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How to sharpen your copywriting…

and learn how direct marketers elaborate using the most important (fill in the blank) _____________.

The Hall of Fame of Great Sales Letters is filled with examples of effective sales letters – the pivotal component of almost every direct marketing and mail program. They also work well with email, websites, landing pages, digital marketing, and social media.

So, what can we gain by studying these great sales letters of all time?

Let’s see what they have in common.

Some of the best writers believe in setting the stage with a slow build up or by developing a logical argument and rationale.

However, the top-prize winners in the Hall of Fame almost always promise the most important benefit or payoff in the headline, opening sentence or first paragraph. This states exactly the offer and what the reader can gain from it. Think about it. It’s hard to go wrong by leading with your strongest and most important reader benefit.

Immediately following the opening paragraph, the Hall of Fame letter experts expand on the most important benefit expressed in the opening. This is critical. After all, a great opening need to be supported. So, these letters or any other marketing message, elaborate on the most important benefit before moving on to lessor claims.

Then, the experts tell their readers exactly what they are going to get. No questions are left unanswered. In fact, the copywriting that doesn’t make it to the Hall of Fame lack specifics on basic features – size, color, weight, sales term, and so on.

The copywriting experts always back their claims.

Hall of Fame copywriters understand that today’s prospects are inundated with messages and skeptical about advertising. So, these copywriters back their own statements with third party testimonials or in a list of satisfied customers. When they do, everything they say about the validity of their offer becomes more believable.

Next, they address the issues of fear and lack. The writers tell their readers what they stand to lose if they don’t act now. Think about it. People don’t like to be left out. They don’t like to worry, so the Hall of Fame writers incorporate an understanding of the powerful influence of this human trait.

Before closing their copy, the experts summarize the primary benefits from their opening lines. The stronger the benefits, the more they know they can persuade a reader to respond and say. “Yes.”

Keep stirring the action.

Finally, the Hall of Fame writers strive to kick up the action – to obtain a nearly instantaneous response. Experience writers, mailers and direct marketers know that once a letter is set aside for later consideration, they’re out of luck. The window of opportunity is closed. So, the experts always wind up with a call for action now – and a logical reason for their recipients to act immediately.

In this article, we talked about Hall of Fame writers and sales letters. Good copywriting is the key for convincing people to buy your product. Today, we have more channels of communication to reach more people. In the era of digital marketing we now reside in, good copy and using the techniques of direct marketing presented in this post, can win over a customer.

Summary

The fill in the blank answer is your product and service benefits. Today, you are learning more about your customers. The customer data collected may be full of surprises, but none are better than a satisfied customer.

Another how-to guide using direct marketing and mail for a #SmallBiz success during 2017. Start collecting them now!

Teaching and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

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

Reach out now. New lower priced offers!

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. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

 

Deposit Photo © yellomello

© 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 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 list of buyers, customers and prospects? How do they communicate with their customers?

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

The correct answer is “deduping.”

So, you need to get rid of one of the duplicate records. And the answer is “deduping.” Or is it?

In the typical deduping process, one record is judged to be a duplicate of the other. One, often the older or the one with partial or less complete information, may be discarded completely.

For example, Jane Doe on Main Street may appear in two different marketing lists. However, one may include her email address; the other may contain her place of employment.

In a traditional deduping activity, one of the two records go away entirely in the time it takes to hit the delete key on your keyboard. This means that something will be lost – either the email address or the place of employment.

Is it time to use the blender?

Rather than throwing away an entire record, think in terms of bringing together information of both records in both databases – of gathering, consolidating and blending all information.

“A custom mix of marketing lists.”

Using your database techniques, you can combine two or more lists into a single, targeted database – a single blended database that has more value and more information. The blended database – now complete and accurate, and containing all available and relevant data – saves you time and money.

Deduping is often a viable strategy when you have two lists coming together for a one-time mailing. But, if your mission is to develop a workable database of prospects and customers, gathering and consolidating data will add significantly more value to your database.

You’ve read it here on numerus occasions it always pays to invest in data management to build a better database. In fact, this investment in developing and maintaining great marketing lists may be the best thing you can do to increase the overall effectiveness of any direct marketing activity.

If a digital marketer does not use lists, what’s their secret?

For a broader view of a #SmallBiz, learn what is important when putting your lists to work for you.

Another how-to guide using direct marketing and mail for a #SmallBiz success during 2017.

Teaching and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

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

Reach out now. New lower priced offers!

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. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

 

Deposit Photos, Sports silhouettes heart–© cienpies

© 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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If you only have 8 seconds to engage…

here’s a channel of communication that will always answer the call!

When you think of direct marketing using mail for advertising, you probably think of slick self-mailers, 4-color printing, multi-part envelope packages, and fancy dimensional pieces. But did you think of postcards? Not the ones you sent to family and friends while on vacation, but the ones you can use to entice more customers to buy.

Postcards offer a powerful but inexpensive way to market your products and services. They’re usually not the best way to sell something directly, but they’re great for getting people to “consider” what you should offer, such as leading them to a landing page.

Specifically, postcards are good for generating inquiries for information, boosting in-store traffic, getting more people to social media and bringing people to your website.

Direct mail might be in your future.

Here’s an idea to contemplate. Buy or lease a direct mail list of prospects based on your present customer segments and profiles in your CRM. BONUS: If you are thinking about using direct mail, this is good way to evaluate direct mail.

Today’s mailing lists have a variety ways to target, such as segments, or demographics, and more important, updated information on how, and to whom, providing another usage of additional personalization. Approximately, ninety-eight present of people or companies check their mail every business day, excluding holidays.

Let’s look at other ways using direct mail and a clean, updated house list.

First, postcards are first-rate for generating inquiries. If you have a sales staff or if your product or service is new, you know that people want information before they buy. So, the key is to identify who wants that information. In the business world, that’s called “lead generation” or “inquiry generation,” or “prospectation.”

Generating inquiries with postcards is simple. You prepare a mailing list of likely suspects and mail a postcard offering something for free, such as an information kit, brochure, consultation, or even a product sample. Don’t try to sell, just offer the freebie and get prospects to contact you. Now you have more prospects to give to your sales department, which is a great way to start building meaningful relationships.

Second, postcards can be used to boost your in-store traffic. If you are offering a new product or service, you can offer a deal when people bring in the post card. If you run a gardening store, maybe your postcard is a coupon for 20% off all mulch and gardening supplies.

Could you also run a print ad? Sure. But the postcard lets you target your dollars to people you know will be interested in your products or services, such as past clients or businesses within 10 miles of your company. “Just bring in this post card for your special price for the month of April.” A print ad can hit everyone in an area, and not a likely candidate for marketing success.

Third, postcards are great for bringing people to your website and social media. Some companies may prefer digital over print, but direct mail is still the best way to reach people. That’s because good direct mail lists are easier to lease than expensive email lists, which may get a lower response rate.

On your website, use a landing page with a brief description about your products or services, or if you sell products directly from your website, you can use a simple postcard to invite people to visit. You’ll get a better response if you have an offer of some kind, such as dollars off, a free demonstration, or even a contest.

Summary

Postcards are inexpensive when compared to other communication channels, easy to create, and highly versatile. If you’re curious about what postcards can do for your business, call us. We’ll discuss how to put this direct mail workhorse to work for you. And make you an offer you cannot refuse.

Another how-to guide using direct marketing and mail for a #SmallBiz success during 2017.

Teaching and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

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

Reach out now. New lower priced offers!

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. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

Hour Glass photo, courtesy  of Deposit Photo, ©Stanod

© 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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Here’s Another Reason How A #SmallBiz can Kick-Butt with Direct 2 Customer Marketing…

and totally focus on customer need and wants.

Our latest guide has what you need to succeed.   

I read somewhere earlier this week that people fear marketing. Not what they receive, but there is fear in creating a marketing program. I’m not sure if fear is the right word.

Dilbert is well known for his love of marketers like most people enjoy a toothache. Maybe that was not a good example since Dilbert is a comic strip. But the creator, Scott Adams, is right on with his marketing criticism.

Here’s a big picture remedy.

I was taught that a definition of marketing is composed of the four P’s – Product, Place, Price, and Promotion. Today, this is a wide brush explanation of marketing, but the word FEAR is not present in the four P’s. Here is a list of the four P’s as I remember them:

  1. Product – brand name, services, packaging and warranties.
  2. Place – distribution, channel and physical.
  3. Price – compared to similar products and services.
  4. Promotion – Advertising, personal selling (sales), public relations, branding, and packaging.

Which P is the one every person fears at one point in their business life? If you said promotion, you are correct.

Now, let’s look at each tactic of marketing promotion and see if we encounter FEAR. Promotion is comprised of 1) communication, to and from, and 2) many uncontrollable variables. No matter how you mix up theses four P’s, the customer is in control of the buying opportunity. Failure to see that, creates fear. So, does creating a promotional campaign.

Why fear.

Direct marketing techniques and knowing what customers like, are very useful to have in today’s marketing tactics of promotion. Ever wonder why someone didn’t make a purchase? Here’s how a direct marketer thinks.

Buying decisions are not made though reasoning and logic, but through the lens of wants, needs, interests, joys, “fears,” hopes, expectations, and regrets. Beyond the basics of water, food, shelter, clothing, and warmth, virtually everything people buy is based on fulfilling an emotional desire. Once you touch people emotionally, reasoning and logic are used merely to confirm a buying decision.

So, what are the specific wants people do have? To start with, people want to acquire things they don’t have enough of. That certainly can be a good reason, and depending on the product or service there’s that 4-letter word again: FEAR!

There are many more in this article located on our website, “The direct marketer’s menu of 49 Emotional appeals… and how to use them!”

The art of marketing.

Since marketing and advertising is an art and not a science, there are more ways to fail. When someone reads your advertisement, the copywriting must attract their attention.

The copywriter hands off the copy to the designer. The designer must remind the readers that they started reading the clever copy and is now mulling it over. “Then BAM” the designer hits pay dirt with a very clever design.

The knockout blow was the created offer from copy and design! The offer was too good to pass up. To a marketer, the advertisement was a success to some, but not all.

Experts who track these marketing and advertising methods remind us, on average the reader of your message gives it about eight seconds. The answer is a yes, no or maybe.

Today’s technology is giving marketers a multitude of ways of tracking, analytics to learn more each time a customer responds and a slew of channels to reach their intended audience. You can never have too much data, but you need a data detective to work the data and offer marketing a few new ideas.

Customer-centric marketing.

Customer-centric is about as close to a science you can get to in marketing. Talking with customers, using surveys, measuring customer satisfaction, learning spending patterns and even face-to-face interviews are at the forefront of marketing success.

Bigger vs littler?

Last week I wrote about the fortune 500 companies really starting to like digital marketing. Slinging their advertisements over the worldwide web, they hope something sticks.

SmallBiz cannot afford Big Company’s budget for marketing and advertising. Plus, slinging never works well within a #SmallBiz.

If you are a #SmallBiz, direct 2 customer marketing is a great choice. Combining direct and customer-centric marketing strategies is a great advantage. The more people in your company involved in marketing, the fear factor diminishes and the result is knowing more about customers and prospects.

And that is a good thing.

Teaching and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

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

Reach out now. New lower priced offers!

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. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 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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Here’s Another Chapter for Your Basic Guide to Better Marketing –

niche and target marketing equals higher advertising results.

Here’s why you can’t send the same message to every customer. During the heyday of direct mail that was a common occurrence.  Getting less than one-percent response rate for a mailing was also a common occurrence. Using the same marketing message sent to everyone is not good advertising. Especially you, the #SmallBiz

If you want your marketing to work 24/7, or at minimum having your message read, you need to change your approach to advertising. Advertising is a tactic of direct marketing. Add a direct marketing strategy with a strong focus on customer needs is key.

I’d recommend using both niche and target marketing as a learning tool.

Some people use the words interchangeably. As the promotional noise gets louder and more frequent, it’s wise to look at each one separately. The following two definitions work well for a small business that is beginning, or already using, a customer-centric marketing strategy.

A niche market is the separation of the total market on which a specific product is focused. Every product is defined by its market niche and usually a small grouping. Therefore, your niche market must be specialized, and built to survive among the competition from numerous companies.

For example, the I-Phone has a niche market for smart phones. People who enjoy a dark craft beer such as a stout or a porter, is a niche market.

A target market is a group of customers which adhere to a specific common denominator that a company can label as a specific group or segment.

Some of the more common segments are geographic locations, demographic, such as age or income, behavioral and psychographic, such as values and lifestyles.

For example, if you are selling an electric car, you should target by income and even geographically. If the price is comparable to an introductory auto, that’s another story.

Not every contact is the same.

football head fan during world cup

Not every contact in your marketing list is the same. If your firm is already customer-centric, you already know that. However, in 2017, is the time to dig deeper into your data. As your marketing team spends some time studying your customers buying behaviors, they must find a few unique ways to segment your niche market contacts and target market segments.

In a recent article by Tom Ryan, “Seven Marketing Automation Predictions and Best-Practices for 2017” published on January 5, 2017, in Marketing Profs he writes;

“2017 is going to be a huge year for customer retention as companies fight for attention in an increasingly crowded market. Users and prospects are going to have a lot of choice, and they know it.

Companies will need to improve their customer service and tailor their marketing efforts so that they offer personalized experiences. And companies will realize that marketing automation is a fundamental part of their broader marketing strategies.” *

Plan to use more and better data management.

Every contact management system will allow your team to build a profile of each niche market and segment the contacts on how they use your products and services. This procedure lends itself to an easier analysis for determining the best way to segment all contacts.

If you are new to niche and target marketing, the goal at this point is to come up with a few workable segments. Your future attention and time will allow you to make each segment you build a profitable one and add another as needed. And update the older ones. Maybe even uncover a niche market.

Set goals for the segment process.

As with anything good that comes from great marketing campaigns, it takes time to nurture a contact. The nurturing process may require added relevancy message for some contacts than others.

Using a specific segmenting process for your company helps to break through the promotional noise, and for each contact, to become better acquainted with your #SmallBiz.

Do you use niche and target marketing?

Summary

More information is contained in the following links –

Customer-centric marketing strategy    

Looking for a lead generating program that lives up to admirable expectations? 

How to catch more customers… 

* Copyright © 2000-2017 MarketingProfs.com https://www.marketingprofs.com/articles/2017/31350/seven-marketing-automation-predictions-and-best-practices-for-2017

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

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

Reach out now. New lower priced offers!

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. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 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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If business growth is all about your sales or marketing…

which one adds more to the bottom line?”

In a small business environment, the answer is simply— they both do. But that may change.

Let’s start at #SmallBiz marketing.

First, the purpose of all marketing is to motivate a prospect, client, or customer to act:

to call, order, buy, request information, visit your store, or whatever — to take the next step.

In this fast-paced, highly-competitive world of ours, making this happen isn’t always as easy

as it looks. The reason is that it takes a tremendous amount of planning and implementation

expertise to make a great response occur.

Your mission as a business owner or if you manage the company marketing, is to coordinate all the elements that lead to a successful campaign:

  • data,
  • lists,
  • copywriting,
  • visual impact,
  • testing,
  • timing,
  • frequency,
  • offers,
  • personalization,
  • postal rates,
  • website,
  • landing pages,
  • marketing automation,
  • automation compatibility,
  • social media,
  • and on and on.

Regardless of how much you market or how often you maintain communication with your customers, you’ll always want to seek professional guidance.  Why? Look again at the list.

Our list can easily cover additional tactics which would make the list even more daunting. It’s a good idea to have a direct marketing check list for each advertisement and marketing project you deploy. A “check list” can help you to achieve the greatest possible response to your direct marketing campaign, and achieve the best return on investment.

Sales and marketing.

Today, the future success of an organization’s marketing and sales planning is based on its business growth and development strategy. The strategy is a blend of marketing and sales that has evolved over the years providing results to keep the business growing. But somewhere down the line, business growth became stagnant. Now, when the company finds a new customer, an existing customer somehow disappears. It becomes more difficult to meet business growth goals.

Already, in this first month of 2017, a variety of webinars and content offers appeared telling us about the new “sales approach.” Yes, the business world is always changing, and so is marketing and sales. That was and is expected for the immediate future.

The best prepared companies are the ones who place a high value on a customer-centric strategy. There is more interaction with their customers and prospects. Change happens in their marketing and sales efforts, while not missing a beat.

#SmallBiz sales.

A first-class business growth and development strategy for a small business sales team is built on four basic business building blocks. These are:

  1. The business must have a complete understanding of their customers and prospects needs and wants, and sells them the products and services to meet them.
  2. A successful sales growth strategy requires a focus on the basic skills of prospecting, lead generation, and selling.
  3. A business must define “what is a sales lead” and what are the steps to take to nurture the lead into a customer.
  4. Provides a customer service strategy that encourages more and repeat business.

As noted above, some small businesses do not excel at both sales and marketing. A frequently used tactic is changing their sales approach in the short-term to increase cash flow. Though, it may work in the short term, problems are never solved relying on this tactic.

The correct answer for an increased bottom line is— 

So, the answer for the business owner lies somewhere in the “blending of sales and marketing.” To succeed, a business must envision marketing as a business development technique— a broad brush approach to build a business through a variety of marketing channels, including the sales team.

Summary

Sales and marketing in the business world always had a tough time working together for the good of the company – for example, revenue! I’ve worked in both for a very long time. It’s easy for me to see how they should coexist.

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

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

Reach out now. New lower priced offers!

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. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 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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Do you know building better customer and prospect relationships…

will open many new opportunities for success!

How many soliciting calls do you get in a single day? If you have a good phone screener, probably not a lot. As I talk with other business owners I hear similar responses.

  • Someone mentioned they all turned to email.
  • Another said she found a lot of selling on Twitter.
  • Another told me there are way too many ads popping up on his computer screen.

Maybe I am seeing an opportunity. The opportunity I am talking about is using time to build better relationships with your customers. Or even better, solidify some less than better relationships with your customers.

If you recently deployed some exciting and relevant direct marketing programs, now is a good time to follow up and share.

Why to consider better follow-up.

Whether you follow up in person, email or on the phone, our human nature and our curiosity pushes us to want to know that our prospects received the communication we deployed, that they reviewed and read it.

So, naturally the first question that often comes to mind and the first one that comes out of our mouth is, “What do you think?”

It’s a good question. However, it’s a wide-open question. It’s so wide that it opens the door to hearing things you may not want to hear.

  • “I don’t think it’s legal.”
  • “I don’t have time?”
  • “Who are you? Oh, you need to speak with Tom. Click”
  • “I know all about that. It’s a pyramid scheme that began down in Nigeria. They take your money and you never hear from them again.”

Okay, that last one was a stretch.

However, by asking the question, you’re asking your prospects to analyze and critique your offering. This is something you may not want to do. Your prospect’s may not be qualified to give you a truly educated answer.

You’re asking your prospect to enter a conversation or discussion about a product or service they know nothing about.  Even worse, a “what-do-you-think?” answer can take you off on a tangent that is totally irrelevant to your product, your sales message, and your opportunity to increase relationships.

Instead, try asking your follow up questions this way: “What do you like best? What do you like best about the new program? What do you like best about what you’ve read, about the product, the offer, the service or the idea.” When you ask in this way, your prospects come right out and tell you their “hot buttons.” Now you are building a better way to a budding relationship.

  • “I liked the color choices.”
  • “I liked that free return and my money back with no questions asked within the first 45 days after my purchase!”
  • “I liked that five-year warranty.”

Then, just as the Apple Store opened their doors for the brand-new I-Phone, an opportunity opens for you to sell those positive factors that your prospects find so appealing. You reinforced their “like” instead of handling objections.

Summary

Give it a try. Then let us know what you like best about using this strategy. By the way, do tell us about how many new relationships occurred using this strategy.

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

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

Reach out now. New lower priced offers!

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. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 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 Catch More Customers…

with the right marketing questions.

The small business market can be a challenge for many suppliers of products and services. Some people prefer to go after the bigger fish. Their reasoning usually centers on, “small business is such a waste of time. There’s more money to make working with larger companies.”  Yada, yada, and more yada. Plus, you’ll need the extra money for aspirin.

For some business people, it’s their personal satisfaction. In simple terms, any small business providing a beneficial product or service to the marketplace, may need outside expertise to build a better business. If it was easy to operate and grow a small business, everyone would have one.

Most rely on an accountant to keep the books sparkling clean. An attorney to guide them through the legal system. Many small business need marketing and advertising to grow their business. Usually when they are churning of customers daily and losing repeat orders from existing customers.

Every business, at some point, needs outside expertise. 

Attracting new customers is usually rather high on the to-do list of any small business. But advertising in the wrong place is not a solution. Others have a hard time finding a niche market and waste a lot of money going after a niche market the wrong way.

If you provide a product or service for a small business always strive for a “working relationship.” Take some time to learn more about their small business. You may provide a spark for a new idea. And then, they may need more of what you are selling.

If a small business has a good product and/or service to sell, that is a leading indicator for success. More than likely, the small business owner probably has a desire to grow the business even more.

A customer-centric marketing strategy helps you sell. For more info, click here or on the illustration.

This blog regularly discusses a customer-centric marketing strategy for a small business is a smart move in today’s business world. A quick definition is – to understand why the customer buys, how a customer uses the product or service, and what other need(s) the product or service can resolve. Sounds simple enough. Being an outside provider to small businesses, it can serve you well.

Another way to look at this is thru your “customer service.” So, ask yourself, do you really provide great customer service or are a few pieces missing?

When you talk with the small business owner simply ask, “What else can I do  to serve you better?”

Together, you and the small business team have the winning prescription to keep you and them, grow healthy for as long as you both like.

Thanks for reading. I’m available to answer your questions and share with you the right path for success. 

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

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

Reach out now. New lower priced offers!

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

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 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 Build Your Small Business Marketing…

the right way bringing you amazing results.

There are a variety of practical steps to take for better marketing and advertising your company’s products and services to your prospects and customers.

Building your marketing and advertising is like building a home. There are many pieces, some equal in use and some are unique. The result is a very practical home meeting the needs of many people.

Today’s post is a walk-through of what you can build for better marketing results in 2017 and beyond. Even digital marketing. Social media. Just about anything you can think of to get a message to your customer, creating a reaction to purchase with an offer hard to refuse.

Keep in mind: There are no magic bullets, wands or séances in marketing and advertising. When you try to sell anything, you are dealing with another person. For example, why does an advertisement, when sent to your customers for a second time, have such different results? You’re not a mind reader, but analytics can give you a few ideas why.

You need a strategy on how you plan to sell your products and services to. You’ll need more than one strategy to reach as many people as possible.

First, I recommend using our direct marketing strategy. Direct marketing means just that – sending a relevant message directly to a prospect or customer who more than likely will make a purchase.

As the sales start to trickle in, strategy two, a customer-centric marketing should already be in place. Look at your product and service features. Now sell the benefits and not the features.

Based on what people purchased and how, start building customer profiles.

Don’t overthink when it comes to customer profiles. Start with simple goals. Capture a little customer data, analyze, test and record. Keep in mind – the value of a customer-centric marketing strategy is –

“Taking the time to listen to, talk to and understand your customers. In time, it can greatly increase your marketing results, customer acquisition and customer retention.” MarketingDoc, CMO, Marketing Communications Group, Inc.

Our definition is – Customer-Centric Marketing means to fulfill all the needs and wants each customer expects, with a passion to succeed, provide an extra step of service and do it all with a smile, and a strong value proposition to keep customers coming back.

Summary

Data Management is critical when using both direct and customer-centric marketing strategies. Without data management, everything else you built in marketing, is wasted.

Secondly, if you don’t record your data correctly, you’ll never meet your goals. Today’s marketing automation tools and CRM’s are easier to use. You no longer have any excuse not to use one daily.

Thanks for reading. I’m available to answer your questions and share with you the right path for success. 

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

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

Reach out now. New lower priced offers!

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

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2016 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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Long Reach – Straight Reach – Goal Reach – Reach Out

Or how to reach your advertising response rate goal which is surely needed.

The old time boarding house of the early 1900’s introduced something called “the boarding-house reach”– the distance you could stretch your arm across the dinner table to grab a slice of fresh bread or the butter without asking any of the strangers at the table to pass it to you.

To have a good reach meant that you could pick up just about anything on the table with considerable finesse and anonymity.

Funny thing, reach has a variety of meanings. Like, to reach a contact with or communicating with an old friend or customer. Or, the rental property we stayed in on our vacation last summer, reached the shore.

If you are in sales, to aggregate or amount to as, “Benny’s sales reached over a million dollars for the third year in a row.

Or in sports, “the field goal kicker for the Chicago Bears, kick reached the cross bar and cleared it by inches, reaching their first victory of the year.

The word reach is constantly knocked around about a hit or miss of a marketing goal.

In marketing, people think about the reach of their advertising message, on about how far they can go, too. Marketing and advertising people think in quantitative term of distance and numbers.

Reach, however, has as much to do with going to the right place as it does with going to distant places. And so, the lesson for direct and digital marketing isn’t really how far you go, but where you go.

When you target wisely, you are defining reach in terms of the right place – getting your message into the hands of those customers who are likely to make a purchase.

How long before the message reaches the target?

Simply, targeting may be geographic. Targeting may have to do with income, lifestyles, previous purchasing history, and so on.

The goal is to determine the right direction, and then see how far that will take you and your team.

Developing a good reach begins with profiling, with analyzing your existing customers to pinpoint those economic and lifestyle factors that are associated with your best customers.

Sharpening your reach requires commitment, practice, experimentation and on-going testing. The more data management you have with marketing, advertising and customer profiles is just the beginning. If you are not using analytics to find how and why customers react to your advertising message, you’d better start now.

Like shooting an arrow from a bow, the more you and your team practice, the better your aim – in terms of both accuracy, distance and starting to know how your customers will react to your marketing communications.

If there are any questions, “Reach out, I’ll be there,” to answer your questions.

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

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

Reach out now. New lower priced offers!

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

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2016 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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