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If you tried one offer or another,

just maybe it’s time to try “just maybe.”

Yes, try a “Yes / Maybe” offer to boost inquiries.

You’ve probably heard of and even tried the “Yes / No” offer. It’s common on subscription packages and other promotions where prospects are asked to immediately decide between accepting or rejecting a simple offer.

But have you ever heard of the “Yes / Maybe” offer? It works in a similar way, but it’s usually found in lead or inquiry generation efforts.

There are several variations. If “Yes” means accepting your offer, “Maybe” could mean an offer for more information. Or if your “Yes” is an inquiry that requires a certain degree of commitment, such as an in-person consultation, your “Maybe” could be a softer version of the inquiry offer with less commitment.

One of the simplest and most effective variations on this unique offer is where “Yes” and “Maybe” are worded differently, but result in the same action on your part. For example:

Yes. I want to beautify my home with the EZ Deck system. Please send my FREE EZ Deck Planner and Information Guide which will help me design a professional looking deck in about 30 minutes.

Maybe. I’m not sure if EZ Deck is for me. Please send additional FREE information, especially if you have a side-by-side comparison of the leading deck systems so I can decide which is best for my home.

Both choices result in the same information being sent to the prospect. However, by stating the offer in this way, you can automatically qualify your inquires. Those who opt for “Yes” are probably more interested than those who opt for “Maybe.”

This offer also allows you to use smart design techniques that are proven to raise response in many cases. These include a submission form with check boxes for each option, dual reply methods, or equipping a landing page, cleverly designed with a video to see an aspect of the program in action for a better presentation. These are all ways to increase involvement with your direct marketing using mail and email to help people focus on your offer. Don’t forget to look at social media. It was made to help you reach more people.

This can work for both consumer messages and for business-to-business programs. The only difference is that you should consider the tone of your mailing and apply the appropriate variation. For some lists, something may work. For others, a simple check box may be a better approach. If you have a good understanding of your customer needs, you’re in a great position.

Whatever variation you choose, remember to follow up promptly for each inquiry you receive. People often request information as an impulse, so you want to strike while the iron is hot. If you wait too long, your prospects may not even remember asking for the information.

To keep your momentum going, always fulfill inquiries within one to two days. The faster you can get requested information into the hands of prospects, the greater your odds of converting inquiries into sales.

Summary.

Always record options you offered a prospect or a customer. The more data you can extract from a prospect and customer puts your marketing and advertising in the driver’s seat.

And that’s not a maybe, it’s a YES!

Thanks for reading. Any questions please post them below.

Still not sure?

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

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Young criminal sitting© everett225

Thanks for reading. Any questions please post them below.

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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The Road Less Traveled Is A Bonanza For Your Small Biz…

With fewer turns and the result in sight.

Too many decisions. More people in digital marketing realize if a response to a recent advertisement does not meet expectations, cut it, and move on to the next one.

In my world, digital and direct marketing is driven by data. If the data is not analyzed and tested, is the advertiser going to make the same mistake over and over, but hoping for different results? How long will it take before reality sets in, and changes must be made to advertising and marketing?

How did we get here?

Big business, including retail, have enough marketing problems of their own. For example, a day doesn’t go by without us receiving a catalog and other advertisement delivered to our office. I only remember the advertisements that closely meet my needs. Seriously?

When I have the time to check my email, I might see a few products or services I use, but most of the emails go into the trash. Watching network television shows or listening to a radio station? One-third of the time for a one-hour TV show, primetime, are for commercials. A similar advertising schedule is found on your radio dial.

You can’t escape. They know enough about you to make them dangerous.

What about a Small Biz?

A SmallBiz has a variety of direct marketing strategies at their disposal to keep customers buying and away from your competition. For example, the latest in marketing automation, opens the door for a SmallBiz to connect with prospects and use customer data for better marketing advertisements. Look at the Direct2Customer project of ours and you’ll get my drift.

The customers and prospects of a small biz expect better marketing and advertising. So, if your SmallBiz marketing and advertising is acting like BIG business, it can be costly and eventually lead to failure.

Revitalize your Small Biz marketing and advertising.

I assume people in business know a thing or two about Henry Ford. He built cars one way- all black. By comparison, it seems like our world today, revolves around one choice after the next after the next. Often, it contains too many choices.

When it comes to direct or digital marketing solicitations, too many choices will sometime work against them.

For example, many direct and digital marketers will include any number of order options. While every response door seems to be important, too many choices may thrust prospects and customers into pondering over and procrastinating about how they want to order, instead of just acting now.

So, it would be nice if all our sales transactions as simple and straightforward as Mr. Ford’s. No colors, sizes or alternate methods of payment to choose, just black.

Unfortunately, life today is not that simple. Consumers demand options and alternatives in today’s marketplace. A simple question of choice can move the prospect away from a “yes” or “no” response to a “this” or “that.” This is not a new strategy, but it works.

Summary.

Sure, prospects and customers like options, and you want to give them enough to choose from. Give it to them in a way that is easy to follow and makes it easy for them to respond without bogging them down.

Always record options you offered a prospect or a customer. The more data you can extract from a prospect and customer puts your marketing and advertising in the driver’s seat.

Thanks for reading. Any questions please post them below.

Still not sure?

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos:

Henry Ford Working together–© yurizap and Out of the box thinking, being different, risk taker- vector grap–© smarnad

Thanks for reading. Any questions please post them below.

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Can You Survive The Battle of Low Price?

Low price has always been a strong motivator.

In today’s world, unfortunately, there always seem to be someone with a lower price. But the fact remains that there’s just so low you can go.

Oh, you have several choices. You either join the battle of lowering prices (no one ever wins this battle) or you can add more value to what you are selling – to help your customers see beyond the price tag.

Instead of jumping onto the nickel-and-dime battle, take a serious look at ways you can justify holding your price – or even increasing your price. Do this by adding value, by giving more, by educating and by becoming indispensable as a resource or provider of products or services!

Sure, no matter what you do, some people will only buy on low price. You won’t change them.

But others can be pulled gently away from seeing only the price. That can be taught to appreciate the extra value you bring to the table. When you add free delivery, a free checkup, a free extended warranty, a gift, free gift wrapping, free training, a 30-day money back guarantee, you start to demonstrate real value that enhances your customers’ lives.

One of the greatest values is to provide education. This shows your prospects and customers you take responsibility for them and their well-being. Sure, there are shoppers who may pick your brain, mistreat you, and then go somewhere else to buy on price. Many though will stick with you as long-term, devoted fans.

Remember that in today’s world, the single most important tangible we have is time. Our lives are too full, too busy. Consumers want to recapture time. Spend a little more for value and service – knowing they won’t have to battle later on – is a great motivating factor.

When you take responsibility for your customers well-being by calling to make a sure they’ve sent in their warranty card, making sure they’ve had their summer checkup, or by going beyond the call of duty, you win the war.

Have you ever “saved a customer’s life” by being available when no one else was? By shipping when no one else could? By being there when no one else was available? So, are they loyal? You bet! Are they your best referral source? Yes again!

The more you tout value, the easier it is for prospects and customers to abandon their “low cost” ways and seek you out. They want a reason to. Low price is not the answer.

Thanks for reading. Any questions please post them below.

Still not sure?

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos:

Puzzle head exploding mind @ iterum

Advertising and marketing creative design concept @ lukeruk

Thanks for reading. Any questions please post them below.

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to Market and Sell in a Rapidly Changing Marketplace

No one ever said,

“growing a new #SmallBiz or breaking a new person into sales is easy,” after they have walked in that person’s shoes.

So, it should come as no surprise when you find that the market isn’t always ideal for selling your products or services.

Your products and services may go in and out of favor. You could have growing competition. Direct and indirect. Regulations change frequently.

Costs almost always rise, and depending on your use of direct mail classifications, the cost of postage may be up or down depending on what you select.

In the end, no matter how good your products or services may be, marketing and selling comes down to your willingness to adjust tactics and adapt to any challenges you face. It’s really about getting back to the basics of marketing and selling.

There are many books on selling and marketing.

One of the most basic tactics is to collect and use customer intelligence, such as RFM (Recency, Frequency, Monetary Value). Those who have made a recent purchase are usually the best to pursue to make additional purchases.

How often someone makes a purchase, is an indicator of how closely aligned that person is with your products and services. What people spend gives you an idea about their overall value as a customer – a customer who buys $500 in products is obviously more valuable than someone who always waits for a lower price.

Seeking better efficiency is a way to make your direct marketing mail advertising more profitable. For example, constantly testing new direct marketing channels to see which formats and production methods offer you the best value.

It’s not a matter of doing “cheap” direct marketing. It’s a matter of finding what gives you the best return on your investment. If testing shows that adding another channel like email, increases the overall cost but creates more net profit, then the more costly two channel marketing, is the more efficient.

Being a cheapskate for cheap sake is false economy.

The offers you make are also critical to success. The tendency for many businesses is to find an offer that works and never test another offer. This is a serious mistake.

Different people respond to different offers at different times. A high-spending customer may not be price sensitive and not a good candidate for a dollars-off promotion. But this same offer may be ideal for low-dollar customers. You should always be testing offers and recording the results to customer profiles.

Finally, your list is perhaps the single most important element in any direct marketing mail promotion. A highly targeted list makes everything else you do easier. Whenever you mail to a list of people who want what you’re selling, you’re almost guaranteed success if you present a clear message, a strong offer, through the proper channel(s).

Thanks for reading. Any questions please post them below.

Still not sure?

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos, Copyright: @ © masha_tace

Thanks for reading. Any questions please post them below.

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Would you like to increase your marketing revenue?

Not sure where to start?

If you want to move marketing from an expense to an investment, then it’s time to take a good hard look at your company’s marketing program.

Thousands of SmallBiz owners knew their marketing was not up to speed. Some needed a few tweaks here and there and others, it took a bit more. Let me share a few of my observations experienced throughout the years in #SmallBiz marketing that may help you.

Why is a marketing evaluation so important?

First, if you are a small business owner or manager lacking a sense of marketing, or your marketing gets kicked to the back burner while attending to other matters, or “something else” must be attended to first, you’re not alone.

In the digital era of marketing, there are way too many disruptive ideas for anyone’s advertisement to produce a decent return.

Lastly, your customers are bombarded with messages to read or hear from your direct or indirect competitors daily.

Re-think how you spend your marketing dollars.

You’ve probably heard the phrase “Google it.” Yes, answers come in droves within seconds and a few thousand pages to read in your leisure time. So how in the hell can you get a message to a customer or prospect? Do they have time to read it?

Here are four reasons to consider in selecting a marketing evaluation for your company.

  1. Prior to finalizing the purchase of a new home, you get a home inspection.
  2. Your high school child begins a search for a college to attend, you help her study, prepare and plan school visits.
  3. Need a new set of wheels? Before plunking down mega-bucks, you take a test drive.
  4. There are way too many options to consider in a marketing program and so, where do we start?

A good place to start is in the beginning?

Examine and judge your present marketing tactics carefully. Are you using marketing tactics correctly? Advertising is a tactic of marketing. Do you have a marketing strategy? Are there other tactics to consider? How important is your social media, and so on?

Your company must be UNIQUE to your customers.

In our eyes, every company is unique. After all, you have unique customers. Your processes are unique. And uniqueness helps your company brand stand out from the competition.

However, most small company marketing is not unique. Some are antiquated. Or just don’t work like they did in the past. And unfortunately for some companies, their marketing is just not good at all. They copied it from a book “On how to make it big in marketing, advertising, and sales… in less than 7 days!” Did I hear you say BORING?

Your small business marketing must be unique. Think about a brand you buy and use. You feel good about your purchase and you trust the brand. In a good way, this UNIQUENESS separates this brand from its competition.

Today’s marketing must be beneficial to your customers, and memorable, with an end goal to get the best return on your marketing investment. Yes, you read correctly. Marketing is an investment, and not an expense.

“Marketing is too important to be left to the marketing department.” Dave Packard, HP

It’s looking at the BIG PICTURE of your small business marketing – from your strategy on down to the tactics.

Part of our commitment to you is learning about your business. There are a lot of questions that need an answers.

MCG places a high value on information and therefore, requires answers to get your vision into focus.

If you like to try before you buy, I’ll give you one FREE hour preliminary MCG-eVal, via phone or Skype.

Thanks for reading. Any questions please post them below.

Still not sure?

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos, Copyright: @ Rawpixel

Thanks for reading. Any questions please post them below.

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to Use Emotion to Boost Direct Marketing, Direct Mail Response and Landing Page visitors…

even when you positively need a great sales program to save your job.

If you’re like most people, you have a lot on your mind today. You’re thinking about a presentation you’re giving tomorrow, wondering how you’re going to pay for your daughter’s wedding, or maybe pondering whether to buy that new car you have your eye on.

People are preoccupied with their own thoughts. These thoughts are filled with emotion and linked to our inner wants, needs, interests, joys, fears, hopes, expectations, and regrets.

How do you get a reader’s attention?

This constant emotional stream forms a barrier between the mind and the outside world. You can’t cross this barrier with logic or reason. Any message unrelated to the emotional inner world of a person is ignored. The only way to get someone’s attention and capture his or her interest is to deliver an “emotional appeal.”

To illustrate, let’s look at a real event. Some years ago, in a small Texas town, local police were battling with speeders. They put up signs that read, “Speed Limit 20 mph.” Everyone driving through town could see the signs and understand what they meant. But drivers just weren’t getting the message, and the speeding continued.

Then someone suggested making one small change. Police replaced the old signs with new ones which read, “20 mph or $19.90.” It worked. Soon, police reported that drivers were slowing down as they entered the town.

Why? Because those Texas drivers were so preoccupied with their own thoughts and feelings, the speed limit message couldn’t break though. Only with the emotional appeal of being fined and losing money did anyone pay attention. It works the same with direct marketing and even on a landing page.

First, let’s look at direct mail.

People sort their mail quickly and ruthlessly. Any mailer that isn’t directly relevant to a person’s emotional life gets tossed. For example, a mailer that merely announces the opening of a bank has no emotional appeal, so it’s ignored.

But a mailer that offers a comparison of mortgage rates of all local banks with the headline “Confused about where to find the best mortgage rates?” breaks through because it addresses the fear of making a bad financial decision.

Don’t just sell a weight loss program, sell a way to be happier and have more energy. Instead of announcing a seminar, invite people to be part of an exclusive group of executives. Rather than bragging about your menu, show how popular and fun your restaurant is.

Even the landing page people first access to enter your website.

Your website is an important tactical tool to tell the world what your company is all about. Once there, you’d better have your emotional appeal ready, because in a few seconds the visitor is gone. Acme Direct hits the nail on the head by using a headline on their landing page:

“Helping you achieve the best time in your next marathon when using our brand-new running socks built with nanotechnology.”

You got the readers attention so, make sure you educate them on your new technology, inform them how to try a pair and deliver value with a money-back guarantee if not completely satisfied.

Most purchases people make today are discretionary. They’re not required, but wanted on some deep emotional level. Injecting emotion into your message will help you speak to that inner self where buying decisions are really made.

Summary

Make your order form with “multiple offers” to appeal to your customer. “Buy two pairs today and get a third pair on us. Did We say free shipping?”

Don’t get greedy. If the offer is not relevant, you may lose an order. When in doubt, test!

Thanks for reading. Any questions please post them below.

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos, Copyright:Tomnamon

Thanks for reading. Any questions please post them below.

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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The number one constant in marketing your #SmallBiZ products and/or services today is…

your marketing results change daily and eventually, revenue.

Many people, on any given day, may or may not purchase your product or service. I’m not trying to be the bearer of bad news, just stating the facts. Yes, it’s going to get worse before it can get better. I’ll share my prescribed treatment shortly.

No matter what your product or service offers, change is the one constant that comes to the fore front of anything you plan to promote. Your buyers are human, so a change of mind can occur in seconds. So, in turn, your messages need to change like the many faces of Eve. How many contacts are in your database?

 How do you combat change?

Someone once said, “You cannot be everything to everybody, but you can be on special occasions.” I could not contribute that quote to any one person, so it must be me. Moving forward, you need to create this special occasion.

So, what is that special occasion? Is it good, bad or indifferent?

There are a variety of nuances waiting to make your day. Technology? Disruption or hacking? Getting slammed by the competition? The best phrase for that occasion –  “you’ve been warned.”

What action should you take?

Don’t be that person who looks away from the problem. Nothing gets solved having that attitude. Start looking at the pros, smart marketers, and the cons, there is more than enough to go around, in two separate columns that you project will have a lasting impression. Write them down and try to give each one on a scale from none (one) to big time (ten). Make it a weekly tactic to make sure you do not miss a beat.

 What about Moore’s Law?

If you have not heard about Moore’s Law, here’s a simple definition.

“Moore’s Law – computer processors double in complexity every two years especially relative to cost or size.”

I bring this up because Intel, the manufacturer who coined the phrase, recently stated that in five years Moore’s Law will become extinct. Something else will need to take its place. They didn’t say, but place your bet on speed.

 Will you be ready?

If you decide to learn and train, you are on the right track. If the right track selection is to learn more about customer and prospect data, that is an awesome decision. Building customer profiles, segments and testing key decisions you make and adding results into a CRM, is a very wise choice.

Here’s the treatment I recommend.

You can never have enough customer information. Collect the information and take time to analyze it. After all, your customers can change daily and understanding some of these changes, will keep the revenue in the black.

If you missed the post from last week, check it out, “How to motivate your customers into action.” Also, look at the Direct2Customer infographic, for additional business and marketing ideas.

Summary  

Better relevant and timely communication messages may be the vehicle to keep your small business on a good growth curve. With added revenue, you may find that new four-wheel vehicle, more affordable.

Moore’s Law definition from <https://www.merriam-webster.com/dictionary/Moore’s%20law>

Thanks for reading. Any questions please post them below.

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

 

 

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Thanks for reading. Any questions please post them below.

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to motivate your customers into action…

i.e., spend money and even learn more about them!

The purpose of direct marketing copywriting is to move people toward an action. The more you address the specific human elements that motivate your audience, the greater your chances to move them to action – to make a call, send an email or buy.

So, what moves people? People cannot resist a bargain. People seek pleasure and satisfaction. People like exclusivity. People are looking for proven results. And some are even moved by greed.

People seek to improve themselves.

They want to save time. People seek security and safety. People seek power, stature, and fame, flattery from others and inside information. They are often envious, revengeful and proud.

People want to make money, save money, save time, stay healthy, become more knowledgeable, increase their status, and boost their prestige.

What motivates your customers on a regular basis?

Even if you don’t categorize or profile your customers, I’m sure you know how some customers will respond, and what is their trigger. This is a never-ending list as we all try to understand the human mind and how it relates to purchasing our products and services. Once you start categorizing, you’ll begin to see a broader array of ideas on why your customers buy.

You need not attempt to solve the human condition in every direct marketing piece you write. What you need to do is:

  1. to think carefully about what you are selling,

  2. to whom, and

  3. how best to make them want to act?

Learn the rule of three’s.

These are the three most important questions you should ask your customers. The first question can provide a lot of answers, but limit the answers to three. You’ll also find answers in your accounting materials, shipping receipts and social media. Let’s call this the rule of three’s.

Secondly, build customer profiles in a simple male or female, geography, and age. Ask everybody in your company who deals with customers to check social media such as LinkedIn or Facebook. Additionally, you may find a thing or two studying shipping receipts.

Finally, start examining your direct marketing copy. What type of attraction did you use in the design of your message and make the reader pause? Did everyone get the same offer? Check the analytics to see if there is a measurement.

If you have data results from previous programs or campaigns, compare results. In fact, don’t go beyond the rule of three’s until you feel enough data was collected and analyzed.

It’s a complicated activity and, at the same time, it is easy. Your direct marketing must lead people to consider worthy opportunities to improve their personal situations.

It becomes much easier when you take the time to keep learning more about your customers and provide products and services that exceed their expectations.

Some of those expectations may even be in the preceding paragraphs.

Summary

Another good idea is to send a very short questionnaire to your customers monthly. If there are too many customers start looking at creating a group of customers and divide your customers in groups you can handle. Keep in mind you need customer information.

Thanks for reading. Any questions please post them below.

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing!

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos, Visual attraction, by Stone tablets web banners @ nucleartrash

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Visuals attract and make the reader pause…

now pounce on them with an offer they can’t refuse –  but be nice.

Direct and digital marketing is a combination of words and pictures and ideas. A great idea without compelling words often goes unnoticed. Great words without the ability to attract the consumer’s attention often doom those glorious words to oblivion. Great visual images without substantive words and ideas often diminish the outcome. For example:

  • Give me a call regarding our new pricing for prospects. Change to ring.
  • Would you like me to add you to our customer care weekly email?
  • Visuals attract and make the reader pause…
  • The weekly business after hours is a great place to meet and network with people looking to sell and buy. Build on relationships.

At times, your audience may not understand a visual. Many have heard of the Pareto Principle, but after seeing in use within a post or an article, you deserve a trip to Google to answer all questions.

This is another pause visual to slow or stop the reader to check it out. Make sure the post or article opens in another page so the trip back for the visitor returns to the original page. Also, this is a good way to aid in the definition of a word or phrase.

“Now, why didn’t I think of that?” Or, “the competitor’s new product will kill us.”

Do you know who your audience is, direct or indirectly?

Each is important, but prospects and customers will overlook the best words and most monumental ideas unless something grabs their attention. Coming up with “grabbers” work well with just about any communication channel today.

The grabber for direct mail is the design. It’s the proper blend of color, shape, size, illustrations, photographs, and typography.

I know what you are thinking. If you said our digital and social media communications could use a design makeover, you are right. Try it. You’ll not be disappointed.

A good headline accentuated with a photo or art is – 

“a double whammy, thank you mam.”

Bright colors and bold graphics set your work apart. Illustrations are easily editable to fit your brand, and can even be more universal than photography. Let vector images help your next project pack a punch.

Focus on creating a “how-to” or “why” or a “number series” while adding value and/or providing entertainment in the form of a photograph, vector image, or even a short video or GIF.

As I learned in Direct Mail 101, the how-to is very powerful because it engages the prospect on a deeper psychological level. It’s self-centered and most of us pay more attention when we hear “how-to and whatever follows after it.”

Try using a catchy relevant headline in the email subject line and see your open rate increase.  Go one step further and add vector images or photos with copy.

Headline example:

How to Reach a Qualified Target Audience… and motivate them to seek you out!

Photo example:

Momentum by definition, is not only a powerful force, it can keep people in motion. Eventually, when focused on a segment of your contacts, such as prospects, you will learn how to qualify them.

The copy and the photo is enough to draw the reader in to the post. The copy should appeal to a human emotion.

Ask a question in the headline.

What marketing communication channel delivers over 700 million messages each day?

Curiosity can draw many reasons to find an answer.  A good copywriter will add more subtle information. Such as, in…

Subhead. Hint. Something you do outside the box?

The answer is 700 million of letters and parcels are delivered daily by the United States Postal Service. When you decide to use the US Mail channel, it’s a pretty good guess the contact will get what you sent, in his or her hand, and open it?

Thinking of using direct mail?

When designing direct mail, many people tend to be overly concerned about the individual design elements in the piece. Such as:

  • How does the headline look?
  • Should we put a few bullet points here? How about some additional color here?
  • Stop! Always try to look at your design. Stand back from your ideas and look at it as you would a fine piece of art.

Imagine the blocks of text, the headlines, and various color blocks and photos as design elements – squares, circles, rectangles. See what stands out and what does not.

Summary

If you want to learn more about this channel, direct mail, visit our Direct Marketing and Mail website. On the first page is an Infographic on our journey using direct and customer focused marketing for small businesses.

Then click on the publications tab. The tab is the gateway to learn about direct marketing mail, a very important part of multi-channel marketing. Download a copy of Direct Marketing Success and sign up for our monthly email newsletter.

One last point – visit the blog tab. There are over 300 articles on direct and customer-centric marketing.

Thanks for reading! Life is too short to use disruptive and one-channel communication to try and build your SmallBiz! Give us a –

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing!

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos, Visual attraction, by Stone tablets web banners @ nucleartrash

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to determine your direct marketing program’s response rate…

will keep you very busy and the envy of all your employees!

Imagine a crystal ball that predicts your direct marketing and digital marketing response rate. Talk about real job security!

Unfortunately, when it comes to direct and digital marketing, there is no such thing as “guaranteed response rate.” The crystal balls we’ve seen are not that dependable.

Predicting any type of response rate is difficult. The number of variables that come into play are enormous:

  • Price.
  • Uniqueness of the product or service.
  • Your competitor’s price.
  • What the direct and indirect competitors are doing, and how they are marketing.
  • Your list of contacts and “how clean” is the list.
  • Your creative approach.
  • The seasonality of your product or offer.
  • The image or brand you project in your marketing materials.
  • The offer.
  • The weather.

So, what do you do?

Naturally, you need some indication up front to help you plan before the next marketing project. In the prehistoric era of direct marketing mail, someone thought of the “breakeven point” as a way of validating the likelihood that you can sell what you need to sell.

Here’s a simple breakeven point used by many direct mail marketers.

If an item retails for $100 and costs you $50 to buy or build, that leaves $50 of margin to cover promotion, production, postal rates, and so on.

Next, assume that your direct marketing program, including all list of contacts (customers and prospects), printing, production, such as an offer, creative, postal costs and mail processing using a variety of channels in addition to mail, email, landing pages, website and social media costs you $400 per 1000 messages delivered.

Divide $400 by the $50 from the promotion side of your retail pricing. The answer is eight – eight units per 1000 messages. These eight units represent the number of sales you need to have to breakeven from the 1000 messages you sent.

Is it truly a breakeven point?

So, based on what you know about your company, the industry, the product, the time of year (if seasonal), and so on, does the closing ration seem realistic and attainable? Can you sell eight units out of one-thousand messages sent?

If you lean in the direction of “Yes,” you’re moving in the right direction. Next, determine an initial test of your marketing messages to get a glimpse of what your response rate percentage will be. If you lean in the direction of “No,” rethink your offer, the direct marketing channels used, your cost of goods and sales, and each point within your direct marketing program that may be questionable.

Summary

If you are new to direct marketing, there are other tactical tools, you can add with the various methods above. The more you use can eventually lead you to the goals you have in getting a higher response. Here are a few additional articles you can use to help you develop your own ways to measure and get a better response rate.

ONE.

10 Ways to Catch Big Game… while correctly building a database that works!

It’s a Jungle Out There!

In a jungle of leads, finding the right lead to an eventual sale, takes your lead out of the jungle and into to your database, or what we call Camp Profit.”

It’s a well-known fact that companies that bind the power of client information using data management, improve their direct marketing performance and increase their chances for long-term profitability.

Here’s why.

TWO.

Email service providers can provide many measurement tools that are extremely helpful in your response goal. 

Looking for A Lead Generating System? That lives up to your first-rate expectations? ​

Email marketing, when used with direct mail, can be your lead magnet. ​

The first question that we ask a client was regarding the condition of their email list. The second question, how old is your email list?

Even when using a customer-contact management program or a CRM with an email list, without a strong policy to verify that the email address is updated, is iffy at best. If this is the case, send an email requesting to update contact information. Some people will answer, but your email provider will send you:

  • did not open,
  • forwarded,
  • bounces,
  • spam reports and
  • unsubscribed.

Click to read the article…

THREE.

Easy Testing Tools for Your Direct Marketing Tactics…

For use in email, social, direct mail or any other channels of choice.

One of the reasons direct marketing is recommended to use with today’s many communication channels is the ability to test. Testing allows adjustments to be made creating an increase in your marketing dollars.

While there is a lot of creativity that goes into writing and designing communications, testing should be a careful and disciplined process. Here are a few ideas to ensure that you are testing properly and reaping the rewards of more effective and efficient direct marketing tactics.

Click here for Part One

Click here for Part Two

FOUR.

The Heart of Any Direct or Digital Marketing is More Than a List of Names…

It’s a major element for your marketing success.

Lists grow. Some by duplicate records. Sometimes they grow one record at a time. At other times, they grow because your customers are growing. Maybe you decided on bringing two list together and combining them into one.

When two lists are combined, they bring with them the phenomenon of duplicate records. The costs of two letters or mail pieces going to the same recipient and twice the postage is wasted.

No sooner than the time it takes to reach your mailbox, all digital skeptics reached for their can of “All-get-out traditional advertising” to rid them of all bad marketing thoughts. Am I this naive to assume the digital crowd has lists of buyers, customers and prospects? How do they communicate with their customers?

OK digital geeks, I will not tell on you, so keep reading to learn how to make your lists produce better marketing results.

Click here to read more.

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing!

Check out are marketing evaluation program specifically designed for a small business.

It’s like having another oar! Better yet, more profit!!!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos, Astrology Blogger or Website© innovatedcaptures and A Fortune Like None Other© robtek

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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