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When looking for a graphic design concept, remember this old rule…

GraphicChoose one and only one!

With all the personal computers, tablets, smart phones, apps including design and graphics, everyone has an opportunity to become a graphic and digital designer literally overnight.

For example, anyone can visit a royalty free photo site, pick up a copy of Photoshop, check out some nice typestyles on their computer, PC or Apple and even select a Google Font or two, CreativityWeband design away. Easy to acquire. Now comes the hard part.

Wait a minute. This can’t be right.

The above is truer today than ever before. The ease of accessibility of design elements often brings with it the temptation to use everything available. Yes, even the kitchen sink.

Yielding to this temptation is okay, as long as you do not try to use it all on one direct marketing channel. When desktop publishing was all the rage in the mid-nineties, our graphic designer adhered to a very simple, effective design strategy called “Choose one!”

  • Choose one typeface style for your headlines.
  • Choose one typeface style for your body copy.
  • Choose one style of border.
  • Choose one thickness of line for boxes or rules.
  • Choose one style of art, photographs or graphics.

Then stick with what you chose.

Check out this type style example from the archives.

BrandingIf you decide to use Garamond for your headline, stick with Garamond for all your headlines and subheads. Use Garamond Extra Bold for the main headline. Garamond Bold Italic for call outs and Garamond Medium in all caps for headlines.

Then keep all your main headlines in the same type size. Do the same for your bold italic callouts. Always remain consistent and avoid the temptation to try different design elements.

If you have questions on font selection, take into account the intended audience, your own brand identity and the surrounding color and design.

So, unless your document will be read only in print or on a PDF, keep it simple and only use widely available fonts.

Many of the best designers are simply the best because they show restraint and discipline by adhering to this principle.

The beauty of this tip from the past is that it is so simple. Try it the next time you design something for a direct marketing or mail offering on your own and see how it gives you a more professional look. Your response from the mailer may reach new highs as well.Printing

How can I help you? call-to-actionWebSway
Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

Need help? Just ask in the comment section or email answerme@dmcm.net.

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Don’t procrastinate, eValuate.

 

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

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

Or, grab a free copy of Direct Marketing Success today!

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© 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.

 



Marketing communications to customers today need to be stimulating, compelling, intriguing and irresistible…

IntoPathFinalV2WebDoceven more than that, here’s how to make them happy as well.

I love the saying “All Marketing is Direct.” Why? The saying boils down to the smallest number – one customer. Knowing more about customers enables you to place one in a customer profile of like customers.

While in a research mode, I stumbled on a growth hacking article, titled “Nine growth hacks any small business can implement, by Nate Desmond, October 2015.”

What is growth hacking?

From Wikipedia, the free encyclopedia – Growth hacking is a process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business. Growth hackers are marketers, engineers and product managers that specifically focus on building and engaging the user base of a business.

seepingWeb

In addition, Mason Pelt points out in a 2015 article on SiliconANGLE.com,The goal of any marketing should be long-term sustainable growth, not just a short-term gain. Growth hacking is about optimization as well as lead generation. Imagine your business is a bucket and your leads are water. You don’t want to pour water into a leaky bucket; it’s a waste of money. That’s why a true growth hacker would care about customer retention.” [5]

Getting back to the article by Nate Desmond, at the end of the article, he closed with:

“Each customer is different so giving them custom offers based on their interests will help you dramatically improve conversion rates.

All these hacks are powerful and can help you improve conversions, but growth hacking is actually much simpler. Tactics help, but the best products win by making customers happy.  If you can make your users happier than a bull in a china shop, you will see sustainable growth. Focus on building a product that hooks users and then use marketing to grow even faster.”

Any small business using only one channel to communicate is…

MultiChannelLeaving many potential customers for your competition to feast upon. Yes, Nate described all nine growth hacks, but each depend a lot upon your collected customer data.

Data collection and building customer profiles is no longer for only the biggest companies to use in their marketing. Why?

  • Knowledge keeps evolving and so should you.
  • Marketing never ends.
  • Technology never slows down.
  • Marketing is always under siege of change, just like your customers.
  • Without good data management how do you keep data current?

You don’t.

Build a product the makes customers happy.

customer-setMarketing people are learning to use technology that increases customer satisfaction and inspires new capabilities to reach more customers.

The critical path for executing for growth and customer satisfaction, includes two distinctive winning marketing strategies – Direct and Customer-centric marketing.

Look over your product line. Does it make customers happy? Does it provide them an opportunity for a better life?

Successful small businesses use a similar marketing opportunity for growth.

I once had a client tell me “I have tried everything to collect customer information, but clearly never enough or poorly collected data for building customer profiles.” If that is your answer, consider the tried and true method of direct marketing – make each customer an offer they can’t refuse.

Understand what you are Really Selling.

This may sound like a silly statement, what you are selling may be very different than what you think it is. The key is to focus on the payoff or reward more than on the product or service.

Many advertisers fall into the silly habit of dwelling on specifications and other jargon. Place all that in small type and emphasize the benefits, payoff, and rewards. In fact, bring them center stage in your copy by using big, bold letters and corresponding visuals.

Tell your prospects and customers exactly what you want to do.GoodDeal

You don’t need to be bossy with prospects and customers, but there is much to be said for telling them exactly where to go and what to do. When you want your prospective customers to respond, tell them exactly what you want them to do.

If you want them to call, go to a landing page, or send an email, tell them in big letters. Be colorful with a call-to-action.

An offered reward for trying your product or service, such as order all 7 for only $39.95, saving over $50, expires on June 29th will get your reader’s attention. Prospects and customers like options, and you want to give them just enough to choose from. In other words, give it to them in a way that is easy to follow and makes it easy for them to respond without slowing them down.

Summary

No matter what type of marketing you prefer, hacking, direct, customer-centric, or paid advertisement, you’ll get your best response having a focus on your customer needs or wants. Data, collected and recorded, is the glue holding each one them together for a successful marketing program.

Give it a shot. You have nothing to lose and probably, more prospects turn into customers.

How can I help you? call-to-actionWebSway
Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct journey today.

Need help? Just ask in the comment section or email answerme@dmcm.net.

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Don’t procrastinate, eValuate.

 

 

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct. Or, grab a free copy of Direct Marketing Success today!

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© 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.

 



How to Create a Question That Gets An Answer

It pays to learn as much as you can about your customers. QuesWeb

Rule of the many Direct and Customer-centric marketing strategies that pay.

Good copywriting in direct marketing can depend on what you know about your customers and the industry you serve and rely upon.

In social media, such as Facebook, the copy maybe quite nonchalant. Or not.

Posting on LinkedIn requires a business style, good grammar and punctuation.

If your company sells a commodity the copywriting must be salesy, offer a special price and an offer date when the deal ends.

Don’t Ask Questions, Answer Them!!!

When it comes to writing good marketing copy, just ask. All of the above may not even pertain to any of your customers, but you are never alone when you use a simple question to get an answer.

Questions get people to stop and think, and hopefully ponder the question and only then, they answer your question.

However, not everyone takes the time to thoroughly think through the question and reason through the answer. So, the next best option is to help them out.

When you ask a question in your copy, answer it!CCM

Become the thinker and do the work for your reader. Here are several short examples that show how the technique works:

  • “Why should you take advantage of this unique opportunity we are offering today? Because our new extended service plan is loaded with six key features that will save you money every time you call.”
  • “Thinking about how helpful it would be to break free from the constraints of one-size-fits all? We put the power to decide back in your hands and give you the choices you’ve been asking for.”
  • “When you fill in the brief questionnaire and send it back to us, we’ll extend the warranty for another six months.”

See how the rhetorical question can work for you? We thought it might.

By the way, when it comes to questions, the ones you probably don’t want to ask are those that allow readers or prospects to answer “No.” It’s a cop-out for an opt-out.

We like questions that pull the reader into the copy and get them thinking a little. Give it a try. You’ll be surprised on the good answers you will get.

Do you feel you know just enough or not enough about your customer’s?

If you never directly asked your customer’s questions, this post is a great way to get you started and into a good habit.

How can I help you? call-to-actionWebSway
Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct journey today.

Need help? Just ask in the comment section or email answerme@dmcm.net.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, All Marketing Is Direct.

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DocTake4Web Grab a FREE copy today!

© 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.



Copywriting for a direct marketing strategy to entice people to buy…

StepbyStepis rather logical after walking in their footsteps.

Lead generation is a series of steps that will keep you one step ahead.

The purpose of all b2b marketing –– strategic direct marketing included –– is to motivate a prospect, client, or customer to take action: to call, order, buy, request information, visit your store, or whatever –– to take the next step.

YellowFeeWebtWhen it comes to developing effective direct marketing, there’s a strange but true corollary: People don’t buy things; they buy opportunities!

They don’t buy stuff for the office or paraphernalia for streaming programs on the internet quicker; they don’t even buy gadgets, services, or ideas. They buy opportunities — special deals, promotions, deferred billing, get-acquainted offers, long-term financing, easy payment terms or anything else your customers think is an opportunity, that can entice your market to buy.

That’s why, when it comes to direct marketing, it’s important to spend as much time talking about opportunities as you do about the products or services you sell.

In this fast-paced, highly-competitive world of ours, making this happen isn’t always as easy as it sounds. The reason is that it takes a tremendous amount of planning and implementation expertise to make that response occur.

This is not rocket science, just basic logic. Before you land on the moon, you do more than count backwards on the launch pad. You need to plan and consider every step from building the rocket, programming the computer guidance system, and fueling.

The focus is always on moving ahead to the next step.

JrFeetWebYou want to move your prospects logically from the first step to the next in the same manner. When prospects respond to an initial solicitation, this qualifies them for the next step. They are encouraged to buy in. This makes the next step easier for them – and for you.

In most selling scenarios, there are three or four logical steps that all prospects move through before they make their decision to buy from you, which is the final big step. Take a close look at what your prospects have to do before they become your customers. Personalization or a relevant sent message comes to mind.

Then, let your direct marketing activities lead prospects logically through each step. Eventually, you’ll find that this is absolutely critical for success. When you maintain a logical progression through each of the earlier steps, this final big step is easily accomplished.

OrangeFeetWebLooking for additional small business direct marketing ideas?

“This threesome has the power to grow your business as much as you would like.”

“3 Tips to Boost Your Customer Retention.”

Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

Take our All Marketing Is Direct journey today and then call or write your questions and send them to answerme@dmcm.net.

“Together, Innovation, Motivation and Collaboration is the Now.”

MCGTwitBorderNeed help? Just ask in the comment section or email answerme@dmcm.net.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

Visit the new DMCM and take the “ALL MARKETING IS DIRECT” journey.

Don’t procrastinate, eValuate.DMCMnetV4a

Sign up today for our monthly email, All Marketing Is Direct.

It’s here, our new monthly publication…

DMS LOGOV10

DocTake4Web Grab a copy today!

© 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.



6 points to help you finally crack the code,

B&WDirectMailWeb2why all marketing is direct.

Learn the six points of value that successful small businesses call “smarter marketing is all direct.”

The group at DMCM taught many company managers or owners that direct marketing with the US Mail was not complicated when you followed the basics. One customer compared this to the phrase, “it’s not wise to jump into a pool of water without checking the temperature or its depth.”

Take a good look at the direct marketing illustration. If I tell you the collection of fundamentals and techniques is just the beginning of learning direct marketing, you will see my point of starting with the basics. They prepare you for additional learning.

Our focus as a business is to assist small businesses and customers to understand and learn smarter marketing. Our approach for the use of coaching and teaching our direct marketing knowledge is a game changer.

“Marketing is a consistent delivery of value based on ongoing listening and meaningful engagements with customers.”

Point #1. Your customers are fickle.

HuhA long time ago, our agency went after potential customers by building what we thought at the time were good customer profiles of companies who needed our services.

A couple of sales letters were written to test our assumptions. Each letter was followed up with a phone call to see if our profiles made sense and, or if, the assumptions were out in left field.

Then we used collected information from the phone calls to fine tune our profiles. Would you believe me if I said our results led us into a different direction?

To be a successful ad agency selling marketing services to small businesses, learning each customer’s needs, was logically the first point

Point #2. Marketing is subjective.

EmalVsDirectMail copyAs the agency moved forward, more customer assumptions were made and tested with our target market profiles. I learned early on in my research, change in the small business market was the only constant.

Our agency learned how valuable it was for any small business to maintain a customer focus, learning more about them and heir needs.

As the agency grew, many different small businesses in a variety of industries, used our marketing services. Each one of our clients taught us how important it was to keep pace with change and react to change with an appropriate response.

Today, with better testing and a slew of analytics from a variety of channels, the information is obtained much quicker, and better!

Point #3. Invest wisely.

shovelSpend time and money to learn how marketing works for your company, for each market you serve. If you serve a variety of industries, your customers will advance your marketing goals each and every year.

What you will learn is the importance to know as much as possible about your target customers, while using a variety of communication channels and sharing your industry knowledge with them. Leadership and trust are very important elements of B2B marketing.

Point #4. Customer value can dictate your marketing offer.

A_Chest_of_GoldCustomer value should influence more than just the format of your marketing communications. It should dictate what you offer – an app for healthcare or a new product to disrupt an existing industry.

Customer value should affect how often you communicate with prospects and customers. Customer value can affect your direct marketing strategy.

Point #5. Do something different.

In the early 90’s, a charitable group, wanted to raffle off a brand new house. They needed to raise a half-million dollars within six months for helping with the eradication of polio.

Greenbacks-flowingInstead of doing the ordinary and requesting $100, $250 or even $500 from their members, they did something different. They sent out a letter to the many home builders in the area, with an idea to build a quarter-million-dollar home at a reduced price, for the charity.

For example, each summer the areas builder’s association asked each local home builder, to construct a model home of their choice, in the newest area for development. The location was always in an area where population growth was increasing and plenty of newly  built homes would be available. The builder’s association used the charities marketing idea as a magnet for drawing as many people as possible to the location.

Our goal working with the charitable association’s raffle, was to sell a maximum 5000 entries, at $100 each. The established deadline date was to coincide with the opening of the builder’s association presentation of the latest in new home construction. The charitable organization’s raffle name, The House of Dreams, became a big draw for all involved.

Approximately one week before the raffle and opening of the model homes, slightly less than 3000 tickets were sold. The raffle committee of the charity were frazzled and resigned themselves of not reaching their goal.

Point # 6. Customers will tell you many things, but some of the best are from their reaction.

At the deadline date, an amazing thing happened. When a deadline is approaching to win a brand new $250,000 home for a $100 chance, there was a mad rush near the deadline to get a ticket. With only 5000 tickets avaiable, the odds were better than most raffles.

The charitable association met their goal and then learned they could have sold more raffle tickets. Over 7,000 entries were received and all over the 5,000 mark were returned.

Summary

PrescriptionWorking with someone who understands the value of direct marketing and a business owner who is an expert in what he or she does, that’s two for success. Point is, that’s the benefit of a coaching and teaching model.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

Take our All Marketing Is Direct journey today and then call or write your questions and send them to answerme@dmcm.net.

 

Please share with others, except of course, your competition.

“Together, Innovation, Motivation and Collaboration is the Now.”

MCGTwitBorderNeed help? Just ask in the comment section or email answerme@dmcm.net.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

Visit the new DMCM and take the “ALL MARKETING IS DIRECT” journey.

Don’t procrastinate, eValuate.DMCMnetV4a

Sign up today for our monthly email, All Marketing Is Direct.

It’s here, our new monthly publication…

DMS LOGOV10

DocTake4Web Grab a copy today!

© 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.



Four building blocks to a first-class small business growth and development strategy…

4Ideas4GrowthAnd other ideas that will encourage and surprise you.

“If business growth is all about your marketing and sales effort, which one adds more to the bottom line?”

And the answer is in the next few paragraphs.

Here is a bonus question. What year did this article appear in Direct Mail Success?

Most small businesses are very good at one or the other but rarely very good at both. The reason is a blurring of the role of marketing and sales in a small business.

In today’s small business climate, I believe more of the impetus is placed on sales. I do not have any data to support my sales answer, only observations over the years.

Email may be a good communication channel for both marketing and sales, but someone selling hundreds of thousand email addresses, only means more spam in our email in-baskets. Doubtful answer.

There are more papers, presentations, hot customer lists to buy and messages shouted from the mountain top from many of the largest corporations vying for your time. Doubtful. A content marketing strategy is more complicated.

Even some of the advertisements I see or read about are not benefit specific, but hoping someone in the mass of people will respond. Doubtful. This is not cost effective and many are still shaking their head why for trying.

So depending on which one the management team is comfortable with, it could be one or the other, or usually, which tactical tool costs the lowest to initiate. Small budget path is littered with broken tactical tools.

The most logical answer is:

“Either one will grow the business if management makes sure there is a strong commitment, of people and money, to the sales and marketing effort.

 Don’t be a copycat. 

OverThinking_webToday, the future success of an organization’s sales is based on its business growth and development strategy. This strategy is a blend of marketing and sales that has evolved over the years that provide results needed to keep a business growing.

But somewhere down the line, business growth became stagnant. Eventually when a small business finds a new customer, an existing customer somehow disappears. It becomes more difficult to meet business growth goals.

In my experience, a first-class business growth and development strategy for a small business is predicated on four basic business building blocks. These are:

  1. The business must have a complete understanding of customers and prospects needs and wants, and sells them the products and services to meet those needs and wants.
  2. 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.

So, why is business growth and development more challenging today?

Because a large percentage of businesses will increase their sales activity which is a hopeful solution and is not based on a defined growth strategy using the tools of direct marketing. (Remember: the sales process is a tactical component of marketing).

As first noted above, most small businesses usually do not excel at both sales and marketing. Most businesses turn to sales because that is a short-term effort that brings results only in the near-term.

The correct answer to “why is business growth and development more challenging today” is a click away.

This article was written in 2???

Click here for the answers and ideas to move your company toward better customer growth.

 

 

Please share with others, except of course, your competition.

“Together, Innovation, Motivation and Collaboration is the Now.”

MCGTwitBorderNeed help? Just ask in the comment section or email marketingdoc@live.com.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

Visit the new DMCM and take the “ALL MARKETING IS DIRECT” journey.

Don’t procrastinate, eValuate.DMCMnetV4a

Sign up today for our monthly email, All Marketing Is Direct.

It’s here, our new monthly publication…

DMS LOGOV10

DocTake4Web Grab a copy today!

© 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.



Your customers are special, right?

customer-setIt’s gut-check time to check it out.

PersonalizationCustomers are special. Everyone loves them and everyone wants more. Companies do not usually turn away someone who wants to be a customer. After all, out of billions of people, only a few choose to do business with you.

Hopefully, when you look at your customers after reading the above paragraph, you’ll never think of a customer as an inconvenience again. Instead, you’ll see them as the ultimate advantage they are, and treat them like gold. If not sure, please read on.

Many of the direct mailers I read about in social media or communicate directly to, are finding some of the past customers and prospects are turning back to mail. From the planning stages of direct mail to the data analysis of the mail, direct mail is still the flexible, versatile communication channel you need to connect with customers and prospects.

Why direct mail now?

Trust. Once the envelope or package is sealed and mailed, only the recipient gets the opportunity to read or see what is inside. When the letter or package is personalized outside and inside to the recipient, there is a greater chance it will be read.MultiChannel

If you’re not new to business, direct mail probably helped you locate new customers. Using direct mail helped you share all the benefits your products or services provide. Once a connection takes place with the recipient, it helps you to determine just how serious your prospects are and how much they will spend.

Next, when a prospect becomes a customer, direct mail and any other communication channel the prospect may prefer, helps you build a lasting, long-term relationship.

For example, you can offer them a special sale using direct mail that tells them to visit a personalized web landing page, a Facebook page or any other marketing communication channel. The key point is other channels may not always connect with a customer, but the mail lands directly into the in basket.

Key takeaway

ProveItRemember no one has to do business with you; they choose to. In its own certain way, direct mail helps to express your appreciation for being a loyal customer, today and tomorrow.

The next time you start kicking around a few marketing ideas to connect with customers and prospects, use direct mail as the lead dog to make sure your message is delivered. Adding additional channels and expressing your creativity, is what is making multi-channel more powerful then ever before.

For additional reading on direct marketing mail, be sure to read…

3 Tips to Boost Your Customer Retention

There are many copywriting pointers you need to understand…

Please share with others, except of course, your competition.

“Together, Innovation, Motivation and Collaboration is the Now.”

MCGTwitBorderNeed help? Just ask in the comment section or email marketingdoc@live.com.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

Visit the new DMCM and take the “ALL MARKETING IS DIRECT” journey.

Don’t procrastinate, eValuate.DMCMnetV4a

Sign up today for our monthly email, All Marketing Is Direct.

It’s here, our new monthly publication…

DMS LOGOV10

DocTake4Web Grab a copy today!

© 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.



4 toolsets to use in direct and customer-centric marketing strategies to

beat out the competition!codigo-barra-tools-color_Ro

Go motivate a customer to buy today!

First off, it’s never that easy to get someone to part with their cash. Even in the old days, that would never happen, unless you happened to be in the right place at the right time with the right answer your customer just wanted to hear.

Marketing today is a consistent delivery of value to each and every customer. Your marketing must be centered on listening to your customers and building business relationships.

Discover an answer for proven results.

Marketers use the toolset in direct and customer-centric marketing strategies, tweaking their programs as they learn more about customers and their buying patterns. They’re called toolsets because they help you get the job done right.

A mechanic may ask for a wrench. Is it five-eights or seven-eights? US or metric? Is it an open end wrench or closed? Is a socket wrench better?

Marketing changes can occur at any time, so it pays to learn more about customer needs every single day, recognizing ideas and opportunities to meet near term goals. Today’s marketers need a good toolset to claim as many customers as possible.

To stay ahead of the competition, look closely at:EyesHurtWeb

  • The frequency of communications for each customer segment.
  • How do we reach a qualified target audience and what feedback do we receive in return?
  • Consistently creating offers that motivate and inspire action from our customers and prospects.
  • A CRM is a great tool to use with marketing and sales.
  1. Frequency. The frequency of your marketing messages is critical – some people use it too much, most not enough and others, incorrectly. Like the blue/green photo on the right. By using marketing automation, you are able to develop the correct frequency for prospects and customer segments.

As you start to unwrap the many layers of your data, this new found information can prove to be a gold mine. Copywriting is more compelling, design is more eye catching, and the message is more relevant to the receiver. Yes, the response from those you selected to receive the message increases. Soon everyone in your company will be on the right marketing frequency.

  1. Reach out and connect with me. Your customer is human, so there is a level of uniqueness each one of us has to determine if the offer is worth pursuing. This level of uniqueness may lead you to build two, three, four or more customer segments to target.

Use that to your advantage when you are trying to make connections. A single phrase or a different headline to a specific segment may be the difference in making that next big sale.

When you begin to market to specific segments the messages become more relevant to the receiver. As you keep collecting data, analysis either confirms the message was right or needs additional tweaking.

A goal for this “reach out and connect with me toolset,” is to arrive at the intended receiver with your message when the time is right. Now, with your new found knowledge, this becomes easier to achieve. If the receiver finds the message relevant and/or timely, the odds are excellent that it will be read and acted upon.

  1. Have I got an offer for you! You now see there are many advantages of adding marketing automation to discover what proven frequency and reach can EyesHurtTestoneadd to the success of your marketing and sales teams. But sometimes you need that extra kick for the reader to take action.

It just may be to make a specific offer to get them to act now. When’s the last time you watched an infomercial? Was the offer something like not one, not two, but three for the price of one and you only pay the shipping? 

Now it’s your turn to play like the “Sham Wow Guy.” Creative offers become easier after studying the data in your CRM and know what people respond to.

  1. The CRM

The CRM is one tool you need that can accelerate the results from using the top toolsets of direct and customer-centric marketing. By using data fields, tracking and scheduling capabilities found in a contact relationship management system (CRM), you are able to build better business and engage in more customer relationships. This knowledge is powerful.

A CRM provides you with the capability to add another toolset and analyze your collected prospect and customer information. Add a data analytics program such as Google’s and even more ideas begin to pop up at you next team gathering.

You’re are only as good as the tools you have to use.

Yes, a CRM is a great tool to use with marketing and sales. It does take work but it makes you money, just like the auto mechanic done the street. You need to think of it as any quality asset on your company books. It’s such a good asset, that you‘ll find daily usage makes marketing easier and learn what makes your customers are eager to buy.

And that’s what you need to succeed in the small business world today!

Want some additional ideas when using a CRM? Check out this post.

Please share with others, except of course, your competition.

“Together, Innovation, Motivation and Collaboration is the Now.”

MCGTwitBorderNeed help? Just ask in the comment section or email marketingdoc@live.com.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

Visit the new DMCM and take the “ALL MARKETING IS DIRECT” journey.

Don’t procrastinate, eValuate.DMCMnetV4a

Sign up today for our monthly email, All Marketing Is Direct.

It’s here, our new monthly publication…

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DocTake4Web Grab a copy today!

© 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.



This threesome has the power to grow your business as much as you would like.

ThreeWayWebThe choice is yours to make.

The buying process is different in many companies today. Some companies come right out of the gate yelling, “Buy our product.” Other companies plan and then plan some more before tipping their toes in the customer prospect pool with a form of marketing.

The winners in the game of selling are direct marketers. They want to learn more about their potential customers. This is a creative process on how to connect with prospective customers, build a solid relationship and relevant engagement in each buying opportunity. Plus, the process is a team approach, so you can expect a little fun along the way.

Connect.

ThreeWayOneAs we say in direct marketing speak, All Marketing Is Direct. Anyone who has or in the near future is starting a business, struggles with whom to connect.

Within your marketing plan, you should have a picture painted on what will be a good customer. There’s no better place to start. More than likely, the plan is dated months ago, but see what you have and update, trial by error.

Find people online in social media that may represent your newly created customer profile. This is not the right time to sell unless that person is your brother or sister. Just say hi and send them to look at your social media or web page. Always take good notes.

If you’ve already assembled a team, by all means give them the same data you are using to connect. Make sure there is a passion present and a personality to match.

AWOC (a word of caution): You may never nail what is a good connection, Study your data. Test your assumptions. Write down everything you find. Start again. The market is always under change.

Relationship.

ThreeWayTwoThere are many reasons why people buy. As the connections increase you may even find out why people buy.

For example, there was a sales person in the B2B market who spent months calling on an account, stopping by whenever in the area to drop off content. Then one day he received a letter from the account asking for his proposal.

The sales person wrote what he felt was his best proposal ever, only to see the similar proposal come across his desk many weeks later. It was labeled as a request for proposal. Not a happy ending to the story. Evidently he did not build the right relationship. An ending like this may result from a lack of client data in the customer buying pattern or a lack of trust.

How about the customer service rep, checking in with a customer regarding when they can expect the next product order only to hear, “I thought you folks went out of business?”

Or my favorite, “I didn’t know you provided that service.”

Today, many people decide their purchasing decision based not only on trust, but on value to the purchaser.

AWOC (a word of caution): Your key as a marketer is to find the right combination of channels your customers prefer to use. Once you determine the channels, you need to know what to say, how to say it and when. Learn from your mistakes.

Engagement.

ThreeWayThreeIn order to succeed in engaging with your customers using direct marketing successfully, you need to create a marketing culture within your company. A marketing culture is formed by the collective behavior of an organizations employee’s, that are customer focused, and goal oriented. They are a central part of change for a company to engage with customers in their marketplace.

First of all, engagement with a customer is a result of the many steps made to get to this point. Prior to engagement, much data is collected in the connect stage and even more in the relationship stage. At this point, messages become more relevant.

Employees are viewed as a selective and vital community, a team within your organization. Every employee shares their success with other employees in serving customers for the benefit of the company. This attitude adds a little treasured frosting on top of the cake, creating value to the customer during the buying experience.

Building a marketing team strengthens a company’s marketing culture. Plus, it helps to ensure change within your organization is always embraced when it’s beneficial to success.

AWOC: As I learned way too often, people tend to give up early in the process. If you have a good product and service, people will buy. Your marketing team may need to develop a better understanding of your customers.

Please share with others, except of course, your competition.

If you liked this post, check out this one: How to select the right marketing options for your company…

“Together, Innovation, Motivation and Collaboration is the Now.”

MCGTwitBorderNeed help? Just ask in the comment section or email marketingdoc@live.com.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

 

Visit the new DMCM and take the “ALL MARKETING IS DIRECT” journey.

Don’t procrastinate, eValuate.DMCMnetV4a

Sign up today for our monthly email, All Marketing Is Direct.

It’s here, our new monthly publication…

DMS LOGOV10

DocTake4Web Grab a copy today!

© 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.



3 Tips to Boost Your Customer Retention

3Tips_webCheersEveryone loses customers.

But do you have any idea how costly it is? If you lose just one customer a day who spends a mere $5 a week with your business, that could result in a loss of $94,900 a year. Just do the math: $5 x 52 weeks’ x 365 days = $94,900.

A typical service business can lose 15% to 20% of its customer base every year. So the potential loss from customers who jump ship is huge.

Why do customers defect?

A_SenseOfUrgencyGenerally, it’s because they are not satisfied. It’s not that you aren’t doing your job; it’s just that you aren’t doing enough to give them a good reason to stay with you. This alone can account for over 90% of lost business. So the question is, how to satisfy your customers and keep them coming back?

The answer lies in good communications and in developing a true relationship with your customers. The first thing to do is ask questions. Customers almost never tell you when they like something and rarely tell you when they don’t. So it’s up to you to ask them, “What are we doing right? What are we doing wrong?”

You can do this with a simple direct mail, email, website or any other preferred communication channel, by using a questionnaire or survey. It should be short and easy to complete. Ask open-ended questions so people can express themselves. You might be surprised at what you find out.

Plus, the fact that you ask will often make people feel good about your company even when they’re not happy about something. Most companies never ask. Once you discover what people like or don’t like, you are able to fix what’s broken and improve what works.

Staying in touch yields a better engagement.SharkInfested

You should also stay in touch with your customers. Many businesses email a newsletter with information on new products, helpful articles, inside company information, stories about customers, and other items people find interesting. Tip: Print a newsletter and mail it.

Special letters or mailers are another way to stay in touch. You can thank customers for their business and offer special discounts or suggest related products and services.

Lastly, be generous.

IMG_1635.jpgEveryone wants to make a profit, but customers tend to be loyal to businesses that treat them like friends. Little acts of unexpected generosity can have a surprising effect on your customers. A $25 coupon for loyal customers or a small extra service for new customers may not seem like much, but these gestures will be remembered.

Ask. Stay in touch. Be generous. It’s not rocket science. In the end, business is always about more than sales. It’s about relationships. Engagement. Nurturing customers and keeping them loyal is ultimately cheaper than seeking new customers. It’s money in the bank!

Please share with others, except of course, your competition.

“Together, Innovation, Motivation and Collaboration is the Now.”

MCGTwitBorderNeed help? Just ask in the comment section or email marketingdoc@live.com.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to success! Learn more today!

 

Visit the new DMCM and take the “ALL MARKETING IS DIRECT” journey.

Don’t procrastinate, eValuate.DMCMnetV4a

Sign up today for our monthly email, All Marketing Is Direct.

It’s here, our new monthly publication…

DMS LOGOV10

DocTake4Web Grab a copy today!

© 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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