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Direct2Customer Marketing is Not for Any Small Business…

so, if you prefer flounder over flourish, your quest to succeed, may go overboard.

Many of the small businesses formed ten or twenty years ago, are not as profitable today as they were in the early stage of their business. Unfortunately, many small businesses did not survive.

I always update our marketing planning. I analyze our marketing data from a variety of providers and stay in touch reading blogs, webinars, LinkedIn and a variety of associations. Please share my ideas with your associates or anyone else who’s looking for new marketing ideas.

Today, small business owners and their management team, should review their marketing plan yearly or whatever schedules works for the company to reach their objectives and goals. Since many companies experience a business slow down at certain times of the year, that is a good time for a review and then renewal.

Here are some examples from our history that worked well and helped us flourish.

Look at corporate strength to get you thinking.  

  • Do you maintain a good personal relationship with your clients?
  • Is the overall service high quality and a low incident of errors set your company ahead of its competition?
  • If an error does occur, do you bring it to the client’s attention and assume responsibility?
  • Thus, has it garnered considerable new business from satisfied clients who leave one employer for another, and take your firm with them?
  • How high on the list of corporate strengths is integrity, service, and an eye on your clients’ success?

What are the strengths in your company? Which one(s) need attention.

Corporate Instances of Weaknesses.

  • Sales is usually the highest on the list of corporate weaknesses, and one of the most critical issues facing many small businesses every day.
  • Although your sales were covered extremely well in previous years, there were a few blips in the past year. A few good people or the top sales person may have left for greener pastures. There’s really no employee on board that can fill their shoes. Some have tried to make a go without replacing them, but that is rarely successful. Best bet: save every resume you get.
  • The challenge of locating and hiring a suitable replacement is a conundrum for a lot of firms.
  • How likely is it to face another year or two of disappointment with a sales person that “just didn’t perform?”
  • One approach would be to locate another similar company –– but probably smaller –– that could be purchased for its equipment and personnel. If you’re lucky, an experienced salesperson comes with the deal, which would be an ideal bonus. Sales in most smaller companies is always a challenge, and acquiring a sales person in this fashion would be a stroke of luck rather than something that could be planned.
  • Another corporate weakness is the lack of follow up with clients and prospects. Although your clients get the information they need quickly and professionally, there are no dedicated Customer Service Representatives (CSRs). Staff people can answer questions but CSRs –– good CSRs –– can listen — report, and satisfy. CSR’s can keep a pulse on their clients – when they feel good, and when they are not up to snuff.
  • Most small businesses don’t have a well-defined unique selling proposition for how their firm is different from, or better than, its competitors. This is something that can be accomplished easily and in the short term.
  • Similarly, the small firm has not created a “brand” for itself.
  • Finally, the small business does not have a firm grasp on the local competition in terms of pricing, market share, competitive strategies, and so on. This can be accomplished with a little prying from sales people, CSR’s, and Google.

Competition

  • Direct competition includes products or services similar in use provided by another company. Many direct competitors have market niches –– either in size of production runs or technology –– that another competitor is simply not able to handle or offer.
  • There are some projects that small businesses do not bid or seek actively because of their large size and scope. If this is your company, it is good that you understand your limitations as well as your strengths.
  • Small companies wisely hold to what they can do best and, as noted earlier, waits patiently and often secures new clients when competitors miss deadlines and disappoint clients.

Goals

  • Growth is high on the list of goals. If this is the wish of management what tools have they provided?
  • Naturally, one growth strategy would be to acquire one or more other smaller companies. Given the nature of most smaller companies, this could be as much of a blessing to the organization you acquire as it could be to you.
  • Finally, there’s nothing like all-out massive action on all fronts to accomplish a bold goal. If that is the goal of the management team from your company, everyone in the company must be extremely competent, energetic, and enthusiastic. The positives surely outweigh the negatives.

Summary.

I learned early on in my work experience that goals were made to be broken. But without goals, you’ll never know what you miss. Goals are made to drive a person to reach their dreams.

If you not sure of which way to go for the goals, look for a mentor or an association from your industry or the industry you want to be part of. You have nothing to lose but gain a whole lot of good things, such as, a raise or a new job description!

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

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

Teaching and Coaching – It’s what I do.

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

 

 

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

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

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

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

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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© 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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Quantity vs. Quality…

Which one scores your highest ratings in marketing and advertising?

In the past, having a conversion rate using direct mail, one percent was acceptable. What was the conversion rate number?

First, let’s look at another example. A response rate is an important metric for analyzing a mailing or any other communication channel your customers may prefer. But a high response rate is not always the best goal.

If you’re trying to generate sales leads for a high-dollar service where the contract might be over one million dollars, a single reply that results in a sale might give you a low response rate, but it would likely represent a significant return on investment.

Your goal is not to maximize response but to maximize profit. Direct mailers in the past century would buy more lists to increase their mailing number hoping to get more responses. Hence, the name, junk mail.

Some of today’s digital marketers love telling anyone that listens they have over 200,000 followers. Hence the name, digital flame out.

“Single focused approach, effective utilization of natural skills, creative choices, and self- belief is essential to achieve superior quality.” Famous Quotes, 1 2 3 Website

Profit is a good thing.

So, how do we raise our profit? One of the reasons, direct2customer marketing is recommended, to use with any communication channel, is the ability to test.

Testing allows adjustments which can create an increase to maximize your profit.

While there is a lot of creativity that goes into writing and designing communications, testing should be a careful and disciplined process. This is a great example of the use of science in marketing within our data driven era.

Test one item at a time. 

It may be temptation to test a variety of ideas in every message. If so, it’s impossible to know what element is responsible for changing your results.

For example, if you use a new subject line at the same time trying a new segment, which change will affect your results? By testing only one change per message, you can immediately see what causes your positive or negative results.

If you want to improve your landing page conversions, then use Split testing, better known as A/B testing.

A/B testing involves creating two versions of your landing page that are almost entirely the same but have one specific difference you want to test. For instance, you could A/B test which headline or offer converts more by creating one page with headline or offer A and the other with headline or offer B. Half of your visitors will see version A and the other half will see version B.

Test against your “control.” 

A/B testing can work with any communication channel you want. Even your control can be an email that has proven to be a winner. Once you have a winner, you can test other email messages or formats against it.

This works like a contest, with the old and new competing against each other. If your control wins, you know you should continue using it.

If the challenger wins, you know you might have a new control and should consider emailing the new message or format instead.

While there is a lot of creativity that goes into writing and designing your marketing communications, testing should be a careful and disciplined process.

Summary

The key takeaway is to test one marketing or advertisement message at a time. Plus, check out your analytics for additional campaign insights for maximizing your profit.

So, by now we can assume, it’s quality?

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

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

Teaching and Coaching – It’s what I do.

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

 

 

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

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

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

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

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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

Deposit Photos.© graffsolution

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

Hint. Something you do outside the box?

No, I don’t need your answer now, but learn how we’re giving away FREE MCG-eVal marketing evaluations.

Direct to customer marketing means exactly that. Your message may cross a channel or two to reach the customer. However, the goal is still the same – direct2customer.

  • I recently heard on CNBC, that 48 million accounts in Twitter may be bots.
  • Then, I read an article, on why direct marketing was challenged as an archaic strategy.
  • Why would anyone use the service that delivers a message direct to a customer’s mailbox when we have the Internet?

Direct mail is another marketing channel you can use.

If you think mail is archaic, think again. There are many steps taken to get your message DELIVERED. It’s the “outside the box” thinking that is direct2customer. Here’s what the postal service does offer.

“When a piece of mail is collected for delivery, it is taken to a mail processing plant for postmarking, scanning and sorting. The mail is then taken to the airport to fly to the designated state based on the mail’s ZIP code. If the two states are far from each other, such as Georgia and Washington, then the delivery may take more time. The United States Postal Service is responsible for the sorting and delivery of over 700 million pieces of mail each delivery day.”

LEARN MORE ABOUT POSTAL SERVICES

If you decide to follow this link, it will need additional seconds to load for a disruptive advertisement to appear on the Web page.

If you’re a #SmallBiz looking for marketing results, you’re in luck

SmallBiz cannot afford Big Company’s budget for slinging their marketing and advertising messages. Let alone the much-needed human resources to control and measure. So, don’t get caught acting like a big company. It will cost you bigtime.

If you are a #SmallBiz, our “direct2customer marketing” is a great choice. Combining direct and customer-centric marketing strategies is not only a great advantage, your customers benefit by receiving relevant information, outstanding products and impeccable customer service.

Employees are happier and hiring people with a variety of skills are easier to find. Collecting and analyzing data enhances the customer’s buying decision.

As a bonus, if you are using the same marketing activities over & over & expecting better marketing results, you’re not only wasting a ton of money, your customers are more likely to move to the competition.

Here’s an offer for you to consider. Before you do anything else, re-think how you spend your marketing dollars. Is your time and money working for you or running away from you?

Would you like to increase your marketing revenue?

If you want to move marketing from an expense to an investment, it’s time for you to take a good hard look at your company’s marketing and the products and services you provide to your customers.

Our MCG-eVal is not a new service, but one we started in the summer of 1985. This new product offering was unveiled as, CustomMark, short for Customized Marketing. In a nutshell, CustomMark contained many questions about the marketing and advertising a company was using. On the opposite side of CustomMark, it also created a learning experience by using examples of branding, positioning, building segments, relevant communication, as such, which allowed us to create a workable marketing plan with total involvement from the customer.

Then in 2005, CustomMark was replaced with the MCG-eVal. The MCG-eVal was specifically created to help small business shape their marketing picture and culture, relying on the fundamentals of direct marketing using a customer-centric focus, ready for digital marketing.

Yes, we still use the MCG-eVal, because it leads companies to better marketing. Click on the link “Thousands of small businesses made the right choice…”

Next, would you re-think how you spend your marketing dollars to increase your marketing revenue?

Here’s an offer.

Our mcg-eVal’s start at $495.00 for a one-person business or a small firm. The rate increases based on yearly sales, employee involvement and the needs of the marketing department for larger companies.

You receive our report based on the information we shared and any recommendations discussed. If you have a desire to use our Direct2Customer marketing program, we’ll provide you with a proposal based on our evaluations and your objectives and goals. The price of your mcg-eVal may be credited to your account upon acceptance of your Direct2Customer plan. Visit DMCM for an infographic of the Direct2Customer program. There are a variety of options for any company type.

If you don’t need 700 million pieces of mail delivered in one day but, 700 or 7000 messages delivered cross-channel, Direct2Customer, will make you happy as your revenue grows.

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

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

Teaching and Coaching – It’s what I do.

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

I call this learning experience, “All Marketing is Direct to your Customers.” 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 marketing 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.

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

 

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

Deposit Photos.© variant

© 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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Four Simple Steps to Sharpen Your Proofing Skills…

and keep your good reputation intact.

Your attention is to produce, print on paper and in digital, and publish absolute perfection. You’ve assembled a thought-provoking newsletter, maybe a sales letter, a clever infographic, or a great-looking white paper for content marketing at a trade show within the next month.

You’ve personally read it through a dozen times – just to be sure of your accuracy. And everyone in the office has read it at least once. So, you know it must be right.

But when your 5,000 copies come back from the printer, and you pull out your first piece from the carton, there it is. The headline at the top – the one you were so proud of: “HERE’S YOU FINAL CHANCE TO GET OUR NEW PRODUCT WITH FREE INSTALLATION!”

How could you have missed it? Just one letter, “R.” But it makes all the difference between ridicule and respect.

Mistakes, no matter how small, can soil your reputation.

The truth is, whenever you put anything in print or digital, your reputation is on the line. Not just errors involving pricing and numbers, but mistakes anywhere in your document or website, can have a negative effect on your bottom line – and your success.

“I used a spellchecker,” you say. So, I know it’s got to be perfect!” But, oh how wrong you are.

Sure, a spellchecker catches blatant spelling errors. But what about the time you typed form when you meant from? Or (as noted in our headline example) when you typed you when you meant your? The instead of theyOf instead of off?

So, start sharpening your proofreading skillset. Your computer just doesn’t know what your fingers forgot. It doesn’t know that you’ve typed the date of your next fundraising banquet as happening in Mar when you meant to type May.

And if you forgot to include the actual date or time of the event, or that all important phone number, your computer isn’t going to remind you (Yet)! Phone numbers, dates, times – no matter how much memory your computer has, it just can’t comprehend these kinds of misprints.

When you keep these four simple proofreading guidelines in mind, you’re on your way to producing perfect documents – every time.

Here are four simple steps to refine your proofreading.

  1. Give up your ego. NEVER assume you’ve caught everything. You haven’t. You’re too close to it. And everyone makes mistakes. Be willing to admit there may be some blunders in your final draft, or printer’s proof. Take criticism with grace. Realize that others comments, even if you disagree, will contribute valuable feedback that will eventually improve the overall quality of your work and save you embarrassment as well as the possible cost of re-printing.
  2. Image is everything. In the end when you put forth your best possible professional image, you will instill greater confidence in anyone who reads what you’ve written. The better the impression you make, the more you’ll appear to your audience, and the more success you’ll garner from your endeavor.
  3. Do it just one more time! In other words, double proof, triple proof, proof again… and proof one last time. In addition to someone who works with you, always try to have someone else proofread for you – someone has never read your document before and preferably someone who knows nothing about it. The idea is to get someone who can look at what you’ve written with a fresh, objective eye.
  4. Finally, neatness counts! As you proofread, you need to communicate the errors, omissions, and problems you discover. Use a good, thin, red pen or a sharp red pencil. Do not use a regular pencil, or a blue or black pen. They’re extremely difficult to see and read.

Be as utterly neat as you possibly can. Use sticky notes if they make things easier to follow. Be thoroughly clear and concise with any comments or queries.

Summary

Learn the standard Proofreaders’ Marks at Grammarly or do your own search. Mark changes in the margins as well as the text, so that the typist’s eyes are easily alerted.

Another how-to guide using direct marketing and mail for a #SmallBiz success during 2017. Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

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

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 marketing 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.

 

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

Deposit Photos.Top_Soft Skills–© trueffelpix, SharpenerSoft Skills–© trueffelpix  Spelling check on English sentences–© lamaip

© 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 Countless Customer Loyalty and Relationships –

and in the process, encourage more sales.

Since the general election this past November, there is a lot of discord going around, and it becomes harder to figure what’s real and what’s fake. As a wise man once said, when it comes to discussions about politics and religion, you may be treading water if you desire to jump in with your own opinions.

If you work in or manage a small business, these are trying times. You may be damned if you do or damned if you don’t.

In this type of business discourse, a wise and proven strategy is to cultivate more business from within your existing customer base.

Bear this thought in mind.

And because your customers don’t always know everything you offer or do, it’s a good idea to remind them –

“to cross-sell1 or up-sell2.”

In the process of encouraging more sales activity, you also build loyalty and develop customer relationships.

Here are four proven approaches that can help you, your marketing and sales team, to build better business and cultivate loyalty.

1). Say “thank you” to your customers. Show appreciation for the business they give you. This is always a good way to start when you’re looking for more business. Customers appreciate it and often respond favorably with more business.

Print some post cards with the thank you message. Keep the reverse side for personalization.  Print a business card size for each member of the sales and marketing team with a thank you message. Use them face-to-face, add to shipping of their recent order and even customer service, for customer questions.

2). “Reward your current customers for their business and their loyalty. Send a gift. Send a sample. Offer a premium. Mail them a “Thank You” coupon.

This is a great time to introduce your customers to products and services they are not currently buying from you.

3). In addition, be creative with coupons, special offers, a free maintenance check-up, follow up calls for a customer service issue, and so on.

These don’t all have to offer price deductions. In fact, they can be customer-service oriented activities to increase the quality of your customer relationships. Use social media, such as Facebook, for special events.

For another example, use a video presentation on maintenance or other ways to use the product. Share another way with customers to extend the life of the product.

These ideas build loyalty and goodwill in the process.

4). Remember that the key to success in building loyalty and customer relationships is repetition. You can’t do it just once. Constant, frequent, personalized communication with your customers – via mail, email, personal contacts, telephone calls, landing pages and social media – helps ensure that they are thinking about you and not your competition.

Summary

Even when the economy tanks, the same tactics mentioned above can be a welcome sign for your customers that you are there for them.

If you enjoyed this post, earlier this year, we published, “Do you know building better customer and prospect relationships…will open many new opportunities for success!” You’ll find additional ideas to build even better relationships.

Another how-to guide using direct marketing and mail for a #SmallBiz success during 2017. Sign up for more #SmallBiz success to receive our monthly email newsletter now!

1Selling an additional product or service to an existing customer.

2A seller induces the customer to purchase more expensive items, upgrades or other add-ons.

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 © Man Hand writing @ j.dudzinski, Mobile with laptop @ graphicube, Thank you. Modern brush calligraphy. Inspirational quote in photo frame with festive flags. @ Alena_St
© 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 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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