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Need a boost in sales?

SalesCycleWebHere’s A Simple Strategy for Complex Sales Cycles.

Some companies are lucky. They have a simple sales cycle and use a simple message. They send an offer. They get a response. They send another offer. They get another response.

The more complex your sales cycle – the longer your sales cycle – the higher the price tag on what your selling – and the more prospects need education before they are able to make a decision, the more you need to communicate.

This “more” relates to the quantity of quality messages you send throughout this lengthy sales cycle.

Choose to use the correct channels of communication.

Now, it’s important in this long sales cycle to understand that not all materials sent need to be heavily branded brochures mailed, dropped off in person or through MultiChannelcontinuous emails. Most companies probably know how great you and your company are after that first meeting.

In fact, you may be miles ahead to think in terms of ideas and inspiration you can send that are truly helpful to prospects and customers:

  • Send newsletters that educate.
  • Use content marketing that informs and helps prospects avoid common mistakes.
  • Send links of industry news which may relate to some or all contacts in your CRM.
  • Using case studies in complex sale cycles are still in high value today. Video is a channel that gets a lot of attention.

The key is to keep what you send relevant to improving the prospect’s future as well as customer’s who missed a purchase or two.

This builds rapport. This rapport leads to a professional relationship. This relationship leads to you becoming a trusted ally and resource. This relationship leads to a sale. It may also lead to a long term commitment of purchases.

Of course, this commitment to communication requires that you know who you’re messaging. This is why you use a CRM in the first place. Think: good data in, get good data out. No data in, means bad data out. It pays to work a CRM the correct way.

It'sOnlyCRMJust a drip here, there or everywhere.

In the golden days of direct marketing, the communication process was called drip mailing, emailing or just about any communication channel your customers prefer to receive communication. Back then we called it effective selling and marketing.

This process will label you as an expert. They identify you as being truly concerned about the well-being of your customers. And they set you apart from the competition.

Hopefully it was just the boost you were looking for.

Looking for information on the use of a CRM? Checkout this post.

Need some info on and ideas on a B2B database? Just a click away.

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

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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. 

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

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

 



The use of fear in direct marketing copy when used wisely…

I-have-onesuch as in a positive approach to fear, can help your small business gain more customers.

There was a time when the world of advertising cared only about the “features” a product had. The product came in four colors, three sizes, and two shapes. This was really all you needed to say.

Then some high-powered Madison Avenue advertising executive discovered the importance of translating features into “benefits.” Because it came in four colors, you could color-coordinate with everything in your wardrobe. Because it came into three sizes, one would be ideal for every kitchen countertop. Well you get the idea.

Don’t stop now!

ItsAllPriceBut wait there’s more. Next the greatest revelation of all surfaced within the world of direct marketing. The new corollary went like this: You needed more than features and you need more than benefits.

You needed an “offer” -– a compelling “reason” for people to call, to respond, to pick up your phone, to check out your website, to place an order online, to click on a QR code, and so on… and do it now!

And all of these messages were positive, geared to helping you see that you would and could look better, feel better, or feel safer.

Fear is a “distressing emotion.”

Today, when you need to get someone’s attention, you need to instill a generous amount of fear in your message. Fear is a distressing emotion whether the threat is real or assumed. It causes people to think, assume or conjecture. That’s because, in today’s digital world, without the fear there is no basis to change.WishingHoping

So you want to tell customers and prospects how bad things can be if they don’t take action now. For example:

While it is true that people buy a product because they want to look better, more often than not they buy it because they don’t want to look bad.

Similarly, people often buy a product because they want to feel better. But more often than not they buy it because they don’t want to feel bad.

And people often buy a product because they want to feel safe. But more often than not they buy it because they don’t want to be at risk.

While the headline in an advertisement may read “Look slimmer in days,” the results actually do improve when the headline is based on fear, and implies that “If you don’t buy this, you’ll look really bad, you’ll lose all your friends, and no one will like you!”

seepingWebDirect marketer’s menu of emotional appeals.

Direct marketing techniques are very useful to use in present marketing tactics. Ever wonder why someone didn’t make a purchase?

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.

Check out some of the emotional appeals such as specific wants direct marketers use in their copy.

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

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

 Take our All Marketing Is Direct to Customer journey today.

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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. 

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

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

 



There is one type of writing, which is about as long as the Great China Wall…

and is a wall of the worst kind in direct marketing.TheWall_Web

Pink Floyd sang about the wall. There was the Berlin Wall separating the German people, East vs. West. Then there is the wall of all walls, the Great Wall of China.

Then there is the headline of this post: wordy. I did leave a bit of doubt for the reader, so I hope you at least made it to this paragraph.

When you begin your next direct marketing message or mail project, unknowingly to you, your copywriting can greet a reader like a wall – a wall of type, that is.

As a copywriter, you work very hard to get prospects/customers to open your envelope – open your email – read a blog post. The best-written sales letter in the world falls flat – the email subject line is too long or the copy in the subject line is bland and not inviting the reader in.

Any copywriting that is full of uninteresting pages of near-solid type font – single spaced, with no space between paragraphs, and small margins left, right, top, and bottom. It becomes a wall of the worst kind. In fact, that’s like climbing a wall.

This wall doesn’t look friendly and it’s hard to read.

When you tear down the wall – 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.

The use of “dynamic visual paragraphing” moves the readers’ eyes to the highlights of your offer. It creates inherent visual interest. It speeds the reader along. It helps them get to the point. The readers see the key points of your promotion and offer.

The paragraph may look busy. Some may even think it’s hokey or undignified. But it’s truly effective as a paragraph.

Good copywriting, a potent skill in this digital landscape, can move your direct marketing message up the line toward conversion by the reader of the copy.

The Traveling Wilburys wrote a song where the walls came tumbling down, somewhere in New Jersey. And the lead singer, is related to a Wallflower. Reading musical lyrics can add to your copywriting skill. Check a few out and let me know what you think.

Also, check out the Purdue Online Writing Lab, the Owl, quick pointers to help you out during the next copywriting project in direct marketing.

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

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

 Take our All Marketing Is Direct to Customer journey today.

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

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Don’t procrastinate, eValuate.

 

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

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

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

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

 

 

 



How to Turn Your Website into a Customer Relationship Tool…

BidgTheWEBusing a few or all 25 ideas!

About fifteen years ago, having a business website was a big deal. It was also a complete waste of time since few people used the Internet for business matters.

About eight years ago, quite a few small businesses, had not even updated their website since, probably fifteen years ago.

Today, that’s all changed. Nearly everyone has a website. And it has become routine to use the Internet for e-mail, billing, ordering, blogging, sending readers to certain landing pages on their website and to give a quick response to a customer service issue.

ScreenShotBut many businesses still haven’t fully realized the power of their own website to interact with people. Many have little more than an electronic brochure with their company name and a few slim details about their products or services.

Just recently, a person said to me their website was a total waste of time. I asked how often do they update the site? I’ll say a blank stare given to me means never. But a website today can be far more. They are also much easier to update.

The recent comment mentioned above, led to an idea for this post. I took everything I could find from my archive on websites and behold, here are a few ideas to turn your website into a powerful customer relationship tool.

  • Offer product literature in a PDF using a simple request form to get a copy.
  • Turn your printed literature into easy-to-download PDFs for faster and wider dissemination.
  • Create a ready reference for product specifications, owner’s manuals, and parts lists on your website.
  • Use a video of current products and services. How to fix and repair a product keeps the home handyman happy and loves telling others.
  • Explain guidelines for ordering, payment, and returns in easy terms to understand. Using a visual is a good choice.
  • Create a customer service tool using social media to reduce phone calls and increase customer satisfaction.
  • Offer an email newsletter to keep people up-to-date with your services, growth, and product or service offerings. Depending on your business, start out on a monthly schedule, but keep checking email results.
  • Post back issues of your blog and newsletter for reference.
  • Post your annual report to save on printing and postage costs.
  • Post news releases and product announcements on social media with a lead back to your website.HTML
  • If you have frequent information updates, you should build another web page that always is updated and send each new announcement via email.
  • Post your customer testimonials. If a customer sends one to your company in writing, ask them if you can publish it on your website
  • Provide information about how your company was founded, its history, and behind-the-scenes information to increase your brand awareness and increase the comfort level purchasing from your organization.
  • If you have an interesting factory or plant, create a photo or video tour to show how your products are made.
  • Provide a list of capabilities. Obvious, but make it easy to find. WordPress has a great assembly of one page templates that make this easy and affordable.
  • Post names and photos of key personnel, including customer service representatives. Social media, such as Facebook, is another good tool to use.
  • Give a “swagger list” of completed projects that show off your skills and capabilities. This is another good idea for a company video.
  • Build credibility by posting favorable product reviews or customer testimonials.
  • Impress prospects and customers with testimonials, awards, and prizes won by your business or staff members.
  • Prove your competence and industry leadership with how-to articles and white papers. Especially important if your company is starting to write and distribute content.
  • Show the names and logos of well-known customers, but first get permission.
  • Offer “request for quotation” forms for immediate download or design a simple web page form that people can fill in and submit.
  • Provide an easy means for contacting your company with questions or feedback via all the latest communication channels. This could include branch sales offices, representatives, and distributors, if appropriate.
  • Sell your products online through a shopping cart system. Check on the competition to see what they are using for customers and prospects.
  • Sell replacement parts or accessories online.
  • Start posting a blog to make it easy to reach customers. Always show how your product or service can offer a solution for your customers. Today, saving time is high on everyone’s customer list and may require a separate web page to induce conversation in the comments section.

PhPToday’s digital marketing scene has changed a lot of buying and purchasing decisions. Don’t ignore what you are seeing in your industry. Check on your competitors, talk to industry leaders and never fear change until you determine its effect on your company.

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

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

 Take our All Marketing Is Direct to Customer journey today.

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

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Don’t procrastinate, eValuate.

 

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

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

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

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

 

 



Here’s How to Increase Action to Increase Response…

IntoPathFinalV2WebDocand keep your direct marketing on course!

The old cliché for real estate success was “location, location, location!”Compass_Web

Well, direct marketing success carries with it a similar formula: “frequency, frequency, frequency!”

More action means more response. And the quickest way to generate response from prospects is to send them one great offer after the next. And make it so impressive that they can’t wait to respond.

So what are the greatest stumbling blocks to “frequency, frequency, frequency?”

GettingTenseIndecision. Hesitancy. Procrastination.

Unfortunately, we often see small business owners and managers agonize over what to send and how to send to the point where they never send.

With the best intentions, they’ll gather a committee together to wrestle over mundane points. If one channel is mail, they’ll argue the paper stock. If another channel is email, they’ll argue typeface. They’ll argue the background color and even the subject line. And on and on. And all this happens before they tackle the most critical elements: the ideal list of contacts, compelling offer, and gripping headlines!

The quickest road to direct marketing success that we know is to keep it simple and keep sending a message. Concentrate on a great offer supported by clean, crisp graphics.

TheEndMonkeyYes, it really can be that simple!

Certainly there are times – such as the launching of a new product or facing off with a tough competitor – when the creative struggle is necessary and worthwhile.

But we would hazard to guess that a large portion of your message could be and should be more frequent, simple and straightforward.

Remember that if you don’t have a steady consistent messaging campaign, using multi-channels to extend your reach, your results will be sporadic, at best. And if you second-guess yourself to the point of inaction, you always get the same, predictable results – nothing!

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

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

 Take our All Marketing Is Direct to Customer journey today.

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

Marketingeval_logoV3

Don’t procrastinate, eValuate.

 

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

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

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

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

 

 



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

GraphicChoose one and only one!

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

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

Wait a minute. This can’t be right.

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

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

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

Then stick with what you chose.

Check out this type style example from the archives.

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

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

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

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

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

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

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

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

 Take our All Marketing Is Direct to Customer journey today.

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

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Don’t procrastinate, eValuate.

 

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

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

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

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

 



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

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

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

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

What is growth hacking?

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

seepingWeb

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

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

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

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

Any small business using only one channel to communicate is…

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

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

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

You don’t.

Build a product the makes customers happy.

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

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

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

Successful small businesses use a similar marketing opportunity for growth.

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

Understand what you are Really Selling.

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

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

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

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

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

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

Summary

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

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

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

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

 Take our All Marketing Is Direct journey today.

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

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

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

 



How to Create a Question That Gets An Answer

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

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

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

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

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

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

Don’t Ask Questions, Answer Them!!!

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

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

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

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

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

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

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

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

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

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

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

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

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

 Take our All Marketing Is Direct journey today.

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

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

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

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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.



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

StepbyStepis rather logical after walking in their footsteps.

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

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

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

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

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

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

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

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

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

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

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

OrangeFeetWebLooking for additional small business direct marketing ideas?

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

“3 Tips to Boost Your Customer Retention.”

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

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

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

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

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

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

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

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

Don’t procrastinate, eValuate.DMCMnetV4a

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

It’s here, our new monthly publication…

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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.



6 points to help you finally crack the code,

B&WDirectMailWeb2why all marketing is direct.

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

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

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

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

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

Point #1. Your customers are fickle.

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

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

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

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

Point #2. Marketing is subjective.

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

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

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

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

Point #3. Invest wisely.

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

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

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

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

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

Point #5. Do something different.

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

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

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

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

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

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

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

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

Summary

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

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

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

 

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

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

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

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

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

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

Don’t procrastinate, eValuate.DMCMnetV4a

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

It’s here, our new monthly publication…

DMS LOGOV10

DocTake4Web Grab a copy today!

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




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