MarketingDoc

The more you know, the more you'll grow…

This content shows Simple View


7 Ways to Move Your Consumers to Purchase More

The purpose of copywriting is to encourage people to take action.

The more you address the specific human elements that motivate consumers, the greater your chances are to move them to action… to prod them to buy.BlueContent

So, what moves people?

  1. People can’t resist a bargain — they want to work less and make more money. They seek unbounded pleasure and satisfaction.
  2. People seek to improve themselves. They want to save time. Given a choice, they’ll take a quick fix anytime over something that must be nurtured or pursued. They seek security and safety. They want to be completely individualistic, yet feel they fit in with the crowd. People want a sense of belonging (check out Facebook). They desire more confidence and prestige.
  3. People seek power, stature, fame, the admiration and flattery of others, and insider information. They are often envious, revengeful, and proud.
  4. People need to satisfy physical hungers or thirsts. They seek better health and well-being, and longer life. People seek to avoid danger, taxes, and poverty. They want to be protected.
  5. Their goals are to be a leader, lose weight, develop a skill, make a lasting impression, speak well in public, find out what’s new, do their jobs better, and take advantage of opportunities.
  6. They long to own a business, make lasting friendships, work less, alleviate pain, protect their families, prevent theft of possessions, cut costs, worry less, and improve personal relationships.
  7. As love and affection motivate, so do guilt, grief, sorrow, and pity. Finally, people respond to patriotism, conservation, children, pets, and fun.

You don’t need to solve the entire human condition in every direct marketing piece you write and deploy. However, you want to think carefully about what you are selling, to whom, and how best to make them want to take action.

And you thought you knew your consumer needs inside and out? Keep an open mind.

Make sure to share this list with your team, especially those in close contact with consumers. After a while of “listening,” a few trends usually show up, that can lead to newer ways to target or a new group segment.

Consumer change can happen as fast as the last traffic forecast that doubled your destination time. Be prepared.

Looking for more golden ideas when using direct marketing?

SearchingW_binosSign up today for our monthly email newsletter.

Looking for more information on using direct marketing solution for today’s digital and online marketers? Sign up to receive our monthly email newsletter in the box found in the right margin, top or bottom.

There is still time to grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
Marketingeval_logoV3MarketingDoc Copyright15



How To Create A Marketing List Of Contacts That Gets The Gold!!!

Go4TheGoldSo, what makes a marketing list of contacts “good” or “bad?”

Here’s an interesting corollary when it comes to marketing lists. It goes like this: A good list has the potential to generate a good response with an “average” sales message. But a bad list won’t yield the response you need, regardless of how good your sales message may be. And in the world of marketing lists, you better believe that there are good names on not-so-good lists and bad names on some great lists.

Essentially, a bad marketing list is one that’s simply not targeted. The more “random” lists are, the less value it has — unless of course you have a product or service you can sell to everyone at every address in America.

Messaging to large numbers of people, hoping that some will respond, isn’t proper list selection and deployment. This is called “guessing.” And guessing who may buy — along with hoping that many will buy — probably won’t generate too many responses.

A good marketing list of contacts, on the other hand, is one that is targeted. A good list is the one that matches your offer with people who have a propensity, potential desire, or likelihood to be interested in what you are selling.

A smaller, more targeted marketing list is of greater value, response-wise, than a larger list that isn’t targeted. Keeping names on a list for “old time’s sake” doesn’t add to the value of your list.

How long will a good marketing list of contacts last?

It’s up to you. It’s how you segment the list. It’s how you target the contacts. It’s how you maintain the list of contacts.

Good marketing lists include people who have made themselves known to you as being interested in what you have to offer. When someone requests information, for example, they are saying, “Tell me more. I’m interested, and I’m willing.”

Good marketing lists include people who match a certain profile. In its simplest form, this profile can include age, income, education, and so on It can also include incredibly specific information, such as credit rating, vacation home ownership, number of vehicles in the household, best time and channel to communicate and so on.

Good marketing lists are those you can use again and again. When you look at your list and determine that there is both short-term and added safeguards for a long-term potential in the contact names, is a sure sign that your list has value. Good list maintenance is another positive sign.

When your marketing list of contacts performs admirably three or four times in a row, you know you’re on the right track. After each use gather the analytics and interpret what the data means for longevity and what maintenance is needed on the marketing contacts.

Good marketing contact lists are like 100-ounce bars of gold: solid, valuable, and precious!Key2Success

Finally, good lists are bargains! They don’t really cost you more. In fact, good marketing lists that target and narrow your universe help to lower your acquisition and processing costs. Become the master at updating targeted contact lists by always obtaining fresh data using analytical skills.

How often do you update your marketing lists? Are you using analytics? If so, how are you interpreting the data?

Looking for more golden ideas?

SearchingW_binosSign up today for our monthly email newsletter.

Do you want more information on using direct marketing solution for today’s digital and online marketers? Sign up to receive our monthly email newsletter in the box found in the right margin, top or bottom.

There is still time to grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
Marketingeval_logoV3MarketingDoc Copyright15



The Seven Golden Rules Using Direct Marketing, Direct Mail, and Direct Response Tactics…

TheGoldenRulesWebOr Better Known As “The Big List If You Need a Big Response!” 

“Market unto others as you would have them market unto you.”

That’s a little broad. So let’s take a look at it piece by piece. Here are seven elements that combine to make up the one big “Golden Rule.”

Rule #1: Market only what is relevant to people who care about what you are marketing!

HavingFunIn other words, don’t send a solicitation for membership to the new golf course unless you know you’re mailing to golfers.

While golfers would enjoy receiving such a solicitation and might jump at the chance to play or join, not only would non-golfers most likely not be interested in receiving it, they most likely wouldn’t be taking positive action –– such as spending money!

We know that targeted direct marketing is extremely effective. But a misdirected inappropriate solicitation is wasteful and may hurt your brand.

Rule #2: Eliminate the risk of buying.

Guarantee of SatisfactionYou know that when you receive a solicitation for any offer, you appreciate knowing that you can buy with complete confidence. If you’re not completely happy with your purchase –– or any aspect of the purchase –– you have recourse.

That recourse could be to receive all of your money back if you’re not completely satisfied. It could be to receive an extended service contract at no additional charge.

Just as you like to know that you can buy confidently your prospects and customers want to know the same thing. So we say,

“Bring risk reversal into your direct marketing mail and response solicitations. Make it prominent throughout your offer and your copy. Talk about it. Brag about it.”

Rule #3: Offer all appropriate response options.

Most people like to know they can go online any time, day or night, and place an order.

What’s your favorite way to take the next step and respond? If you prefer to be one of those two-in-the-morning buyers, so be it as well.

The point is that just as you prefer to have it your way, so do your prospects and customers. So give them options.

Through testing, you’ll determine the most preferred response options of your market. And then you’ll be doing unto others as you would have them do unto you.

Rule #4: Be honest. Maintain high integrity.

FortuneTellerYou know how you feel when you think you’re being scammed or taken advantage of.

You know how you feel when a marketing message borders on “too good to be true.”

We’ve all seen solicitations that show an amazing cleaning product, for example –– one that we’ve tried on a lesser stain. We know it doesn’t work.

Credibility goes down the drain right along with the cleaning product.

Rule #5: Use personalization carefully and wisely.

UR-KiddingYes, this is 2015. Personalization is so easy to use these days that many direct marketing mail and response campaigns use a tremendous amount of it. Research shows that personalization helps increase response.

However, a name spelled wrong is sometimes all it takes for an otherwise on-target campaign to wind up blowing in the wind!

When someone sends you a solicitation with your name spelled incorrectly or containing information that is too personal or incorrect, you know the feeling.

That feeling is magnified even more when that solicitation comes from someone who should know better –– such as a company that you’ve purchased from in the past.

Rule #6: Don’t Assume; Educate.

LightBulbv1-copy.jpgIt’s dangerous to assume that your customers and prospects know what you think they know.

In reality your readers may know more than you about what you’re selling; they may know less. You just never know for sure.

It always helps to educate customers and prospects in such a way that neither talks down to them nor insults them.

A few carefully chosen paragraphs summarizing features and benefits, a link to a digital source such as a landing page, with facts and figures, and so on can provide a quick overview of your product or service.

It’s what you would want someone to do for you –– particularly if you were new to a certain technology, product, or service solution.

Rule #7: Offend no one.

AlltheTinyPeopleIt’s hard to know what might offend a customer or prospect.

While it seems impossible to “offend no one,” we need to be alert to that each and every person on your list is different. They come to the moment in time when they read your offer having a variety of life experiences.

The solution is to think carefully about the words and images you use. Get a consensus about your words and images from a cross section of people.

Wrapping Up.

When you follow the golden rules of direct marketing, mail and response life gets better. You attract loyal customers who keep buying and who refer you to their friends and colleagues.

This provides you with the greatest impact and the most leverage –– guaranteed.

What would you add to our list of the Golden Rules?

SearchingW_binosSign up today for our monthly email newsletter.

Looking for more information on using direct marketing solution for today’s digital and online marketers? Sign up to receive our monthly email newsletter in the box found in the right margin, top or bottom.

There is still time to grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
Marketingeval_logoV3MarketingDoc Copyright15



How to write the perfect sales letter…

and Why!Cartoon-Guy-reading.jpg

Google’s doing it. Healthcare and Insurance companies love it. Consultants are starting to recommend direct mail as a channel not to overlook. So why should you?

In our last post, “How to Write Copy That Sells,” I discussed a few secrets of the trade to grab your readers attention. Today, I’ll present a closer look at the advantages of sending a sales letter using postal mail.

Even with all the modern technology and new channels of communication available today, a good sales letter is still one of the most effective means of selling products and generating high quality leads. At the least, with the right name and address, the post office still delivers.

A letter is personal, delivering a one-to-one message from you to your potential customer. It’s also a format that’s easy to read and which generates high readership from recipients.

How do you write a sales letter?

Let’s say you’re selling house painting services and you want people to request a free estimate.

Begin your letter with a headline or Johnson Box” (Wiki) as known by many in the direct mail industry that presents your offer or promises a benefit. Your headline could read, “Finally! An affordable house painter who really cares about the smallest details! Ask for our FREE estimate, which contains testimonials from nearby residents, and a get $20.00 gift card from a local pizza parlor when we present our proposal.”

Your salutation should be simple and warm. All you need is “Dear Mike” or, if you’re using Every Door Direct Mail (USPS.COM), “Hello Neighbor!”

Then, in your first sentence, you must really get the readers attention. Write something short and punchy, such as “Hate a sloppy paint job? So do we!”

Going on with our example, you should then present the problem, which are painters who rush and don’t do a neat job. After the problem, present the solution, which is your professional painting service.

JumpAlways have an offer in your sales letter.

Then you should present your offer, which in this case is a free estimate and proposal. But it could also be a discount on the first job, or even a free consultation on a specific project.

Next, provide a few features and benefits of your service. Make sure that these relate to what your prospects care about, which in this case would be attention to detail, superior skill, experience, and so on.

Now it’s time for the “Call-to-Action.

Then comes the most important part of the sales letter; the “call to action.” If you want people to contact you, give your phone number and/or email address. Provide a Web address so the reader can see first-hand recent photos of completed jobs and a few testimonials from recent customers.

Social media channels such as Facebook and Instagram are two great channels to support your direct mail letter. Pictures do help telling a story.

Now state your guarantee to ease doubts and present a deadline or expiration date for your proposed estimate and gift card offer. A deadline is important because many people won’t take action unless there’s a little pressure.

Wrap-it-Up.

Then, it’s time for your wrap-up. The wrap-up is a quick restatement of the promise you made and a reminder of the offer and call to action. This may appear repetitive, and it is. But a little repetition is a good thing in a sales letter.

Finally comes your signature, and you’re done, right? Not quite. It’s always good to add a P.S. This acts like a headline at the end of the letter. It can be used to restate the offer, emphasize the deadline, or even give people an alternate means of response.

Every business is different, so every sales letter will be different. But if you follow the step-by-step formula outlined here, you’ll improve your odds of success.

SearchingW_binosSign up today for our monthly email newsletter.

Looking for more information on using direct marketing solution for today’s digital and online marketers? Sign up to receive our monthly email newsletter in the Johnson Box found in the right margin.

There is still time to grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques. Plus you, if you’re a small business who wants to see better marketing results. Visit DMCM.net for more information on direct marketing mail.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15

 



How To Write Copy That Drive Sales

DrivingSalesJust make sure you know who you are writing to.

Writers in direct response or marketing, tend to be too vague, obtuse, and remote in communicating. To create copy that sells in your direct copywriting, be specific to do some serious selling.

For example, when you write, “It saves you money,” you are making an important point, but be precise. Come right out and tell the readers exactly how much you are saving them. “You save two bucks. You save $200. You save $2,000.”

When you claim, “It saves you time,” do not be vague. Let the readers know exactly how much time you are saving them. “You save an hour per day. You save a day a week. You save four days per month.”

When describing specific features and benefits, “New and Improved!” is too vague. Use dramatic descriptions that reveal in precise and appropriate detail exactly what makes your product new and improved.

If your product is extremely technical, watch out for too much of a good thing. “Our newest computer chip, generates 195 mega cycles of different data at a base of minus 150 degrees below zero when accelerated to a mega speed of 920 cyclic tic-tumbles per second.”

Too much precision is especially dangerous when you address two or more audiences with the same direct response or direct marketing mail piece. To wit, a single direct marketing mail piece needs to speak to the audience – manager and the engineers.

If you get too technical, the engineer may know what you are writing about, but the manager, who may control the budget, may not.

Summary

Know your audience. Technically uneducated and unsophisticated people buy some pretty sophisticated things. Some may let their ego get in the way when working with others (engineers) in the company. It’s important to share, just make sure your copy is shareable.

How do you make sure your copy is written for the targeted person?

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques.

Plus you, if you’re a small business who wants to see better marketing results. Visit DMCM.net for more information on direct marketing mail.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



What Does It Take to Awaken Your Creative Gene?

Can creativity be taught?TrumpetMD

What does it take to be more creative? I believe we all have the capability to be creative. Being a writer and publisher of content, creativity is a crucial part of my daily activities.

My creativity is awakened by collaborating with others, reading, or presented a simple question like, “what can we do to make this (fill in the blank) better.

Failure is a component of creativity.

I have accepted the fact that failure is a critical part of creativity. When failure occurs, I file it in my brain and move on. Subconsciously, I believe that failure helps in providing solutions to problems I may encounter in the future.

What inspires creativity?

I love music. Jazz, Blues, Rock, etc. You name it and I have listened to it. Yes, even a polka.

In grade school, I was presented an opportunity to learn how to play the trumpet by a teacher who thought I had talent. After a few practice sessions at home, (I was only using the mouthpiece!) my father told me I’d become a great hunter of ducks with the unique sounds I was able to produce.

I was finally allowed to take the trumpet home to practice. I grew up in a typical Chicago neighborhood. Approximately, three feet separated us from the neighbors on each side of our house. I puckered my lips and started to practice. I let it all out, hoping my friends could hear the music I was making.

Unfortunately for me, the whole neighborhood heard not music, but a sound similar to fingernails being dragged across a chalk board.

My parents and neighbors had a party the day I returned the trumpet. I believed that instrument was cursed, as it never produced a good note.

Did I give up on a musical instrument?

Yes, but music remained a big part of my life. Since I couldn’t play an instrument, I decided to make music, but in a different way. I started building transistor radios and sold them. Yes, our next door neighbors enjoyed them more that my trumpet playing.

From there I went on to building stereo receivers, cabinets for speakers, and even a school science project using sound waves to clean jewelry.

From that point on, if people asked me if I played a musical instrument, I answered, “yes, the stereo!”

Conclusion

Creativity is finding a problem and determine a solution. At work, at home, in the garden and just about anything that presents a problem.

Some solutions are simple, some don’t work at first go around, and when you get it right, you tell the world. Or anyone that will listen. Yes, even my neighbors.

Where this is a will, there is a way. You may have more creativity than you originally thought.

How do you use creativity in your daily routine?

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques.

Plus you, if you’re a small business who wants to see better marketing results. Visit DMCM.net for more information on direct marketing mail.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



8 Trust-Building Strategies to Build Your Business

A_First_ImpressionJust as you have only one opportunity to make a good first impression, you stand to gain or lose trust in your direct marketing depending on how you approach your readers.

Put these eight trust-building strategies to work for you in your direct marketing strategy

Personalize your direct marketing mail message. People do business with people. When you get a little personal, you help prospects get to know you. This builds trust. It helps when you say, “Hello George,” rather than “Hello Sir or Madam.” And it’s okay to put passion, personality, and enthusiasm into your direct marketing messages.

Use testimonials. People pay more attention to what other people say about you than to what you say about yourself. Testimonials from people who have had a positive experience with you make the task of building trust easier.

Marketing-Tip_CrpdRead the 4 important steps for better engagement with your customers and how to increase customer testimonials.

Use editorial writing styles rather than ads. People resist a hard sell. And they resist and distrust ads that seem too good to be true. When your approach is softer… more one on one…when you include testimonials and stories… you build trust.

Give away something. People like “Free.” Whether it’s an article, case study, webinar, or free shipping, you add credibility and trust to the relationship.

Give examples. When you give an example by telling a story of how one client did such-and-such and another did so-and-so, you make an otherwise impersonal activity or event come alive. People relate to it. This builds trust.

Marketing-Tip_CrpdRead my example of a row boat and one oar!

Eliminate (or reduce) risk. Buyers want to be sure that if something isn’t right that they have recourse… away to say, “No thanks. It didn’t live up to what you said.” Guarantees help. So does communicating how committed you are to make sure that every single client or customer is happy.  

Provide many channels. Make it easy for people to contact you and respond. Put convenience, not obstacles, in front of your prospects.

Stay in touch. It’s human nature to trust those people you see or communicate with often, and to be skeptical about people you don’t know –– especially when they offer things that sound “too good to be true.

Direct Marketing Tip – Frequent communication allows you to build and nurture a trusting relationship. Direct marketing mail provides an efficient way to stay in touch. Why?

There is less competition in the mailbox to help keep you selling.

Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques.

Plus you, if you’re a small business who wants to see better marketing results. Visit DMCM.net for more information on direct marketing mail.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



Have you ever gone upstream in a boat without a paddle?

UpTheIf you’re company marketing is without a written strategy, you have now.

Direct Marketing is a strategy. Not a tactic.” Lester Wunderman.

Oh that wonderful word…strategy.

I’m not sure why strategy is so neglected in the small business market. A lot of business people love sports. The one sport with a gridiron is a very good example of a strategy to defeat the other team. Oh, I have heard the excuses

  • Maybe it’s the notion too much time is needed to develop a successful strategy (there is never enough time in the small business world).
  • or the need for it is simply misunderstood or confused.
  • or maybe it cost too many $$$

What’s yours?

I am always amazed to learn the lack of any written marketing strategy, (today, in the digital age, it could be an infographic) what I commonly refer to, the most profitable “S” word.

As it turned out, in many small businesses, a strategy to them was – “sales was marketing and marketing was sales.”

Ugh!!!!! If this is your thought process you need to rid yourself of that thought process. You can’t have one, (sales) without the other (marketing). And without a strategy, you’re up the creek without a paddle.

Speaking of boats.

Every holiday or any other celebration when our family gathered, my uncle always reminded me and anyone else nearby, of my first adventure in a boat as a kid. The boat only had one oar. At least I had one paddle and not in a creek – yet.

No matter how hard or fast I rowed, I kept going in a circle. I thought, “How will I ever get to the opposite shore to get my ice cream cone?” Still a weakness of mine to this day!

My uncle thought it was quite amusing as he watched from the pier. After he stopped chuckling, I received some valuable advice – he handed me the second oar.

I was amazed with the difference in using two oars. I could get to my destination and enjoy an ice cream cone. Or two cones if I have enough money left!

Before you embark on any direct marketing campaign using such tactics as direct mail, email, landing pages, or any of today’s social digital channels, the most important tool is your first oar, your marketing strategy.

What’s the second oar?
Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques.

Plus you, if you’re a small business who wants to see better marketing results. Visit DMCM.net for more information on direct marketing mail.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



Does Your Marketing Survive the Test of Time?

Use my 4 easy steps for better engagement with your customers.

The-test-of-timeMaybe, just maybe, your customers will be happy to help!

First, here is a multiple-choice question for you. How much time does it take your company to see results from your business marketing engagements?

  • In the late 19th century, the flow of the Chicago River was reversed to meet the needs of the growing City of Chicago located along the shores of Lake Michigan. Eight years.
  • Mt. Rushmore is a 5,725-foot mountain, found in western South Dakota, composed mostly of granite, and carved with the faces of four US Presidents; Washington, Jefferson, Roosevelt, and Lincoln. Fifteen years.
  • All the above and then some.

Seriously, these majestic accomplishments were not completed overnight. The point is, they were completed and are still important today. If you selected “C” as your answer, I suggest you go back to watch your favorite movie, “It’s a Wonderful Life!”

More powerful than a speeding…

In a recent post, I discussed similarities and differences between inbound and outbound marketing. A lead generation program is an appropriate model of using both inbound and outbound marketing, which is beneficial for a B2B company to use.

Few direct marketing techniques are as powerful as customer testimonials. It’s about as close as you can get when customer A meets prospect A face-to-face and just raves about your product. Customer testimonials prove your claims and ease the doubts of prospective customers.

But where do testimonials come from? 

If you’re lucky, you’ll get a few unsolicited testimonials now and then. However, even if customers love you, most won’t write up a testimonial unless you ask for it.

Here’re a few simple, efficient methods for getting a variety of great testimonials.

One, schedule it.

Testimonials don’t just happen. You need to commit to a regular program of soliciting comments from your customers once a month, once a quarter, twice a year, or whatever works for your company. You might also want to set quotas, such as a goal to get 10 new testimonials a month. The numbers you choose aren’t important. What’s important is that you establish a routine and stick to it.

Two, call your customers.

Select a portion of your customer list and start phoning. When you reach someone, start with a flattering statement. You might say “I recently read a post in LinkedIn how your company President built an intern program using students from the local junior college. We’ve been thinking of something similar. May I speak to Karen if she has a few minutes to spare?”

Once you reach her, carefully weaved your questions within the conversation. The initial questions should be simple, such as: What do you like about our product? Does it arrive on schedule and is it always in good condition?

After this warm-up, you can ask more detailed questions: What is your opinion of our product? What is the one feature you like the best? Why would you say it’s better than similar products? How has it saved you time, money, trouble, etc.?

Choose your questions carefully and keep the interview short. This isn’t a research project. You’re simply trying to elicit one good statement that you can turn into a testimonial.

When you do get a good comment, say you’re so impressed you wanted to ask that the comments be used in your marketing.

Three, quid pro quo.

Make sure the wording is such that gives you ownership of the testimonial. Your competitors are always looking for ideas they can use to bad mouth your company.

Quite frequently, the person giving the referral may also want to share some of those comments with their customers.  Offer such as your appreciation for their time, or send a gift as a small token of thanks, which will likely increase the number of replies for returned calls from your customers.

Four, now share it.

How many channels are used in outbound and inbound marketing? I can’t help you with an answer for that, so get going and count the channels for sharing and then start collecting testimonials.

Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself.

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques. Visit DMCM.net for more information.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15



Looking for a marketing difference maker requires some patience…

AlwaysThinkingand some detective work.

However, there is one tactical tool that can never be overused.

A variety of experts in digital marketing love using the word journey. Journey is probably a good word for inbound marketing. Journey reminds us inbound marketing is not an over-night sensation.

Engagement, and in some scenario’s relationship marketing, are two other words that go hand in hand as well.  Whichever one you prefer, it’s a hell of a lot longer than a short walk through the park, to see results. However, keep reading, I have the tools you need to cut that path to a viable length.

First, you must create awareness of your products. Fortunately, we have many digital and traditional channels at our calling. The most common tactical tool of choice is content.

It will take a variety of content and channel selection. Some content has a different look or delivery, and importantly, a little more relevant copy. Especially, as you learn more about what your market needs. Remember, the goal is engagement.

When you decide to purchase a new product or service you heard about, you research it. Will it help you solve a problem or provide an opportunity?

As you may have guessed by now, there is a strong resemblance to a B2B lead generating program compared with inbound marketing, but with more engaging content to move the buyer toward a purchase decision. You may also uncover a channel of choice to communicate with some potential buyers.

Whichever comes next, a potential buyer considering your product or service, you may have heard, “I’ll get back to you.” That’s code for “I need more information!” For most people, that’s like trying to run up the stairs in the Willis (Sears) Tower. In other words, they give up too soon.

Yes, an offer of something free or very useful is a difference maker.

A free offer is the heart of any lead generation program, so it’s equally important. I’ve always like using the term lead generation, reminding me of the phrase “having some skin in the game.” Maybe that’s the sports fan side of me mind taking over

The offer can be a free eBook, white paper, product sample, case study, special report, catalog, etc. It can be an item you already have. Or you can print an item, maybe in 3D, especially for your direct marketing mail offer. That’s a sure way to get to the decision makers desk!

Why should you give away anything? Because the point of this lead generating tactic is to identify prospects, so you need to push them to give up something, such as an email address.

Whatever else you choose as a content marketing tactic, think offer. Make sure it’s a different offer and relevant to whatever need you already have learned about your market target.

By offering something free, you make it easy for people to say, “Yes” and identify themselves to you.

Why not simply mail the free items directly to your list? Seriously? That prevents you from finding out who is interested and pinpointing those who are most worthy of getting another chunk of content.

However, if you get an opportunity to deliver it in person, that’s better than any other marketing channel.

Summary

For additional information about inbound and content marketing, read Four easy ways to help you determine the value of free content.”

Read Inbound versus outbound marketing…don’t make it a contest as a strategy for your company.

Here are additional ideas to reach more prospects in The importance of buying opportunities might just need a bit of motivation in your direct marketing.”

Need to sharpen up your lead generation tactics? Visit B2B companies use direct mail with email marketing.”

Thanks for reading and please share with others, except your competition.

Grab a FREE edition of Direct Mail Success.DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself.

Who reads Direct Mail Marketing success? Providers of direct mail marketing processing, companies looking for direct mail marketing content, and individuals looking to improve they direct and digital marketing techniques. Visit DMCM.net for more information.

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com. Marketingeval_logoV3MarketingDoc Copyright15




top