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How to Use Emotion to Boost Direct Marketing, Direct Mail Response and Landing Page visitors…

even when you positively need a great sales program to save your job.

If you’re like most people, you have a lot on your mind today. You’re thinking about a presentation you’re giving tomorrow, wondering how you’re going to pay for your daughter’s wedding, or maybe pondering whether to buy that new car you have your eye on.

People are preoccupied with their own thoughts. These thoughts are filled with emotion and linked to our inner wants, needs, interests, joys, fears, hopes, expectations, and regrets.

How do you get a reader’s attention?

This constant emotional stream forms a barrier between the mind and the outside world. You can’t cross this barrier with logic or reason. Any message unrelated to the emotional inner world of a person is ignored. The only way to get someone’s attention and capture his or her interest is to deliver an “emotional appeal.”

To illustrate, let’s look at a real event. Some years ago, in a small Texas town, local police were battling with speeders. They put up signs that read, “Speed Limit 20 mph.” Everyone driving through town could see the signs and understand what they meant. But drivers just weren’t getting the message, and the speeding continued.

Then someone suggested making one small change. Police replaced the old signs with new ones which read, “20 mph or $19.90.” It worked. Soon, police reported that drivers were slowing down as they entered the town.

Why? Because those Texas drivers were so preoccupied with their own thoughts and feelings, the speed limit message couldn’t break though. Only with the emotional appeal of being fined and losing money did anyone pay attention. It works the same with direct marketing and even on a landing page.

First, let’s look at direct mail.

People sort their mail quickly and ruthlessly. Any mailer that isn’t directly relevant to a person’s emotional life gets tossed. For example, a mailer that merely announces the opening of a bank has no emotional appeal, so it’s ignored.

But a mailer that offers a comparison of mortgage rates of all local banks with the headline “Confused about where to find the best mortgage rates?” breaks through because it addresses the fear of making a bad financial decision.

Don’t just sell a weight loss program, sell a way to be happier and have more energy. Instead of announcing a seminar, invite people to be part of an exclusive group of executives. Rather than bragging about your menu, show how popular and fun your restaurant is.

Even the landing page people first access to enter your website.

Your website is an important tactical tool to tell the world what your company is all about. Once there, you’d better have your emotional appeal ready, because in a few seconds the visitor is gone. Acme Direct hits the nail on the head by using a headline on their landing page:

“Helping you achieve the best time in your next marathon when using our brand-new running socks built with nanotechnology.”

You got the readers attention so, make sure you educate them on your new technology, inform them how to try a pair and deliver value with a money-back guarantee if not completely satisfied.

Most purchases people make today are discretionary. They’re not required, but wanted on some deep emotional level. Injecting emotion into your message will help you speak to that inner self where buying decisions are really made.

Summary

Make your order form with “multiple offers” to appeal to your customer. “Buy two pairs today and get a third pair on us. Did We say free shipping?”

Don’t get greedy. If the offer is not relevant, you may lose an order. When in doubt, test!

Thanks for reading. Any questions please post them below.

###

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

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

Teaching and Coaching – It’s what I do.

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

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

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

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

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

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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

Deposit Photos, Copyright:Tomnamon

Thanks for reading. Any questions please post them below.

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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The number one constant in marketing your #SmallBiZ products and/or services today is…

your marketing results change daily and eventually, revenue.

Many people, on any given day, may or may not purchase your product or service. I’m not trying to be the bearer of bad news, just stating the facts. Yes, it’s going to get worse before it can get better. I’ll share my prescribed treatment shortly.

No matter what your product or service offers, change is the one constant that comes to the fore front of anything you plan to promote. Your buyers are human, so a change of mind can occur in seconds. So, in turn, your messages need to change like the many faces of Eve. How many contacts are in your database?

 How do you combat change?

Someone once said, “You cannot be everything to everybody, but you can be on special occasions.” I could not contribute that quote to any one person, so it must be me. Moving forward, you need to create this special occasion.

So, what is that special occasion? Is it good, bad or indifferent?

There are a variety of nuances waiting to make your day. Technology? Disruption or hacking? Getting slammed by the competition? The best phrase for that occasion –  “you’ve been warned.”

What action should you take?

Don’t be that person who looks away from the problem. Nothing gets solved having that attitude. Start looking at the pros, smart marketers, and the cons, there is more than enough to go around, in two separate columns that you project will have a lasting impression. Write them down and try to give each one on a scale from none (one) to big time (ten). Make it a weekly tactic to make sure you do not miss a beat.

 What about Moore’s Law?

If you have not heard about Moore’s Law, here’s a simple definition.

“Moore’s Law – computer processors double in complexity every two years especially relative to cost or size.”

I bring this up because Intel, the manufacturer who coined the phrase, recently stated that in five years Moore’s Law will become extinct. Something else will need to take its place. They didn’t say, but place your bet on speed.

 Will you be ready?

If you decide to learn and train, you are on the right track. If the right track selection is to learn more about customer and prospect data, that is an awesome decision. Building customer profiles, segments and testing key decisions you make and adding results into a CRM, is a very wise choice.

Here’s the treatment I recommend.

You can never have enough customer information. Collect the information and take time to analyze it. After all, your customers can change daily and understanding some of these changes, will keep the revenue in the black.

If you missed the post from last week, check it out, “How to motivate your customers into action.” Also, look at the Direct2Customer infographic, for additional business and marketing ideas.

Summary  

Better relevant and timely communication messages may be the vehicle to keep your small business on a good growth curve. With added revenue, you may find that new four-wheel vehicle, more affordable.

Moore’s Law definition from <https://www.merriam-webster.com/dictionary/Moore’s%20law>

Thanks for reading. Any questions please post them below.

###

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

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

Teaching and Coaching – It’s what I do.

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

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

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

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

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

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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

Deposit Photos, Resisting Change Leads to Obsolescence or Death© iqoncept

Thanks for reading. Any questions please post them below.

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to motivate your customers into action…

i.e., spend money and even learn more about them!

The purpose of direct marketing copywriting is to move people toward an action. The more you address the specific human elements that motivate your audience, the greater your chances to move them to action – to make a call, send an email or buy.

So, what moves people? People cannot resist a bargain. People seek pleasure and satisfaction. People like exclusivity. People are looking for proven results. And some are even moved by greed.

People seek to improve themselves.

They want to save time. People seek security and safety. People seek power, stature, and fame, flattery from others and inside information. They are often envious, revengeful and proud.

People want to make money, save money, save time, stay healthy, become more knowledgeable, increase their status, and boost their prestige.

What motivates your customers on a regular basis?

Even if you don’t categorize or profile your customers, I’m sure you know how some customers will respond, and what is their trigger. This is a never-ending list as we all try to understand the human mind and how it relates to purchasing our products and services. Once you start categorizing, you’ll begin to see a broader array of ideas on why your customers buy.

You need not attempt to solve the human condition in every direct marketing piece you write. What you need to do is:

  1. to think carefully about what you are selling,

  2. to whom, and

  3. how best to make them want to act?

Learn the rule of three’s.

These are the three most important questions you should ask your customers. The first question can provide a lot of answers, but limit the answers to three. You’ll also find answers in your accounting materials, shipping receipts and social media. Let’s call this the rule of three’s.

Secondly, build customer profiles in a simple male or female, geography, and age. Ask everybody in your company who deals with customers to check social media such as LinkedIn or Facebook. Additionally, you may find a thing or two studying shipping receipts.

Finally, start examining your direct marketing copy. What type of attraction did you use in the design of your message and make the reader pause? Did everyone get the same offer? Check the analytics to see if there is a measurement.

If you have data results from previous programs or campaigns, compare results. In fact, don’t go beyond the rule of three’s until you feel enough data was collected and analyzed.

It’s a complicated activity and, at the same time, it is easy. Your direct marketing must lead people to consider worthy opportunities to improve their personal situations.

It becomes much easier when you take the time to keep learning more about your customers and provide products and services that exceed their expectations.

Some of those expectations may even be in the preceding paragraphs.

Summary

Another good idea is to send a very short questionnaire to your customers monthly. If there are too many customers start looking at creating a group of customers and divide your customers in groups you can handle. Keep in mind you need customer information.

Thanks for reading. Any questions please post them below.

###

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

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

Teaching and Coaching – It’s what I do.

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

 

 

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

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

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

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

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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

Deposit Photos, Visual attraction, by Stone tablets web banners @ nucleartrash

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Visuals attract and make the reader pause…

now pounce on them with an offer they can’t refuse –  but be nice.

Direct and digital marketing 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. For example:

  • Give me a call regarding our new pricing for prospects. Change to ring.
  • Would you like me to add you to our customer care weekly email?
  • Visuals attract and make the reader pause…
  • The weekly business after hours is a great place to meet and network with people looking to sell and buy. Build on relationships.

At times, your audience may not understand a visual. Many have heard of the Pareto Principle, but after seeing in use within a post or an article, you deserve a trip to Google to answer all questions.

This is another pause visual to slow or stop the reader to check it out. Make sure the post or article opens in another page so the trip back for the visitor returns to the original page. Also, this is a good way to aid in the definition of a word or phrase.

“Now, why didn’t I think of that?” Or, “the competitor’s new product will kill us.”

Do you know who your audience is, direct or indirectly?

Each is important, but prospects and customers will overlook the best words and most monumental ideas unless something grabs their attention. Coming up with “grabbers” work well with just about any communication channel today.

The grabber for direct mail is the design. It’s the proper blend of color, shape, size, illustrations, photographs, and typography.

I know what you are thinking. If you said our digital and social media communications could use a design makeover, you are right. Try it. You’ll not be disappointed.

A good headline accentuated with a photo or art is – 

“a double whammy, thank you mam.”

Bright colors and bold graphics set your work apart. Illustrations are easily editable to fit your brand, and can even be more universal than photography. Let vector images help your next project pack a punch.

Focus on creating a “how-to” or “why” or a “number series” while adding value and/or providing entertainment in the form of a photograph, vector image, or even a short video or GIF.

As I learned in Direct Mail 101, the how-to is very powerful because it engages the prospect on a deeper psychological level. It’s self-centered and most of us pay more attention when we hear “how-to and whatever follows after it.”

Try using a catchy relevant headline in the email subject line and see your open rate increase.  Go one step further and add vector images or photos with copy.

Headline example:

How to Reach a Qualified Target Audience… and motivate them to seek you out!

Photo example:

Momentum by definition, is not only a powerful force, it can keep people in motion. Eventually, when focused on a segment of your contacts, such as prospects, you will learn how to qualify them.

The copy and the photo is enough to draw the reader in to the post. The copy should appeal to a human emotion.

Ask a question in the headline.

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

Curiosity can draw many reasons to find an answer.  A good copywriter will add more subtle information. Such as, in…

Subhead. Hint. Something you do outside the box?

The answer is 700 million of letters and parcels are delivered daily by the United States Postal Service. When you decide to use the US Mail channel, it’s a pretty good guess the contact will get what you sent, in his or her hand, and open it?

Thinking of using direct mail?

When designing direct mail, many people tend to be overly concerned about the individual design elements in the piece. Such as:

  • How does the headline look?
  • Should we put a few bullet points here? How about some additional color here?
  • Stop! Always try to look at your design. Stand back from your ideas and look at it as you would a fine piece of art.

Imagine the blocks of text, the headlines, and various color blocks and photos as design elements – squares, circles, rectangles. See what stands out and what does not.

Summary

If you want to learn more about this channel, direct mail, visit our Direct Marketing and Mail website. On the first page is an Infographic on our journey using direct and customer focused marketing for small businesses.

Then click on the publications tab. The tab is the gateway to learn about direct marketing mail, a very important part of multi-channel marketing. Download a copy of Direct Marketing Success and sign up for our monthly email newsletter.

One last point – visit the blog tab. There are over 300 articles on direct and customer-centric marketing.

Thanks for reading! Life is too short to use disruptive and one-channel communication to try and build your SmallBiz! Give us a –

###

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

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

Teaching and Coaching – It’s what I do.

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

 

 

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

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

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

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

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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

Deposit Photos, Visual attraction, by Stone tablets web banners @ nucleartrash

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to determine your direct marketing program’s response rate…

will keep you very busy and the envy of all your employees!

Imagine a crystal ball that predicts your direct marketing and digital marketing response rate. Talk about real job security!

Unfortunately, when it comes to direct and digital marketing, there is no such thing as “guaranteed response rate.” The crystal balls we’ve seen are not that dependable.

Predicting any type of response rate is difficult. The number of variables that come into play are enormous:

  • Price.
  • Uniqueness of the product or service.
  • Your competitor’s price.
  • What the direct and indirect competitors are doing, and how they are marketing.
  • Your list of contacts and “how clean” is the list.
  • Your creative approach.
  • The seasonality of your product or offer.
  • The image or brand you project in your marketing materials.
  • The offer.
  • The weather.

So, what do you do?

Naturally, you need some indication up front to help you plan before the next marketing project. In the prehistoric era of direct marketing mail, someone thought of the “breakeven point” as a way of validating the likelihood that you can sell what you need to sell.

Here’s a simple breakeven point used by many direct mail marketers.

If an item retails for $100 and costs you $50 to buy or build, that leaves $50 of margin to cover promotion, production, postal rates, and so on.

Next, assume that your direct marketing program, including all list of contacts (customers and prospects), printing, production, such as an offer, creative, postal costs and mail processing using a variety of channels in addition to mail, email, landing pages, website and social media costs you $400 per 1000 messages delivered.

Divide $400 by the $50 from the promotion side of your retail pricing. The answer is eight – eight units per 1000 messages. These eight units represent the number of sales you need to have to breakeven from the 1000 messages you sent.

Is it truly a breakeven point?

So, based on what you know about your company, the industry, the product, the time of year (if seasonal), and so on, does the closing ration seem realistic and attainable? Can you sell eight units out of one-thousand messages sent?

If you lean in the direction of “Yes,” you’re moving in the right direction. Next, determine an initial test of your marketing messages to get a glimpse of what your response rate percentage will be. If you lean in the direction of “No,” rethink your offer, the direct marketing channels used, your cost of goods and sales, and each point within your direct marketing program that may be questionable.

Summary

If you are new to direct marketing, there are other tactical tools, you can add with the various methods above. The more you use can eventually lead you to the goals you have in getting a higher response. Here are a few additional articles you can use to help you develop your own ways to measure and get a better response rate.

ONE.

10 Ways to Catch Big Game… while correctly building a database that works!

It’s a Jungle Out There!

In a jungle of leads, finding the right lead to an eventual sale, takes your lead out of the jungle and into to your database, or what we call Camp Profit.”

It’s a well-known fact that companies that bind the power of client information using data management, improve their direct marketing performance and increase their chances for long-term profitability.

Here’s why.

TWO.

Email service providers can provide many measurement tools that are extremely helpful in your response goal. 

Looking for A Lead Generating System? That lives up to your first-rate expectations? ​

Email marketing, when used with direct mail, can be your lead magnet. ​

The first question that we ask a client was regarding the condition of their email list. The second question, how old is your email list?

Even when using a customer-contact management program or a CRM with an email list, without a strong policy to verify that the email address is updated, is iffy at best. If this is the case, send an email requesting to update contact information. Some people will answer, but your email provider will send you:

  • did not open,
  • forwarded,
  • bounces,
  • spam reports and
  • unsubscribed.

Click to read the article…

THREE.

Easy Testing Tools for Your Direct Marketing Tactics…

For use in email, social, direct mail or any other channels of choice.

One of the reasons direct marketing is recommended to use with today’s many communication channels is the ability to test. Testing allows adjustments to be made creating an increase in your marketing dollars.

While there is a lot of creativity that goes into writing and designing communications, testing should be a careful and disciplined process. Here are a few ideas to ensure that you are testing properly and reaping the rewards of more effective and efficient direct marketing tactics.

Click here for Part One

Click here for Part Two

FOUR.

The Heart of Any Direct or Digital Marketing is More Than a List of Names…

It’s a major element for your marketing success.

Lists grow. Some by duplicate records. Sometimes they grow one record at a time. At other times, they grow because your customers are growing. Maybe you decided on bringing two list together and combining them into one.

When two lists are combined, they bring with them the phenomenon of duplicate records. The costs of two letters or mail pieces going to the same recipient and twice the postage is wasted.

No sooner than the time it takes to reach your mailbox, all digital skeptics reached for their can of “All-get-out traditional advertising” to rid them of all bad marketing thoughts. Am I this naive to assume the digital crowd has lists of buyers, customers and prospects? How do they communicate with their customers?

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

Click here to read more.

###

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

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

Teaching and Coaching – It’s what I do.

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

 

 

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

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

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

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

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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

Deposit Photos, Astrology Blogger or Website© innovatedcaptures and A Fortune Like None Other© robtek

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Use These Four Effective Direct Marketing Communication Channels, if…

you demand the best response from your #SmallBiz direct marketing!

Four primary channels are recommended within a frequency-based customer acquisition program: direct mail… email… landing pages… and social media to reaffirm the offer and collect better data. (Read previous post, April 5th).

Here’s the strategic game plan:

Strategic Direct Marketing

  • Two-way communicating
  • Clever and relevant copywriting
  • Design and visuals “speak to the reader”
  • A measurable database
  • Testing and data analytics

Strategic Customer-Centric Marketing Communication

  • Listen to, talk to, and understand your customers
  • Share your thoughts and ideas with customers
  • Customers get value added, no cost services
  • Customers are not treated alike
  • Customer data is segmented with targeted profiles

Multi-channel Marketing

  • A great lead generating tactic
  • Better control of message frequency
  • Cross-selling yields a higher response
  • Customers relevant copy create better response
  • Revenue increases with every marketing campaign

Data Management

  • Data analysis and analytics generate ideas
  • Data compiled from a variety of channels
  • Customer segments and updating frequently
  • Relevant messages for each marketing segment
  • A person in charge of marketing makes data decisions
  • Linked to a customer-centric marketing strategy

At first glance, you may think that direct mail and email are not the one-two best channels to reach your consumer. However, look at it this way.

“The percentage of all consumers receiving mail and Internet capability is relatively high. Using both channel options, in your direct marketing program, helps you to collect more customer data when you learn the why and how to capture it.” 

Social media belongs in your marketing communications but in a different light, which we’ll discuss later, but let’s look at the four channels –

1. Direct Mail

When you use the mail, and get a response…

then you mail (or deploy or fulfill) again and they respond again…

while gathering more customer data at each step.

Direct marketing mail is more about making an impact.

“DIRECT marketing mail techniques – copywriting – to design – to the call to action or offer – has everything you need to set the table for a purchase and collect valuable information.”

2. Email

Some see it as a competitor to mail, but it’s another great channel to use with the direct marketing mail channel.

“More people learn first-hand a better response with their email is difficult. Usually the blame can be attributed to a lack of customer data.”

To save your email from ruin, here are a few simple steps to keep you moving forward.

  • A catchy relevant headline in the email subject line adds to the open rate.
  • The design of the email can help to get an open.
  • Try something simple with your present email list. Announce your direct mail campaign a few days before it arrives.
  • Follow up on a direct mail campaign with an e-mail message.
  • Another strategy is to run parallel campaigns.
  • Any list used for marketing communication must be segmented and profiled based on present customers to match to a message.

The points above are a great way to start to create better emails.

3. Landing Pages

Landing pages are a vital addition to direct marketing.

  • Pages give readers the exact information they need to say yes and demonstrate how easy it is to place an order.
  • A landing page, in conjunction with direct mail or email, allows your customers to access web pages that speak directly to them.
  • Pages are a great tool for integrating offline and online messages to increase the effectiveness of your direct marketing campaigns.

“Give the reader a little incentive, or an offer of value, to capture more data. You’ll never have enough data.”

4. Social Media

As people search the internet, enter discussion groups or visitor social media channels, there may be an opportunity to start a relationship. You’ll need to acquire a better understanding how they use these social media channels.

“Your marketing data must determine if these channels are of value.”

If any customers favor one communication channel over another, that adds up for better customer service, then check it out.

Why? Many businesses use social media to assist their customers with customer service.

Summary

Remember, it’s all about catching the “big one”. That’s why it is imperative that a major part of your frequency-based campaign includes active, ongoing lead-generation.

There is nothing more important to keep your business healthy and growing when using these four effective channels.

Once again, information and education is the answer. And that’s often the bait we use to help you identify “big ones” that are ready to bite.

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

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

Teaching and Coaching – It’s what I do.

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

 

 

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

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

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

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

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How To Reach A Qualified Target Audience…

and motivate them to seek you out!

The first rule of Direct2Customer direct marketing is to get more… leads… prospects… relationships… engagement and customers.

To attract more of the right kind of business, you want to put the right bait in front of the right people at the right time.

Frequency-based marketing is the right tool for the money loving person who wants more $$$. And you?

For example, there are three principles of direct marketing that work hard for you and your company objectives for growth. They are perfect for you to use to grow and maintain your small business.

Here are the fundamental principles of direct marketing that work so well: 

Principle #1 –– Frequency

Principle #2 –– Reaching a qualified target audience

Principle #3 –– Offers that motivate and inspire action

The world of direct marketing has changed dramatically within the last ten years. The companies that depend on direct marketing face monumental challenges.

Business is tougher than ever.

Competition is stiffer.

Loyal clients are harder to find.

In fact, while you’re busy dealing with day-to-day business activities and (to use a fishing analogy) not watching the bobber, some competitor could be looking aggressively at your pond… and marketing vigorously to your clients… to lure them away from you!

The obvious solution is to do a lot of fishing… fishing for new business… to take an active, aggressive marketing and prospecting posture today and every day… and to utilize and deploy a proven combination of prospecting, marketing, and selling tools… each designed to deliver a significant return on your prospecting investment!

To accomplish this, you need to apply the three principles of direct marketing:

Put the right bait (the right offers) in the right place (in front of your best-qualified prospects) at the right time (frequently, so that buyers think about you when it suddenly becomes their agenda to act or make a change).

That’s what a frequency-based prospecting program is all about… reaching a qualified target audience… and putting messages and offers in their hands that are relevant to them… and that motivates them to seek you out!

Next Week: The Four Powerful Channels

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

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

Teaching and Coaching – It’s what I do.

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

 

 

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

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

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

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

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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

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© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Direct2Customer Marketing is Not for Any Small Business…

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

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

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

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

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

Look at corporate strength to get you thinking.  

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

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

Corporate Instances of Weaknesses.

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

Competition

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

Goals

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

Summary.

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

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

Want to learn more about about the USP?

Here’s another view on branding.

NEXT WEEK: How To Reach A Qualified Target Audience… and motivate them to seek you out!

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

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

Teaching and Coaching – It’s what I do.

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

 

 

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

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

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

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

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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

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© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Quantity vs. Quality…

Which one scores your highest ratings in marketing and advertising?

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

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

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

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

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

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

Profit is a good thing.

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

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

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

Test one item at a time. 

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

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

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

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

Test against your “control.” 

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

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

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

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

Summary

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

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

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

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

Teaching and Coaching – It’s what I do.

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

 

 

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

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

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

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

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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

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© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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

Hint. Something you do outside the box?

No, I don’t need your answer now, but learn how we’re giving away FREE ONE HOUR of a MCG-eVal marketing evaluation.

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

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

Direct mail is another marketing channel you can use.

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

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

LEARN MORE ABOUT POSTAL SERVICES

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

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

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

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

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

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

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

Would you like to increase your marketing revenue?

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

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

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

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

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

Here’s an offer.

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

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

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

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

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

Teaching and Coaching – It’s what I do.

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

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

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

Reach out now. New lower priced offers!

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

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

Mike Deuerling. aka: MarketingDoc

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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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© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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