Here’s the one tool that is a certain choice for your marketing toolbox.
There is a right way and wrong way to contact people today. It seems like there are too many channel preferences people have at their beckoning. If you are one of the few waiting for that to occur, I’m sorry to inform you, your wait will not yield a desired result.
Over the past 25 years or so, I have reminded audiences far and wide to spend some time learning about their customer’s habits or needs and enter the results in a customer-contact management system. Once this information is collected and entered, the data lends itself to customer segments. This data then makes your marketing message more relevant.
I write and teach about this a lot. I even created a teaching program to help businesses understand how to do this segmentation in a very easy form to see the big picture leading to better marketing success.
Go back to the beginning…
As I previously stated, your customers have more choices than just your company, which may even increase in the near future. This is where my expertise of the direct marketing and mail fundamentals can help you snare more customers.
For example, in direct marketing, one of the more valuable tools is the offer. The offer is so important yet many businesses assume their product is good enough to sell as is without an offer. Wrong.
How important is the offer? In a quick answer, the offer causes a person to stop and give your message a second look, a second thought. Is that how your mind rolls?
The core of any direct marketing piece will always be an offer, whether you’re selling a product, promoting a service, driving traffic to a website, or bringing people to a retail location.
What is an “offer”?
It’s not to love and cherish a product for the rest of your life, but it can be. And no, it’s not a discount, but it can be. It could be any number of other things as well.
At the simplest level, an offer is the “terms of the deal.” It is you saying, “Here’s what you can get. And here’s what you have to do or pay to get it.” It’s the combination of several elements that make up the “deal.”
People who operate in the direct marketing and mail business understand the importance of creating a sense of urgency in a marketing offer. The value of having the sale happen now is that if it does not, it may not happen at all.
If the sale happens now, it increases the likelihood that another sale will happen later. These are a few of the tried and true strategies to help your customers and prospects overcome the dreaded disease of procrastination!
Want to learn more about direct marketing?
For a limited time only, I have placed our most requested white paper, “The Right Notes in Your Direct Marketing, Make Beautiful Music for Your Customer’s Ears and Your Accounting Department”, on our report sending website absolutely free for the asking. All we need is your name and email address.
This powerful report can change your opinion on your marketing and realize there is a better way to communicate with your audience – when you spend some time to get to know them! Your messages become more relevant and your customers feel more appreciated. And we both know what that means!
Thanks for reading and please share with others – except your competition! It is truly appreciated.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.