From ‘Eureka!’ Moment to Reality How a Student Realized His Dream of Creating a Better Fence In 2016, Texas construction worker, welder, and engineer supervisor Khalid Abdus-Samad had a problem. His neighbor’s dog wouldn’t stop trying to get through his back yard fence. The animal was desperate to reach Khalid’s new puppy, which really put him on edge. “I was trying to find a way to keep animals out when I had an epiphany about how to design a better fence that would last a lifetime and still give the owner the ability to change its color, style, and anything else they wanted,” Khalid says. That eureka moment was the birth of Woodmans ECO Fence, a new type of privacy fencing. The modular fence/gate Khalid designed has a frame that can be easily unlatched, letting the owner replace old or damaged boards or give the fence a new look. It’s a cheaper, more eco-friendly model that uses fewer materials and less labor than traditional fencing.
IN A DIGITALLY FOCUSED WORLD In an ever-growing digital landscape, one disruptor in advertising and marketing stands out: direct mail. That’s right — classic print and paper mailers shipped directly to your customers’ doors are pushing beyond the noise to give consumers an outlet they actually pay attention to. It may be brash to endorse direct mail marketing on a newsletter that we directly mail to you, but the fact that you are reading this article should be proof enough: Direct mail works, and you need to try it. If you’re still not convinced, allow us to explain why this is a secret we just have to share. In a world where most of us work and attend meetings, classes, family gatherings, church meetings, and other get-togethers through our screens, don’t you want to be the voice that stands out and appears in their mailbox instead? We have screen fatigue, and people likely aren’t paying too much attention to the advertisements they have been seeing for months. In business, you have to change and develop new marketing tools. Experimenting with direct mail or special offers may cost you some money, but the returns could be well worth the investment and time spent in developing the route. As an entrepreneur, though, the only risks you can take are calculated ones. You have to be sure there will be some reward, no matter how small. Direct mail marketing is nothing new, yet it has been proven to work time and time again. Why? When you boil it down, direct mail marketing works because it’s based on an idea that has always stood the test of time in business: the power of relationships. In order to reel consumers into your brand, you need to reach them in diverse ways. Enter direct mail marketing. It disrupts the noise from your digital platforms while connecting with people in a real, personal way. Today’s consumer takes months before making a purchase. When your voice has been consistent, loud, and diverse, you’re more likely to stand out. And today’s target millennial audience is also looking at print and direct mail before making a purchase. In fact, more millennials learn of products through direct mail, even in a digitally focused world. The digital world is still very influential. We may be tired of staring at our screens, yet we find ourselves pulled to social media, streaming services, and blogs even after we log off work. Businesses need to have a diverse online presence, whether that’s on social media, a blog, or your website, but you don’t have to adhere to one platform over the other. In fact, it’s best if you use direct mail to disrupt your online campaigns and use your online campaigns to disrupt your paper marketing. Relationship marketing that directly targets the consumer works every time. Direct mail has always disrupted the flow of standard marketing, and if you’re focusing your efforts solely on the digital platform because of the pandemic, then you’re making a big mistake. Direct mail is one of the easiest ways to connect with consumers and stand out while doing it. THE POWER OF DIRECT MAIL
“I came up with the idea about 3 1/2 years ago, but it took time to develop and work out the kinks,” Khalid says.
In 2018, I met Khalid at a conference hosted by “Shark Tank” investor Daymond John. The two of us quickly started working together, and Khalid took my Build a Business and Basic Business Fundamentals courses to help him get Woodmans ECO Fence off the ground. Since taking those courses, he’s found a financial backer and a manufacturer. Now he’s just waiting for COVID-19 restrictions to lift so he can fly to meet the manufacturer in person. “I implement [the lessons from those courses] to this day,” Khalid says. “I like Brandon because he’s very forthcoming. He gives you the truth. You may have a fantasy in your mind, but he really does give you the truth about what you can expect from your business, and that’s important. As I realized that, I learned how much of a dreamer I was at the beginning — we’re all dreamers until reality hits! Now I can see the growth. There’s a real difference between when I met Brandon and now in my level of maturity when it comes to business.”
It has been a pleasure working with Khalid over these last two years, and I can’t wait to see Woodmans ECO Fence hit the market!
Want to learn how we produce our direct mail campaign? Just ask!
2 | BRANDONCWHITE.COM
Made with FlippingBook Ebook Creator