MarketingDoc

The more you know, the more you'll grow…

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There are A Variety of Ways Outsider’s Look at Your Small Business…

when you want to enhance its value, read on.

Per U.S. Census Bureau data, 99.7% of US businesses are classified as small businesses (fewer than 500 employees).

Moreover, the clear majority of these are what you might classify as “truly small” businesses: fully nine in ten (89.8%) are comprised of fewer than 20 employees.

Interestingly, per the IDC, a subsidiary of International Data Group, the average annual revenue of a small business with a website is $5.03 million.

The US Small Business Administration (SPA) notes how, as a rule, small businesses with revenues less than $5 million should allocate 7-8% of their revenues to marketing.

This means your average $5 million small business should be spending about $350-400,000/year on marketing.

Most small businesses spend much, much less than this on marketing. Based on my experience, businesses with 5-25 employees, using the 80/20 Pareto Principle, 80% were spending less than $1,000 per month on marketing.

How to determine if you’re a #SmallBiz ready for better marketing in the digital era.

The answer to that question is determined by your company and the employees. As a young entrepreneur, a mentor once told me a good customer must have “skin in the game of marketing” to witness and experience results, good or bad.

To help you make an informed decision on your marketing, there are two websites you need to visit.

Since 1984 we have honed our marketing services based on our customer needs. Our tagline, Innovation, Motivation and Collaboration has guided our organization helping thousands of small business grow.

To see for yourself, please visit DMCM. Scroll down to our list of three journeys, and click on Journey One.admit_oneweb

The first journey is an introduction to direct marketing and all its cool tactics to attract more customers. The Journey of six slides leads to more questions and presents a variety of examples and ideas for you to consider.

The remaining Journeys, Two and Three take you deeper into to the strategies and tactics of Direct, Customer-centric, Data Management and Analysis and Digital Marketing.

When you’re finished, I’ll answer any of your questions. Either send an email to answerme@dmcm.net or if in the USA, call us at 800-251-3608.

One of the first questions I usually hear after a visit to Journey One, is how do you know our business?

KnowledgeKnowledge is a big part for Direct Marketing Success.

I need to know about your company. I ask a lot of questions and need answers from you and your staff. I have a sample report you can download to help you see the big picture and a general idea of your #SmallBiz on steriods.

After you download the sample report visit our second website at MCG.  For a detailed version on what we look at, click on the banner in the second slider, How can an mcg-eVal help us re-think? It is a very thorough process and one you can really appreciate after reading our results and recommendations.

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.

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

Thanks for reading. I hope to see you on a journey. Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

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

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

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

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Customer Contact…

fourx4swayto know them, is the capability you need to manage your marketing for success.

If it took you three seconds to read the headline and the subhead above, that is about as much time a prospective customer will give you to connect and consider buying your product.

Then before you know it, they move on to the next company.

But wait, there’s more.

Imagine an auditorium full of people waiting for a concert to start. There is a lot of noise.  Thousands of conversations are occurring simultaneously while waiting for the show to begin.

The only conversations that “connect” are usually between people, who know each other, standing very close to each other and they are still shouting at the top of their lungs.

The marketing game of attention.

What a company must do today is to create the attention and within a few nanoseconds, eliminating any purchasing barriers to increase the ability to connect with the customer.

“Bennies” or customer benefits will cause a hesitation. An answer for a potential customer is “what’s in it for them?” Product features are usually the glamor of owning your product, but the “bennies” always add to the bottom line.

Look at your potential “customer profiles.”

Certainly, you have or have not updated or defined a variety of customer profiles. If you answered no, you have not, but now’s a great time to start. In case you haven’t noticed, 2017 is right around the corner. And, 2017 is going to run many bytes faster!

Remember, when you work with customer profiles, keep it simple. Put customers, anyone who has purchased into one group and the other prospective group who may still purchase, now and again. Getting back to the “bennies,” they make a wonderful segment on your customer profiles.

Next, you need to put customers into like segments. It can be something as simple as male or female, geography, age, occupation, but use whatever simple characteristics stand out across all contacts.

“Why do I need to do this?”

The key word in this post was “connect.” You need to connect with customers and potential customers with a message relevant to their needs.EyesHurtWeb

What are the buying traits of your customers?  Here’s four to start your thinking process.

  1. The best buyers purchase at specific intervals and are usually found in the top twenty percent of purchasers.
  2. Occasional buyers who are familiar with your product.
  3. Prospect/Past Customer. This is a tough one. Build a list of ideas to test for a re-connection
  4. Someday/Maybe prospects. Hopefully, the smallest list of four.

Look carefully into each contact and try to determine how the original connection occurred?  What channel did you or they use to connect? Was it email, social media, direct mail, web site or face-to-face?

Summary.

Go back to the auditorium. People who know each other, will talk to each other. They increase their volume to deliver the message no matter how loud the other conversations may be. Think Multi-Channel for future marketing campaigns.

Learning more about your customers and upgrading their profiles accordingly may give you a much-needed boost in sales 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.

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

Thanks for reading. I hope to see you on a journey. Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

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

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

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

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Marketing Strategy vs. Tactics…

strategyhere are the main ingredients you need to grow a profitable customer base.

“The hole in the ground that companies fall into when marketing themselves by thinking tactically rather than strategically.”

I’m active in Social Media. I see small business companies looking for more ways to get their message delivered. Hence, the quote above.

The easiest way to get from point A, a company’s marketing strategy (if you have one written), to point B, your tactical selection(s), can be as simple as using your favorite credit card.

The problem with that method, that it’s more miss than hit. Without a written marketing strategy, it’s easy to stumble into that hole in the ground, and never see your money again.

Have you designed a creative marketing strategy for your company?smallbusinessctav2web

bizgrowthAttracting attention to any small business is extremely important. Your first attraction to get the attention of your target buyers may be your company logo, corporate colors and tagline. When you design your company “look,” you defined the type of business you are marketing.

Is it friendly or austere?  Do you offer bargains or firm pricing?  Are your company colors and logo a reflection of your business personality?

You probably spent a lot of time, meetings and a few bucks to get the right look. You cannot wait any longer to introduce your company to the world.

Stop.

Before that introduction to the world, start thinking strategically. What did you learn in your design sessions? More than likely, you’ll have a base of ideas you discussed in the design process of your company brand.

Creative marketing strategies outline a broad plan of action that best use the organization’s resources to achieve a marketing goal. For example, a goal can be the response rate of a marketing promotion. Substantiate proposed customer profiles. How often will the customers make a purchase?

Marketing strategies are the specific actions taken by the organization to communicate with the select primary target groups.

Direct marketing is a strategy.

The very nature of a direct marketing strategy is to get your marketing message to a prospect and customer, read, and acted upon. Learn more.team

If you are a new company, you may add a market penetration strategy, for your present product, having a goal of obtaining X number of customers, per a given time. Your tactics may be more effective (relevant) and an increase in the frequency of sending the message.

If your company is past the growing strain, you should consider a market expansion goal with your direct marketing strategy. Obtaining more customers from new target groups and market places. Use your customer profile skills to learn more about your customer’s needs and wants, and provide solutions for customer problems.

In theory, a marketing strategy must be carefully designed to meet a marketing goal based on the demands from your prospects and customer base.

Summary.

Look closer at your current strategies. Are marketing resources allocated optimally to the major elements of the marketing mix? Is your company using the best basis for marketing segmentation? Have you developed accurate profiles of each target segment?

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.

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

Thanks for reading. I hope to see you on a journey. Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

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

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

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

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How Customer Acquisition Becomes Easier When You “Buy in to A Long Tail”

justthetailThe task of locating and recruiting new customers is an essential activity for every business.

So, it stands to reason that you spend a great deal of your time attempting to attract the attention of viable prospects and make an initial sale.

Sometimes, however, there’s a tendency to concentrate so heavily on seeking new customers that we often overlook the ones we already have.

That’s why it’s so vitally important to make sure you divide your direct marketing dollars appropriately between the two activities.

Go for a tail.

Go for the “long tail in direct marketing” with as much energy as you go for the initial sale. That is, go for developing strategies to build repeat business over the long haul with the same energy.

24810-long-tailFor example, by providing a greater variety of inventory (extending the long tail), businesses hope to reach more customers and generate more total sales. If you sell printers you have an inventory of paper, toner, color cartridges, service contracts, and so on.

You may not think your company does not have a tail, but take a closer look. Could you build in and offer a service or maintenance contract? Could you devise annual reviews or client updates? Could you create innovations in your products or services that encourage customers to repurchase more frequently? Longer life of cartridges? Toner?

Summary.

Many businesses have tails they don’t even know they have. By looking closer at your existing customers, are there different ways consumers use your product?

If you have weak or non-existent customer profiles in your company data, now is a good time to start building them. Just make sure, you keep “going for the tail” as the end goal that brings in another revenue stream from existing customers. No, you will not find a whale in a stream. But you may find a whale of a tale from a local fisherman!

Learning and Coaching – It’s what I do.click-free-zone

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.

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

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information. There is a special introductory price for our Marketing mcg e-Valuation. 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 Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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11 Simple Techniques to Improve the Visual Impact of…

your direct marketing, mail, and digital communications.visualdesign

Direct marketing, mail, and digital is a combination of words and pictures and ideas. A great idea without compelling words often goes unnoticed.

Great words without the ability to attract the consumer’s attention often doom those glorious words to oblivion. Great visual images without substantive words and ideas often diminish the outcome.

Prospects and clients will miss the best words and most monumental ideas unless something attracts their attention!

The “attraction” for direct marketing, mail, and digital is great visual design!

  1. Good design is the proper blend and balance of color, shape, size, illustrations, photographs, and typography.
  2. Usually, one large, central graphic has more impact than many little ones.
  3. Let your design direct your readers’ eyes. Because people read from left to right, the eye typically catches the first few words of the headline, moves across the top of the page from left to right, down to the lower left corner, then right again. Picture a big letter “Z” and you have it.
  4. The eye moves from dark to light, from large to small, and from bright to drab. It notices things out of place — unusual sizes, colors, or shapes.visualdesignpart2
  5. In body copy, small type is easier to read than large type. The old stand-bys of 10-, 11-, or 12-point type are about as big as you ever want to get for running copy in the body of your solicitation. Paragraphs and sentences that use larger type sizes make the reader work too hard. There is just too much eye movement back and forth.
  6. When you have six ducks in a row, all the same size and color, facing the same direction, except one, what do you see? Correct! You see the one duck that’s facing the wrong way.
  7. Good design means showing restraint. Eliminate color, visuals, and unnecessary backgrounds around important text blocks. With the ease of designing on a computer, it sometimes becomes too tempting to “throw in” some color or borders or special effects. That extra color may hinder your ability to attract attention and lead your reader.
  8. Put the product close to your reader. Make photos and illustrations large. By cropping photos, you direct your readers’ attention to exactly the part of the photo you want them to see.visualdesignpart2
  9. Outline product photos to remove unnecessary or distracting backgrounds, except where you show the product being used. Then, you want to bring it to life with a background that relates to your product.
  10. Tone down your graphics. Words lose their impact when they are overpowered by unnecessary graphics.
  11. Avoid bouncing around with many different design elements — be consistent. In most cases, when you hold to this very simple, effective design strategy –– that we call “Choose one!” –– your finished design will look extremely sharp.
  • Choose one typeface style for your headlines.
  • Choose one typeface style (the same or an alternate style) for your body copy.Graphic
  • Choose one style of border.
  • Choose a three-color color palette.
  • Choose one thickness of line for boxes or rules.
  • Choose one style of art… that is either photographs or illustrations.
  • Then, stick with what you choose!

PrintingConclusion: A strong design improves your ability to attract attention and obtain a response. You can achieve both more readily when you turn to a professional direct marketing designer that has experience and resources readily at hand.

Learning and Coaching – It’s what I do.click-free-zone

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.

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

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information. There is a special introductory price for our Marketing mcg e-Valuation. 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 Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

 



How to Create A Great Opening Line…

openingline_webfrom networking to your direct marketing toolset.

Let’s say you’re at a business or social networking event. You are confident in finding people to meet. Suddenly, out of the corner of your eye, you see a couple talking. Not just talking but using body language, quick hand gestures, while pointing to something on a nearby easel.

You decide to check out the action and hopefully there are interesting enough to engage with. Always on the lookout for engaging with people, it’s the little things people say or do, that opens a door for you to meet prospects.

What’s a good opening line?customer-set

Networking events have changed over time and even today, business people are looking for sources to help them and their business grow. At a typical networking event, you’ll meet people for business leads, funding, investors or referrals, just about anyone who’ll fit your reason for attending the event. You need a good opening line.

The same is true with direct marketing. In fact, you need two. The first one helps you make eye contact – to attract attention. The second one delivers your payoff – that is, the benefit your prospect receives.

So, think of your headline as having two parts. There’s the “what it is” part and the “how it benefits” part.

Here’s a good example.

Our amazing wealth-builder system helps you gain complete financial freedom overnight.

First you’ve told your readers that you have a system – a solution, answer, or idea. And you’ve told them what it’s going to do for them – the payoff. In this case, it’s financial freedom.

While you’re at it, you also need a good closing line.

“Would you like to meet at your office next week on Wednesday or at our office on Thursday?”

CTAIn your direct marketing copy, your closing line needs to be a dynamic call-to-action. It needs to let your readers know exactly what you want them to do (to order, call or respond).

And it needs to let them know when you want them to do it – now. There is no better time than now, is there?

Elementary, yes. But elementary is often overlooked. Sometimes the smallest change you make in business networking or in using your direct marketing tactics, can yield many results, long and short term included.

quadataccm4by4smlToday’s small business marketing environment is ideal.

First, advertising is a tactic of marketing. Everything marketing starts and ends with your customers. You need to listen to them and respond to them. Customers are willing to share their thoughts about your products.

If you believe that this is the “age of the customer,” then it’s the perfect time for you to behave like a customer you would love to have as a customer. So, ask them!

As a marketer, the purest, most simple goal you should have is to get a potential customer to receive your marketing message, read the message and make a purchase. Direct marketing’s PROVEN strategy and tactical tools were developed for getting customers to respond to your message.

There are many advertising tactical tools available for any small business.

To get a better understanding of a customer-centric marketing strategy follow the link for Trait Number One and a tab away from Trait Number Two and Number Three.

In summary…

Knowing what type of marketing works well today is not a guarantee for tomorrow. However, when you stay true to your commitment on gaining a better understanding of your customer’s needs and wants, you’ll always know when a change is in the wind and how to react to it.

Check out a recent post about another view of direct marketing.

“How to use direct and digital marketing to reach a more attentive audience that will buy your products.” 

Learning and Coaching – It’s what I do.click-free-zone

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.

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

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information. There is a special introductory price for our Marketing mcg e-Valuation. 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 Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

 



Direct marketing has a variety of tactics to reach customers…

directdigitalwebhere‘s what you need to know to start today.

The efficiencies of direct marketing led to a long success in small business marketing and more important, how to make them work for your small business today.

In small businesses today, such as in B2B, healthcare practitioners and start-up companies, “advertising” to the masses is possible but not likely. In fact, advertising today is a hard task for a small business to get it to function properly and sustain continued growth in this era of digital marketing.

There is a lot of noise created by the thousands of mid to large companies trying to get the attention of any person and convince them to buy their products. There is no room for a small business to even think of trying.crazy-clearance-sale-poster

Noise.

Did you ever travel with your favorite sports team to an away game? The noise was deafening whenever the home team had the ball, were at bat or handling the puck.

That is a metaphor for the present state of small business advertising today. In order for your message to be read or heard, you must shout louder than the home team. In this case, a small business can never match the advertising dollars of the much larger companies or worse yet, the competition.

Direct marketing techniques are a good defense.

Direct Marketing is much more than a single communication channel like direct mail. Direct Mail is a channel of direct marketing and even today, remains a powerfull strategy in small business marketing.

“Direct marketing means delivering an opportunity to buy directly to a single customer through any channel that the customer may use or prefer.”

No mid to large corporation would ever use direct marketing in their advertising based on the quote above. But a small business can and should use direct marketing in all of their advertising.

Specifically, direct marketing has a variety of tactics to reach customers. A marketing message can gather the reader’s attention with captivating copy, an impactful design, and crafting an offer that is hard for anyone to refuse.

If you like that idea, let’s look at another strategy when combined with direct marketing to accelerate company growth.

quadataccm4by4smlToday’s small business marketing environment is ideal.

First, advertising is a tactic of marketing. Everything marketing starts and ends with your customers. You need to listen to them and respond to them. Customers are willing to share their thoughts about your products.

If you believe that this is the “age of the customer,” then it’s the perfect time for you to behave like a customer you would love to have as a customer. So, ask them!

As a marketer, the purest, most simple goal you should have is to get a potential customer to receive your marketing message, read the message and make a purchase. Direct marketing’s PROVEN strategy and tactical tools were developed for getting customers to respond to your message.

There are many advertising tactical tools available for any small business.

To get a better understanding of a customer-centric marketing strategy follow the link for Trait Number One and a tab away from Trait Number Two and Number Three.

In summary…

Knowing what type of marketing works well today is not a guarantee for tomorrow. However, when you stay true to your commitment on gaining a better understanding of your customer’s needs and wants, you’ll always know when a change is in the wind and how to react to it.

Check out a recent post about another view of direct marketing. There‘s more at this link of what you need to know for better small business marketing.

Learning and Coaching – It’s what I do.click-free-zone

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.

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

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information. There is a special introductory price for our Marketing mcg e-Valuation. 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 Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

 



One word, not used correctly, can sink a direct marketing message

marketing-sinkingand possibly your career.

Writing can be as effortless as speaking – if you do not make it harder it than it is. After a birthday party at a friend’s new home, you may say to the host, “Thanks for a lovely party – we had a great time. You have a lovely home, and you are such a kind hosts!”

If that is what you would say face to face, say that in your message. You need nothing more because there is nothing more to say.

Before you start writing, ask yourself, “What am I trying to say?” Listen to your answer and the simplicity of your response. Then begin writing.

Good direct marketing copy edits look at every word.

The English language often tempts us to use a popular word when another word – although very similar in meaning, actually says more. For example, the words “If” and “When.”

“If you call before midnight tonight…” certainly says that there is a near-instantaneous reward or payoff waiting, conditional upon a call before midnight.

However, “If” gives your readers a way out. If means if. It assumes doubt and uncertainty, and often encourages them to back away.

However, when you change “if” to “when” you assume the sale. “When you call before midnight tonight…” supposes that it’s just a matter of time until they do recognize the value and the opportunity and call to place an order.

Try this assumptive selling – the “when” assumes the sale will occur. It assumes that prospects will like what they see and that they’ll immediately see the value and rational for jumping right in.

One last thought…

If or when you get into multi-channel marketing, “when” is a good word to use as an invite to move the reader along the path to follow the “offer.”

TheWall_WebUsing the words “meaning” can help your copy work as you desire. Direct marketing is a very powerful tool to get you the best results possible from every marketing communication you share with your customers and prospects.

Recently another post, “There is one type of writing, which is about as long as the Great China Wall…”

You will learn when you pare down and tweak your copy – that is – when you add white space, chop your message into shorter and indented paragraphs with added circles, arrows, underlines, handwritten marginal notes, and highlights in color – readership increases.

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 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.

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information. There is a special introductory price for our Marketing mcg e-Valuation. Check it out today!

Thanks for reading. I hope I see you on a journey. Mike Deuerling. aka: MarketingDoc

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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.

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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 many people live on our planet earth?

If each person read your marketing message, how many would respond?businessman_fishingweb

Yes, I know it’s a hypothetical question, but on any given day, infinite number of advertisements are released, using a lot of fanfare, hope and yes, even prayers.

In addition, an untold number of marketing messages are prepared and sent on every imaginable communication channel, to someone, hoping to catch more dollars.

Some may read it, some may react to it and some may send a credit card number to purchase a product.

So what is the sum of all the products sold?

the-mind_81412340_webThat is a very good question.

Assuming the messages were read by a human, the response will vary, extremely dependent on the human mind. Depending on the receiver’s mind at the moment of seeing the message, one-day it’s yea, another day a nay and/or maybe. Remember: That’s only if they see or hear the message.

Companies are spending hundreds, thousands or millions of dollars on traditional advertising? Or, does it just feel like that much?

In most, if not all, a company must spend money to get money to grow their revenue. Then pay the employees and other expenses. How much money do they have left over?

Maybe it’s time to look closer at your marketing.

According to our accountants, advertising is an expense. Expenses are necessary to maintain companies estimated revenue in order to stay in the black, or for some, stay in business.

In a Tweet, by a follower, Sam Hurley, he suggested “all traditional marketers should retire.” The post headline caught my eye immediately. I started “clicking madly to get to the post.”

As a marketer with a lot of white hair growing on my head, the post substantiated I am not a traditionalist. For that, I thank the writer, Beth Romelus, from the B2C Community. Her post was in-line with direct and customer-centric marketing strategies that I promote for use in a small business.

What I described in the headline of this post, however, is a traditional marketer. Or as they use to say in direct mail circle, “spray the message to everyone, and pray someone responds.”

Go to the right channel.

Today, there are tons of channels of communication that consumers use on a daily basis. A marketer today has her work cut out for her. Here’s why; I believe the OverThinking_webmarketers number one goal is to learn as much as possible about their consumers (customers and prospects).

Marketers need to collect this data, use analytics for additional data, test a few assumptions, record the data and study results and then maybe a decision to go. Throw your data excuses out the window. Technology has caught up to the needs of marketers.

Using a combination of direct and customer-centric marketing strategies beat traditional response any day of the week.

You may never learn everything about consumers, but the more you learn, the better the marketing, the better marketing results, and happier customers.

Take all three journeys. They’re all free.

Want to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?IntoPathFinalV2WebDoc

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.

All you need to do is visit our website, DMCM, and scroll down on the landing page for your free admission tickets. It’s best to take them in order.

Take as many journeys of each as you like. Prepare a list of questions for us to answer.

To get a read on our expertise we have a special price for our analysis of your present company marketing. After journey #3, all information about our e-Val is there to aide in your decision.

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information. There is a special introductory price for our Marketing mcg e-Valuation. Check it out today!

Looking for additional ideas?20 Read last weeks post, “How to use Direct and Digital Marketing to Drive Your Small Business Marketing

Please let me know what you think about direct and customer-centric marketing? Do you use them? If so, in what way?

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

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.

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. 

Coaching

Our data policy: Any data shared with us, stays with us.

DocTake4Web

© 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 Use Direct and Digital Marketing…

bwdirectmailadvert-copyto Drive Your Small Business Sales and Revenue.

Recently I read in a small business LinkedIn discussion group that digital marketing is the surest form of marketing for a small business that is looking for growth. I was looking for short answers to share about direct vs. digital marketing. Hours later, I found plenty, short and long answers. Here’s the short.

As a publisher of a quarterly newsletter, Direct Marketing Success, I have an enormous collection of Direct Marketing articles, white papers, case studies and reports. I frequently use social media to share my direct marketing knowledge with a small business. Or just about any other channel known to find a small business.

When I do get involved in discussions over the Internet, some are surprised that I use and promote direct mail. Direct mail is like a dinosaur, extinct, gone for good.

Yet, I know a lot of companies that use direct mail. The mailers I know even use the articles I write for our quarterly newsletter as marketing tools to promotepterosaursweb their own business. On some occasions, we use a Pterosaurs to deliver the goods!

Direct Mail is a channel of direct marketing.

Direct Marketing is much more than a single communication channel like direct mail.

Direct marketing means delivered directly to a single customer through any channel the customer may use or prefer.”

Direct mail started as an advertising tool after World War Two. In that period of time, most advertisers used radio or newspaper, the most common channels to advertise. Television was on the horizon, but at that time in history, people owning a television, was just beginning to grow.

Direct mail took off as a great tool for a small business.

When I changed the name of our publication in January of this year, during a visit to the paper and digital archives, I uncovered some valuable information when digital began its ascent in marketing.

Specifically, Direct Marketing with mail has many different tactics to reach customers. A marketing message can gather the reader’s attention with captivating copy, an impactful design, and crafting an offer that is hard for anyone to refuse.

However, direct mail embraced digital marketing, (although it was not called digital), with more tactics to dazzle the reader. For example:

  • Companies tested their direct mail messages in small (50k) sample sizes and analyzed the data for its potential to increase response.CreativityWeb
  • List companies built segmented databases of “like groups” lists for relevant direct mail targeting specific audiences.
  • Direct mailers were one of the first users of what we now call CRM.
  • Direct mail companies studied their mailing results looking for behaviors to increase response.
  • Innovative direct mailers were studying email and website data from their service providers, 15- 20 years ago.

Direct marketing is a great strategy for small businesses to apply in their marketing today. When you need to reach a customer directly, digital and direct marketing techniques are the two leaders to deliver the message.

Yes, direct to the mailbox still works. Add any other communication channel to get a higher response. Plus, the data collected, stored and analyzed, teaches marketers about the customer’s preferences, leading to better messages for future marketing communications.

Sound familiar. Yes, direct marketing and digital marketing were made for each other.

Looking for additional ideas?20 “Offer: 10 ways to use the direct marketing and mail basics… and kick butt today in your multi-channel and digital marketing.”

Please let me know what you think about direct and digital marketing? Do you use it? If so, in what way?

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.

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. 

Coaching

Our data policy: Any data shared with us, stays with us.

DocTake4Web

© 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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