personalized, whether it'slaser engraving or UV or, uh,
(05:18):
printing or whatever it is.
Heck, you can put your faceon a cookie, you know, like
that's pretty impressive.
So being able to do thosethings, um, really makes
every item personalized.
And, you know, when youtalk about white labeling.
Um, even our products being sentout are fully white labeled.
(05:40):
They're white labeledto you, the customer.
So it actually looks like youwent to, to the post office or
you shipped it from your house.
It's got yourreturn information.
It's got all ofyour stuff on it.
So
Keaton (05:56):
what's the craziest success story you've
seen at mailbox power?
Whether it be an agencyor a direct customer.
William (06:04):
Man, that's a tough one.
You know, we have onegentleman, single customer, that
I believe he's almost sent25, 000 birthday sequences.
So he's almost celebrated25, 000 birthdays and he's
in the insurance space.
(06:28):
And you know when you'redoing that much volume,
You know, it works, right?
He's not going to keep sending.
Let's do another10, 000 this year.
If it's not working.
Uh, and so it really does stressthe importance of what birthday
marketing just by itself.
That's just one thing, right?
There's so many other thingsthat you can do, but, uh,
(06:50):
celebrating somebody on theirbirthday and sending them a pack
of brownies or a greeting card.
Uh, So that you can staytop of mind, really, when's
the last time you got thatfrom your insurance agent?
Yeah.
It just doesn't happen, right?
And, uh, the, the ownersall love to add onto their
cards this one little phrase,which is Pretty sharp.
(07:11):
Uh, you know, call me, callor text me when you get this.
So I know you received it.
Right.
And so now throughout theyear, you're celebrating
a hundred birthdays.
There's a hundred new phonecalls where you can dive in
and talk to a prospect, workon referrals, work on Client
retention, all sorts of things.
(07:33):
So not only the prospecting,but that to make
Keaton (07:36):
sure it shows up a little before their birthday.
So they don't have tocall you on their actual.
William (07:39):
So the beauty of our automation sequences, it
already does that for you.
Keaton (07:43):
Great.
William (07:44):
Yeah.
You can choose how many daysbefore it's, it's set at seven
days, but it depends on whereyou're at in the country.
Uh, since we're in salt Lakecity, um, we can ship, you know,
anywhere in the country here.
We can even ship outsideof the country, but there's
just obviously addedtime and cost more money.
But, um, anything here insidethe country are like a couple
(08:07):
of states away from us.
You're, you're therein a couple of days.
Keaton (08:10):
Well,
William (08:11):
um, and you know, I think the ultimate goal
of the company is to look atexpansion into Tennessee so
that we can, you know, Basicallyjust have another facility
that, uh, all it does ishouse our top scent products.
So like brownies, postcards,and something else.
(08:31):
That way we're anywherein the country within,
you know, two, three days.
Keaton (08:35):
Yeah.
So you're the kind of liaisonbetween the high level
community and mailbox power.
How did that come about?
What's your backgroundwith high level?
William (08:46):
Um, so I worked in the SAS community for six years now.
Um, before high levelran a marketing agency,
started out as a sales rep,uh, with, with a company.
And from there.
(09:08):
Um, we, we found go highlevel in 2019, kind of the
starting stages, right?
They just launched it.
Um, and so I became coowner of that company.
Um, so me and my businesspartner had basically jumped
headfirst into high level.
And we.
(09:31):
We had been doingadvertising, uh, Facebook,
basically Facebook ads.
And then we would, wewould basically say, okay,
whatever CRM you're using,we'll do an integration
with Zapier and we'll buildout a follow up campaign.
And like the logistics ofit were just a nightmare.
(09:52):
And I had to learn all thesedifferent CRMs and, uh,
Zapier Sales and real estateand like 10 things at once.
I was jumping into the deep end.
Um, so it was really niceto be able to say, okay,
we have our own system now.
Um, and.
(10:12):
It's easily duplicatable, right?
You just clone a sub accountand voila, you've got follow up
sequences automatically going.
And so we rolled it out toour advertising customers.
We had 50 something signupswithin the first week and
right there, we were like,okay, we know, we know
(10:32):
where we're going with this.
Um, so yeah, we ended up,uh, continuing to work in the
community and, uh, built Ouraffiliate company as well.
So, you know, I, I've gotsass for newer and affiliate
air wards and, um, met theseguys and coincidentally we
(10:53):
actually worked with mailboxpower because we were in
the real estate niche.
Um, And so a lot of ourcustomers all use mailbox
power for doing prospectingwith postcards and, you
know, they have an ultimateclosing gift automation here.
That's phenomenal.
Sends a unique gift item every30, days, whichever you choose.
(11:15):
Um, and so basically westarted using mailbox
power and we had over 50customers that were using it.
So we kind of just got toknow these, these guys here.
Um, so it was cool to kindof see their journey as well,
but ultimately we ended upworking on a project together
and, uh, they wanted to bringus on as their executive team.
(11:37):
So
Keaton (11:37):
very cool.
William (11:38):
Yeah.
Keaton (11:39):
And so the agency was in, like you were working
with real estate agents.
Yeah.
And did you transition to kindof being full SAS towards the
end or were you still running?
It was full.
Yeah.
William (11:47):
Yeah, so we were full SaaS mode
straight from the start.
Keaton (11:50):
But you said you were running ads for them
or the advertising ads.
Yeah,
William (11:53):
so we were doing Facebook paid
ads, but also SaaS.
I see.
So it was both, yeah.
And
Keaton (11:59):
how many customers did you have total throughout
the agency SaaS journey?
Hundreds
William (12:05):
and hundreds.
Okay.
Probably over athousand we ran through.
Yeah.
Keaton (12:10):
And the all real estate agents, just like local agents.
William (12:14):
Yep.
Yeah.
Local agents.
We had a great, um, affiliateof our own that we worked with.
Uh, he had a YouTube followingand, um, You know, if I were
to give any advice, that wouldbe my advice to a SAS agency
is if you can find one goodchannel that you can partner
(12:34):
with somebody on, whether it'sa Facebook group or YouTube
channel or whatever it might be.
I mean, we still have peopleto this day that find our
other website and try to go toit, you know, and message us.
It's like domain I haven'teven looked at in two years,
but, but here's a new lead,
Keaton (12:53):
right?
Right.
So did you shut down theSaaS agency or what did
you do when you came here?
William (12:57):
Uh, so we basically put a team in place to
manage the entire thing.
Um, now I'm not focused onit, but my other partner is
managing the whole thing.
So, uh, yeah, he justgets to run that.
I run this.
It's, it's works out great.
Yeah,
Keaton (13:15):
very cool.
And how many customers thatlike you're over a thousand
sub accounts at that?
Agency right now or just uh,
William (13:22):
I don't know what they are.
Okay for that one.
I know over a hundredfor sure Yeah,
Keaton (13:27):
so the thing I was really excited to talk to
you about is the opportunityof white labeling With
unlimited sub accounts,but Mailbox Power, not GHL.
Yeah.
Or, combining both of them, butthe, this idea of like a stand
alone, I'm Mailbox Power witha new brand, and having the,
(13:48):
you know, juggernaut influenceof this entire warehouse and
all of the executive teambehind you, uh, it's really
exciting, and I think it's quitedifferentiated in a world where,
There's, you know, everybodyand their mom is selling a CRM.
There's still plenty ofopportunity out there, but
for an intro offer or for, youknow, even just differentiation,
(14:12):
um, in terms of a coupleextra features that you have,
Milwaukee's power offeringthat is, is pretty insane.
So White Label has beenaround for a little bit, but
you weren't doing unlimitedsub accounts, right?
Correct.
So talk to me aboutthe decision to.
Offer unlimited sub accounts.
Why do that?
Why now?
(14:33):
And, uh, what are youseeing as this happens?
William (14:37):
Yeah, so, you know, ultimately, when you do
something like that, freeunlimited sub accounts, you
know, as a company, you needto obviously worry about
yourself and make sure thatyou're going to make money.
Keaton (14:53):
Yeah.
William (14:54):
Um, And so that, that was our fear, I think, not
fear, but you know, that wasour concern at the start was,
well, we got to make sure thatwe make money because we're
a physical product, right?
It's, I think it's differentwhen it's a digital software
where it's just, Hey, justget another server, you know,
whereas here we have a certain,we have a certain limit.
(15:17):
Yeah.
Um, but as I mentionedearlier, our postcards.
Are that in a way is an easilyduplicatable process, right?
So the fact that our systemsare fully automated for
postcards, it just goesstraight to the machines
and prints it automatically.
It means that wecan handle that.
(15:39):
Right.
And overall, I mean,we're still only at 10
percent for our facility.
Keaton (15:45):
Yeah.
William (15:46):
So we've got plenty of growth we can do.
Um, we can handlewhatever's thrown at us.
Keaton (15:53):
I guess the risk you're talking about is like,
somebody comes through, theyget a thousand sub accounts.
Every single one of those isusing them to their capacity.
Granted, they still have topay for postage, but like.
your cost of the ink andthe paper adds up too much
to where you're like, okay,this account is unprofitable.
(16:15):
Yeah.
William (16:15):
Yeah.
And you know, there, there'sa lot to go into there, but,
but yeah, essentially, uh,we just wanted to make sure
there was something there.
So I think that this model,uh, is a benefit for both,
both sides of the coin.
And I actually reallylike how we rolled it out.
So, um, it allows you tooffer postcard marketing to.
(16:39):
Every single one ofyour customers, right?
Like, even if you wanted to justcreate an account and then give
every one of your customers,your existing customers an
account, you could, right?
And from there to me,I mean, this is a great
bundle opportunity.
It's a great upsell opportunity.
(16:59):
It's a great intro opportunity.
Uh, the fact youcan go under that.
97 mapped pricing andhave a good intro.
I think it's, it's a greatopportunity in a lot of ways.
Keaton (17:14):
Yeah.
Uh, so I want to talk aboutstrategy behind direct mail,
specifically in prospecting.
We talked before and mailboxpower kind of has two sides.
You can prospect with it or youcan gift and focus on retention.
And you guys arefocusing more on.
How can we become a betterprospecting engine from
what I understand, right?
William (17:32):
Yeah.
Keaton (17:33):
Yeah, we are.
So when I was running my agency,I did a direct mail campaign.
I can't remember exactly howmany, but thousands of, of
direct mail pieces that we sent.
And they were lumpymail, as they call it.
So it was like, uh, a moneygun, if you know those things.
Okay.
In this like, shiny,red, like, foam.
(17:54):
fluorescent almost packaging.
Um, and then there was avideo box inside of it.
So like you open the boxand it plays a video.
And it's a very, youknow, creative piece.
And we spent, I want to say like12 grand to send these out, you
know, thousands of orthodontiststhat we ended up sending it to.
(18:15):
And we closed one client.
And, uh, they churnedin like two months.
Dang.
So, it was a flop.
Uh, I'm, I'm glad I hadthe experience, you know.
Yeah.
But, it kind of turnedme off to direct mail.
But I was talking to youlast week and, and Ian,
the VP of Marketing here.
And you guys recommenda different approach.
(18:37):
I'd love to hearyou talk about that.
So that the agencies listeningcan say, Oh, okay, maybe
this is a, a good way I couldtarget outside of the Facebook
ads I'm running or the coldemail I'm running or whatever.
How would you approachdirect mail for an agency?
William (18:52):
One of the unique things that, uh, I recently
did actually was we're, we'redoing a lot of testing right
now with our own customers.
So I've been basicallydoing, I've been on the
front lines and rebuildingthe onboarding processes.
Um, and so I've been basicallydoing sales and then doing
(19:18):
onboarding so that I can look atthe churn of my own customers.
If I'm taking care ofthe whole process, right?
The whole buyer's journey.
And.
I was lucky enough to beable to onboard and sign
up, um, a dental company.
Um, and they'rethere in New York.
Um, the guy's pretty big.
(19:38):
He's got over athousand reviews.
Um, a lot of, a lot ofcustomers, but you know, I
was really excited becauseI hadn't done too many
dental campaigns myself.
Um, and so I jumped in andwe built out a great card.
Um, you know, we showeddifferent examples of like
(19:59):
the, the people's teeth thathe's fixed and, uh, kind of
before and after type stuff.
And then we also showed, youknow, the different types
of, uh, health programs, uh,health plans that are accepted.
And so, uh, we uploaded hislists and sent out those
postcards and I got a phonecall from him saying, dude,
(20:23):
I converted over 40, 000.
Keaton (20:25):
Wow.
William (20:26):
Spent four, 4, 000 on postcards
converted over 40, 000.
So awesome send.
Um, and he was like, youknow, Hey, is this good?
And I'm like, well, yeah, that'sI'd say that's pretty good.
Right.
A 10 X ROI.
Yeah, sure.
Let's yeah.
(20:46):
So he's like, all right,well, let's do round two.
So we're waiting to hearback how round two does.
Uh, now he's doing the wholething in Spanish and seeing
how that So, um, anyways, yeah,I, I think as an agency, you,
you have a unique perspective.
(21:07):
The reason why I mentionedthat is because in a way I,
I actually presented thatjust like an agency, right?
I was able to actually sign upa customer and then I was able
to help them run a campaign.
Keaton (21:21):
Yeah.
William (21:22):
So it's not like, it's not like you only have to
run a campaign for yourself.
So.
But you can also run campaignsfor your customers as
well through the software.
So if you want to do a donefor you and sell it at a
higher price point, Hey, do itbundle that in with a follow up
(21:43):
campaign and funnels or whateverelse you want to, but you can,
you can do both those things.
So now, as far as an actualagency owner running a campaign
for yourself, Um, You know, I,I would definitely use our list
builder to be able to filterand create a targeted list
(22:04):
unless you already have one.
Some people have great liststoo, and you can upload those
for free into our system.
So nothing wrong with that.
Um, as long as you have.
Great data.
That's like the wholekey, in my opinion, to a
good direct mail campaign.
If you've got crappy data,you're, you're not going to
(22:25):
get in front of the rightpeople and there's going to be
a lot of wasted sense there.
Um, so that's first andforemost, second, being able
to actually have good marketingwith, you know, what is your
call to action on that postcard?
What is the unique offer?
I've seen so many people that.
(22:46):
Because our system isDIY, they'll go out and
they'll build a postcard.
And it's like,hi, I'm a Realtor.
That's it.
And that's it.
Yeah.
That's it.
Just hi, I'm your local Realtor.
And it's like, okay,was your goal branding?
(23:07):
Cause if that's the case,then you did a great job.
Yeah.
Uh, but is the actual purposeto try to generate customers?
Because we're doingit wrong here.
Right.
So I think just.
Being able to guide people inthat sense, uh, can be really
Keaton (23:24):
important.
And as far as number of sendsand kind of testing budgets
and things like that, doyou recommend going smaller
and sending more or goingmuch wider and only sending
maybe one or two campaigns?
William (23:39):
Yeah, no, great question.
So that's another thing thatwe see a lot of is that people
will buy a list of 5, 000 peopleand they'll go out and they'll.
Blast all 5, 000one time, right?
And that's not the way to do it.
Um, you know, there's actualstudies and stats out there
(24:02):
that you can look up and find,but, um, basically you, you have
to send multiple cents, right?
So I would, I wouldmuch rather send
to 500 people fivetimes than a thousand.
You know, 5, 000 people wants,uh, because you're, you're going
to get in front of them more.
(24:23):
It's about consistencyin your branding.
Um, staying top ofmind frequently.
And when you add the physicalaspect of marketing in
with the digital, that's,that's where you really
start to build this brand.
And you know, when somebodyseeing you on a postcard
(24:44):
that they get at home.
When they see you in a Facebookad, when they are getting emails
from you once every three days,even suddenly your brand to
that person starts to become.
known, right?
That is exact.
Somebody says, Hey, who, whodo you know as a realtor?
(25:06):
Well, this guy's in front ofme every three days, right?
That's what you want.
And, you know, directmail marketing really has
that physical touch to it.
Keaton (25:16):
Do you have any stories of Direct mail,
like saving a business fromgoing out of business or.
William (25:25):
Yeah.
Well, you know, our,our industry is changing
a lot right now andit's been slow, but it's
definitely apparent.
You know, and you've gotZuckerberg shutting us
down and changing ads.
(25:46):
You've got A2P regulations,making everything
extremely strict, um, gonetext messaging, right?
In a way, unless you'vegot secure opt ins, now
you're getting fined.
Um, Emails changed.
Right.
Recently emails changed again.
Um, you know, we have acustomer that they were running.
(26:12):
Google local service adsand spending hundreds of
thousands of dollars a month.
A lot of money.
Right.
And the best part was theywere converting for X that,
uh, and it, it It blew uptheir business here locally.
(26:35):
Um, and apparently peoplewere creating fake garage
door businesses and uh Usingthat to try to scam people and
so google quickly shut downeverybody in that niche From
being able to run paid ads.
So suddenly There's tensof millions of dollars in
(27:00):
revenue lost, just gone.
They've been shut downfor over a year now.
Um, and just working ongetting it back, even though
everything's validated andverified, it doesn't matter.
It's Google.
Yeah.
What are you going to do?
Right.
Yeah.
Um, So ultimately, coming to us,it's, well, we've got to look
(27:22):
at other, other revenue streamsand other sources for marketing.
Uh, so being able to doprospecting campaigns to
individual homes and making surethat it's targeted, something
that's really powerful,especially when you've lost a
main traffic source like that.
Um, so being able to actuallyget in front of the right people
(27:46):
again, um, It's really powerful.
Um, and so that's, youknow, that's what I'd say.
So has they,
Keaton (27:52):
they've come to you and have they spent
hundreds of thousandsof dollars on postcards?
William (27:56):
They've spent tens of thousands so far.
Okay.
So far, tens of thousands.
Yeah, we've, we've, entirecities have been targeted and,
you know, Sent out postcards.
Yeah.
Keaton (28:09):
Diversification is so important and you don't,
it's, it's the thing you neverthink is going to slap you
upside the head that does.
Yeah.
And so learning how to getinto these industries that are
a little bit harder to track,perhaps like direct mail, but
can still have a very good,ROI and positive impact on
(28:31):
the business and having thatas a backup in case something
like a Google slap hits youor a Facebook slap hits you.
So smart.
Why do you think physicalmarketing matters in 2024?
Like we're about to all beliving in the metaverse, like
wearing our Google vision,Apple vision pros, just
(28:52):
like walking around all day.
Yeah.
I'm not even going to raisethemselves with robots.
Right.
Yeah.
Why do we needpostcards or brownies?
William (29:01):
Uh, because when you're walking around with
those VR headsets on, um,the only thing that's going
to break through that is.
is a physical productin your hands.
Right.
And I think that's whateverybody, you know, we
talk about digital noise.
Um, you know how many AIbots I've been pitched in
(29:23):
the last six months, youknow, it's, it's crazy.
Um, so being able toactually Break through
all of that, right?
Like you think about, uh, evenpeople that are decision makers.
Um, you you have to be ableto get through a receptionist
or Maybe the homeowner.
(29:46):
Um You have to be ableto hit those people.
In a different way.
And ultimately that's,that's how you can do
it with mailbox power.
Um, you know, our, our CEO,Brad always loves to say
if there was a box sitting onyour front doorstep, you're
(30:07):
not going to step over it.
You're going to pick thatup, you're going to open
it up, and you're goingto look at what's in it.
That's just who we are.
And so being able tohave that physical aspect
for marketing, it's waydifferent in comparison.
And again, like I've said, youhave to blend those together.
(30:28):
That's how you reallycreate a brand for yourself.
Keaton (30:31):
Yeah, smart.
William (30:32):
I think the idea behind Mailbox Power is
that in a digital ageright now, everybody's
forgotten about that.
The power of physicalmarketing, right?
Being able to actually putsomething in somebody's hands.
And right noweverything is digital.
You've got 20, 000 emails.
You've got a hundredunread text messages.
(30:55):
I do at least maybe noteverybody, but being able to
actually put that in somebody'shands and break through all
that digital noise is, youknow, what mailbox powers for.
Keaton (31:07):
Very cool.
So what really interests meas I've been in marketing for,
you know, six, seven years nowis results and case studies.
And we all know that they can'tbe replicated perfectly because
they've got this unique setof circumstances that have led
every business up to the point.
(31:27):
But learning individualstories unlocks a lot for me.
So the ones that you've sharedso far have been awesome.
But what other cool.
Wins.
Have you seen recentlyfrom direct mail campaigns
and mailbox power?
William (31:42):
Yeah, no, I, you know, we've got so many, um, but I
would have to say one of my mostrecent that I think is fantastic
is I've actually got to, soFriday I was working with,
uh, one of our customersand real estate agents, um,
(32:08):
you know, he's Been in the realestate game for 10 plus years.
And one of the thingsthat he wanted to try
to start doing was.
getting expired listings.
Um, and so basically he hadtried everything and I said,
okay, let's, let's try this.
(32:29):
I want you to do apostcard campaign
sending out to expireds.
We're going to scrapesome expired data.
We'll automaticallypull it into the system,
trigger campaign for you.
You don't even haveto do anything.
Right.
It's just fully automated.
Um, with that, I want youto call those homeowners and
(32:53):
say, Hey, I recently just sentyou a couple of postcards.
I don't know if you saw that.
Right.
Luckily, you've got the QRcode scan, so you can actually
see, you can see when theyactually are scanning your
marketing and looking at thelanding pages, um, converted
six listings just in the lastcouple of months from that.
(33:14):
And she's like, I knowwhat I'm doing now.
Right.
Uh, so again, being ableto blend that digital
and the physical ishow you pull that out.
Another one that Ireally, really love.
This is more of a high ticket.
Um, but basically thisis the second largest
property management firmin the United States.
(33:37):
Um, didn't even knowthat we had them.
She randomly told me she's,oh, by the way, um, Basically
they had done a marketingcampaign where they sent
out our cookies, right?
So we have these sugar cookieswhere you can print anything
(34:00):
you want on them, right?
I think at high level,we brought cookies where
it was, uh, Chris to makesure his face on them.
Okay.
Nice.
And, uh, you know, peoplelove them, but anyways, they,
they basically took theirlogos for each state or city.
It might've been, um, andthey, they put those designs.
(34:25):
Um, So you've got a nice whitesugar cookie with a logo over
the top of that, and theysent those two packs of sugar
cookies and a note card, uh,to these individual homeowners
that have secondary properties.
And, uh, The woman saidwithin her first send of 50
(34:46):
cookies, she converted threecustomers and added over 70,
000 annually in commissions.
Keaton (34:53):
Wow.
William (34:54):
Just from sending out 2, 000 worth of sugar cookies.
Yeah.
Right.
And so, you know, the P shesaid, the people literally
called me and said, I havenever experienced anything
like that in my life.
What an amazing pitch.
Yeah.
What do you got?
Right.
And you know, there's so manydifferent use cases like that
(35:16):
where lumpy mail, people arejust extremely surprised.
I, I heard a, an amazingexample from Alex Shlinsky.
Um, when I went and spoke outat his event, he told me his
story where basically, um,they were targeting law firms
(35:36):
and they had a great product,but they had no way to break.
And get past thedoorkeeper, right?
The, the receptionist wasalways just, uh, nope, hang up.
And so they thought up thisreally unique strategy.
Uh, I think it's genius.
Basically they would senda manila envelope folder
(35:58):
that says do not open.
Right.
And so it has to godirectly to the lawyer.
Lawyers open it up,boom, there's the pitch.
They said half the phonecalls, they said, you ever
send me something again,I'm going to sue you.
And the other halfwhere this was the most
phenomenal marketingmethods I've ever seen.
(36:20):
You know, what doyou got for me?
Right.
Yeah.
So they converted tons ofcustomers doing a unique
case study like that.
So I think that, you know,you have to think about.
What works for your industry,but there's so many different
options out there that you cango with, uh, and, and break
through that digital noise.
Keaton (36:40):
Very cool.
Um, I was listening toa podcast this morning
about, uh, the founder ofBasecamp, if you know them,
project management software,they've been around forever.
And he said he was on, he'son like the board for his HOA.
He was like, kept trying touse this software for the
(37:02):
parking app for his HOA.
And it was just like broken.
So unintuitive.
The design was terrible,all this stuff.
And then he goes to the HOAmeeting and they're charging 10,
000 a year to the HOA for this.
software that doesnothing, like barely works.
And he said, it made me so mad.
(37:23):
And like, this is why I'min business to like create
better products, to not chargeso much for them, et cetera.
And when I think aboutmailbox power, um, and being
able to white label it.
Like there's so many beginnersout there that are so worried
about not getting results, notbeing the best or whatever.
I'm like, have you seen thestuff that some of these
(37:45):
people are trying to show?
That's absolutely terrible.
They're overcharging for it.
Uh, it's not customized.
I'm going to post, you know,some terrible templates on
your Facebook profile andcharge you 2, 000 for it.
Like the kind of stuff thatpeople are spending marketing
money on that literallyjust flushing money down the
(38:06):
toilet doesn't help at all.
Uh, if you can just divert alittle bit of that into your
white label of, of mailboxpower or, Hey, let's spend a
couple thousand on some cookiesand some, some direct mail
data and send some postcards.
The longterm impact ofthat sticking in somebody's
(38:27):
memory, but also combiningthat with everything
you're doing digitally.
I just think it's a, it'sa noble, positive thing.
Um, That actually worksin a world where tons of
people are selling stuffthat doesn't matter.
It doesn't work.
William (38:42):
Absolutely.
And not only that, but youknow, you've got, I think a
lot of us, if you want to doone thing, go look at what your
revenue source would be at.
If you didn't haveclients cancel.
I know it's not a sexy thing totalk about, but honestly, like
(39:06):
if your entire year Let's sayyou only had 2 percent churn
instead of 15 or 20 or more or
Keaton (39:14):
90.
William (39:16):
Yeah.
Right.
I mean, it's, there's alot of people, especially
with SAS, right?
Like I love go high level, butit is a very complex system.
And if you do not have a goodenough onboarding process or
whatever that might be, I mean,you're, you're going to have
plenty of people fall off.
(39:37):
You know, our, our productis so simple to use that I
think that you don't have thatsame type of churn or that
same type of issues and thenyou add in sending them gifts
and people have a whole newexperience, you know, they're,
they're more likely to justcall you up and say, Hey,
(39:59):
Here's what I'm trying to do.
How do I get help with this?
Right.
You build that personal
Keaton (40:07):
onboarding, like quote unquote, doing the
stuff that doesn't scale.
Like that's the famousY Combinator quote.
That's what Airbnb didat the very beginning.
They flew out to their firstlistings and took all these
professional pictures sothat it looked more legit.
And it was an actual business orappeared to be so at the time.
And, um, when I was runningmy agency, we would do
(40:27):
a welcome gift towardsthe end of before I sold.
Um, and we would justlike go online, we'd order
crumble cookies and we'dlike ship them there before
I knew about mailbox power.
But you think about automatingthat process and being
able to send some brownies,some cookies, some like,
Hey, you guys are awesome.
(40:49):
Let's send a message with it.
Um, And a postcard or agift receipt or a gift
card, gift card, greetingcard, whatever it is.
Yeah.
Greeting card.
That's the word I'm looking for.
That's probably going togo up on their fridge or
on their Christmas tree.
One time an orthodonticpractice sent us the, the
Christmas card we sent themwhen it was on their fridge.
(41:11):
And those little, like, Lovetaps throughout the year, um,
make such a big differenceand the fact that it can
all be automated, uh, Idon't think is a bad thing.
Uh, it's actually shows thatyou do care and you want that
to keep happening to them.
And so you set it uponce and mailbox power
(41:32):
and high level take careof that on the backend.
William (41:34):
Yeah.
Very cool.
Being able to create, um, anagency business like that just
makes things so simple, right?
Um, being able to create thoseautomations just like you
would with a snapshot, right?
You can, you can do thesame thing in our system,
uh, where you can literallyjust load custom designs
(41:57):
into your clients accounts.
So suddenly you're creatinga full design and automation
of postcards with.
Whatever else in that youwant, and you're able to
just duplicate that processdown the line, sign up as
many customers as you want.
(42:18):
You've got a low churn, you'vegot a high retention rate.
Customers are happy.
You've got greatmarketing campaigns.
You can also work withhigh end customers, right?
Cause.
people that are making 70,000 in GCI off of 50 cookies.
Those people havemoney to spend, right?
(42:40):
So now you're able to targeta better type of client, which
when they have money to spend,well, they're probably going
to stay with you longer too.
Right.
Um, and.
When you take care of them,they're more likely to stay.
So there's a lot ofpositives there for this
type of business, right?
I see so many people thatthey've got a low ticket,
(43:03):
97 a month, DIY, justMassive heavy churn, right?
And a SAS product like thisis something where it's a
completely different play
Keaton (43:16):
Yeah, so cool.
You almost make itsound like a no brainer
William (43:20):
kind of is I would do it if I could
Keaton (43:23):
um So where can people sign up for the white
label plan on mailbox power?
William (43:28):
Yeah, so they can go to go dot mailbox power
I'm sure we'llhave a link to it.
You heard it
Keaton (43:39):
here first, Bucks.
Yeah, it'll definitelybe in the description.
Uh, this was awesome.
If you guys are going to thehigh level event, make sure to
stop by the Mailbox Power booth.
We will be there.
The whole team will be there.
Not the whole team, but a lotof the team will be there and
um, check out the video we didon the main channel as well,
because you can actually seeinto the warehouse, see how they
(44:00):
make everything, how the sausagegets made here at Mailbox Power.
So thanks Will.
William (44:05):
Yeah, thank you.
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