with the help of a few “tactical” friends.
Let’s face it, attracting more customers, is not only a revenue builder, it’s another way to keep your marketing strategies, sharp and up-to-date.
Look closer at your current direct marketing strategies. Are marketing resources allocated optimally to the major elements of the marketing mix? Is your company using the best basis for marketing segmentation? Have you developed accurate profiles of each target segment?
If you are a new company, you may add a market penetration strategy, for your present product, having a goal of obtaining X number of customers, per a given time.
If your company is past the growing strain, you should consider a market expansion goal with your direct marketing strategy.
Encouraging people to buy now using the emotion of fear.
While it is true that people buy a product because they want to look better, often they buy it because they don’t want to look bad.
Similarly, people often buy a product because they want to feel better. But often they buy it because they don’t want to feel bad.
And people often buy a product because they want to feel safe. But often they buy it because they don’t want to be at risk.
Recruiting new customers.
The task of locating and recruiting new customers is an essential activity for every business. So, it stands to reason that you spend a great deal of your time attempting to attract the attention of viable prospects and make an initial sale.
Sometimes, however, there’s a tendency to concentrate so heavily on seeking new customers that we often overlook the ones we already have. That’s why it’s so vitally important to make sure you divide your direct marketing dollars appropriately between the two activities.
Let’s say you’re at a business or social networking event. You are confident in finding potential customers to meet. So, what’s a good opening line?
You need a good opening line to make people pause. The same is true with direct marketing. In fact, you need two opening lines. The first one helps you make eye contact – to attract attention. The second one delivers your payoff – that is, the benefit your prospect receives. So, think of your opening line as having two parts. There’s the “what it is” part and the “how it benefits” part.
The articles in this issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here and enter your name, email address and company.
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