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Multi-Channel Communications

Don’t take your customers for granite!

Here’s how, in case you prefer to follow the advertising leaders.

No, that’s not a typo. What I mean is, don’t assume you have a customer for life – or even for the next purchase.

I’m willing to bet you know the unique definition of “assume”. There’s no way you want to join the donkey club in this “the age of instant communication.” Yes, somewhat like instant coffee, but there are no grounds to stand on.

The point is you need to start learning more about your customers. Don’t click away because you know all you need to know about your customers. That may have been true yesterday but is it still true today? Even more so.

For example, just this week, I ran across the following articles, which appeared in a blog from a direct marketing publication by Direct Marketing News, in one day, back in November 2010!

“Banks roll with new financial regulations to learn more about their customers.”

“Make accurate customer data the center of loyalty efforts.”

Today, I see similar statements. Why? Data-driven marketing needs better customer information for anyone to respond to a marketing message. Even technology, such as marketing automation, Sales Force and any of the databases created to help marketers reach more targeted segments and build better customer profiles.

Take a step back.

Since the term for direct marketing came about as a strategy, in the 1950’s, it coincided with companies using direct mail to reach customers at their homes “directly” to their mailbox.

As time kept rolling onward, many ideas and customer needs changed, eventually meeting head on with technology.

In Forrester’s, “Winning in the Age of the Customer,” the risks in today’s customer-led market have shifted from responding too early to responding too late. Forrester’s age of the customer research gives business and technology leaders common insights and integrated playbooks — the fuel for complex, high-stakes customer-obsessed strategies.

Back to the present.

The articles in the blockquote above was from one publication. These two headlines point to the fact that customers are always changing, and if they mean anything to you and your firm, you need to meet the change head on. The published date was seven years ago!

In the first headline, banks need to learn more.  Stop and think a minute. I would think a bank knows a bit more about their customers than, for example, a retail store? If that is a true statement, then even the banks don’t have enough information about their customers or, are not recording selected data. Or, they neglected to act on it because the money was flowing in like a raging river after the first spring thaw.

Even collecting a minimum of information and acting upon it, such as better relevancy in the message to the sender, causes an uptick in responses. For example, if an optometrist has a better lens for people who wear bifocals, why send this information to their whole list of patients?

The need for a bifocal usually occurs in the later years of life. Why not go into the patient list and just pick the patients currently wearing them. Then select patients over 40 who are not wearing them, but may likely  need them. The response rate can be two, three or four times better than just an ordinary message.

In Summary.

Data is a lot of work. Interpreting data is more than a lot of work. Technology changes too fast. And the list can go on forever. In real time companies wait for the next bout of technology to take effect. Or wait until the next new and better version. Or just wait.

Today, we’re experiencing another form of a disruptive tactic of advertising. Turn on your computer, a tablet or even a smart phone and what do you see? If you said an advertisement, you are a correct. The advertiser provides the data and the channel delivery.

If you collect data and do not react to it, you’re missing many opportunities and not realizing it. So, don’t just sit there and wonder “where have all my customers gone?” Start learning more about your customers and compare them to your prospects, to regain those rock-hardened relationships you once had.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

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

Marketing eValuations – Teaching – Consultation. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

Deposit Photos: © #6856063

© 2007-2017 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, Stencil or John Deuerling.

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How to get up to speed before you’re ready to get serious using email …

and the importance of knowing the right answers to 7 questions before you send an email off!

There are many questions to answer before you embark on any marketing and advertising program or campaign. What contacts are receiving the message? Prospects? Customers? A recently purchased new list? Or a specific segment in your CRM?

Yes, there are many questions that must be answered way before the email delivery date. Some customers may respond to direct mail, others through social media, a website landing page or even email. Almost everyone has an email address or two.

Email has had its ups and downs. Have you recently used an email campaign? If you answered no, here’s a how to get rid of the dust and cobwebs on your email machine in seven easy steps.

  1. Why use email in your promotional mix?

Email has many different uses. It is used in project management, customer service, a delivery tool, and more. In a marketing and selling campaign it can mean lead generation, retention of clients, cross-selling, and even up-selling. Select one and match a list of contacts that are likely to respond. Caution: Don’t mix and match a marketing and selling campaign. There are different levels of interest.

  1. Is goal setting important in email usage?

If you are a small business, goal setting is easy to develop but difficult to measure. For example, when you use email with direct mail, the response of email emulates a form of two-way communication. If the communication is analyzed correctly, you are probably able to determine what the contact is looking for and what type of communication tool they prefer you use. Email service providers, such as Constant Contact, provide a lot of delivery data and even post your email to your list of social media you select.

  1. How many contacts do I need in my email list?

As with any good list, it is quality and not quantity. If the desired use of email is customer retention, that’s a relatively easy list to assemble. If the use is prospecting or lead generation, you need to capture permission or opt-in email addresses of all contacts you enter.

This takes time but there are many other channel opportunities, such as the use of direct mail, driving contacts to your website landing page, and content marketing.  These are all great tactical communication tools to grow an email list.

  1. Where do I value content in email usage?

How many times have you heard that copy is king? Email is no different, but you need to place its value a lot higher. Your email must engage the reader and move them to respond to an offer, for more information, such as a free sample or a white paper or a special industry report. Short subject lines should attract attention like a good headline in a direct marketing campaign.

Review your answers from question one.

  1. How do we not look like SPAM?

As we wrote above, your organizations contacts must opt-in or you have their permission to email to them. What we look for is called the “spam rule of fours.” Before any email is sent…

¨you have determined that your email is sent on a consistent schedule, such as monthly,

¨the email message is effective for your organization goals,

¨the information is timely and,

¨the message is relevant for the contact receiving it.

  1. What can we do to increase the number of opens and readability?

Who is the email from, creativity in the subject line, and the relevance of the message will help to increase the odds that the email is read. Not to be harsh, but customers are saying give me the right offer/content at the right time, or I am going to unsubscribe and move on.

  1. What type of ROI should we expect?

There are many variables associated with this question. If it’s customer retention, you should expect a better than your average return. In lead generation, it’s the offer and how precise the email was segmented. If the email sends them to a website for additional action, it is easy to look at the data provided by the email provider. The data from the email provider, analysis of click’s and requests from the contacts, enable more developed concise messages as you move forward in the campaign.

Note: Re-read goal setting above, number two.

If you and your team has analyzed the seven questions and put any changes into place, the next email program will be a lot smoother. If not, let us borrow a term from direct mail…

always be testing.

Even a slight change may mean better results or worse yet, poor results.

Please contact us if you have any additional questions.

There are many communication channels in the traditional and social media that have an impact on the customers in your database. Nothing in your communication options should be set in stone. Keep talking to your customers and respond to their needs. Listening is one of the greatest skills to hone with your marketing communications.

Let me know what you think.

There is an post on Quality and Quantity which will answer a question or two.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

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

Marketing eValuations – Teaching – Consultation. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising success.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

Deposit Photos: © @ kchungtw

© 2007-2017 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, Stencil or John Deuerling.

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How Multi-layered Personalization can snag a few more customers…

when something is known about the recipient provides a significant benefit for advertising.

Personalization used with multi-channel marketing may be a double whammy and produces a significant increase in responses. However, do not forget the intricacies of personalization.

Personalization assumes that you know something about the people to whom you are mailing, emailing, or sending to a landing page and so on. It’s an effective way to keep customers spending their money on your products and services.

A word of caution. Be careful how you use personalized mail, email or any other channel you customer’s may prefer. When you presume too much too soon –– what we call “presumptuous personalization” –– you could do more harm than good.

So, here’s a simple and safe way moving forward with personalization.

Today’s marketing must be strategic and beneficial to your customers. Memorable advertising, with your marketing goals in sight, is to get the best return on your marketing investment.

Read any marketing journal or the many service providers daily emails, you’ll find across the board, from SmallBiz to the largest companies, there is a lack of understanding when, how and why using personalization.

Here’s how we look at data and personalization or Rule number one.

Use a greater amount of personalization for house lists or with clients and customers who have purchased from you before. After all, you talk with them, and they talk to you.

Naturally, they expect that you should and would know some things about them and their buying habits. So, when you first become familiar or even relating to their needs, it is because they opened the door first.

Conversely, use less personalization when you haven’t previously done business with someone, even though they fit some of the customer segments or profiles. If you use too much personalization with prospects you do not know, your prospects may see this as an invasion of privacy, stolen data or made up data.

Rule number two.

Using personalization with past customer advertising can never hurt your reputation. Go ahead and add more pizzazz to stop their eye movement and probably a few more seconds of attention that can make a difference. Testing can answer your question on the type of personalization you need to start a track to become a customer.

When you use personalization wisely and appropriately, it is a powerful direct marketing mail tool that attracts attention, increases readership, and invariably boosts the chances for a response.

Use an advertising program with multiple channels and deeper personalization, in the form of a purchase history, yields a greater response rate.

Summary

In today’s data driven marketing era, it’s important to capture customer information to drive business and future marketing decisions. Today’s marketing must be strategic and beneficial to your customers.

Advertising is set to get the biggest response on selling your products and services. Plus, the added information helps customer service and your people who sell your goods.

No matter how great your product or service is, the fact remains that those who “have a need for what you have to know” must be aware of “what you have to offer.” That is my rule number three.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

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

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

Deposit Photos: © Flat design . Freelance career. Marketing.Data Driven Marketing photo. Top photo. Abstract background
@ choreograph

© 2007-2017 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 Use Story Telling Within a Brochure and…

other channels to enhance the impact.

Brochures use to be the workhorse of marketing and selling. They were handed to prospects, distributed to trade show attendees, offered on a website, inserted into product fulfillment packaging, and so on. Today, you’ll need great copywriting and ways to make contact than what was in a typical brochure used 20 years ago.

If you plan on sending brochures in your direct mail, it’s important to make sure they are created to work in that environment. The story within the brochure does all the heavy lifting but the copy must be short and to the point, quickly.

Next, make sure you carefully put together the list of names, the creative design is attractive to your readers, and reaches your special offer, within eight seconds, and leads them in one click to the company’s landing page.

Here are 8 tips to make sure you’re getting the most out of your direct marketing mail brochures and its supporting cast of channels.

  1. When you decide on using direct marketing and mail, make your brochure “tells before sells.” Remember that in direct mail, it’s the letter that makes an offer and does the selling. The job of your brochure is to back up your letter and fill in the details of your story. The old saying is, “the letter sells and the brochure tells.” You do this by illustrating the use of your product, by listing features and benefits, and by including photos, illustrations, diagrams, charts, tables, and other visual aids that “wow.”
  2. Design for easy reading. While you may want to impress your potential buyers, never let ego get in the way of legibility. Use easy-to-read type, short paragraphs, bullet points, photo captions, bold headlines and subheads, and drawings within the design techniques of the letter and brochure.
  3. Use descriptive headlines. A header for a section with testimonials that read, “Why our customers love us” says nothing. But a header that reads, “We’ve saved money for more than 300 customers” delivers a clear message. Since people tend to scan literature, it’s important for all your headers to be complete and descriptive at a glance. The story may be the “how” a portion of customers saved money. Pick a problem in your industry which is familiar with many companies in the industry, but your solution is your bread and butter.
  4. Don’t waste your cover. You should start strong on the cover with a big benefit headline. This draws the eye and gives people a reason to open your brochure and start reading. Use a design or two from your website.
  5. List features and benefits. Features are the characteristics of the product or service you’re selling. Benefits are the explanation of how those features are relevant; they answer the question “What does this mean to me?” Generally, benefits relate to how something will save time, generate money, or solve problems.
  6. Highlight your guarantee. This can reduce perceived risk and remove objections. Potential customers are always thinking, “What if this doesn’t work? What if I don’t like it?” Use a story to depict the most important value added option within the guarantee and add a testimonial.
  7. Include testimonials. Positive remarks from satisfied customers or clients help support your claims and act as proof that your products or services are of high quality.
  8. Add complete contact information. Brochures are often the one-piece people keep or pass on to others. So, add a landing page on your website supporting the brochure. Use similar designs from the brochure and redundant copy. If your company is using social media or wants to test the waters, this is a great time to add another channel or two. It’s never too late for using digital marketing.This is a great opportunity for a visitor to finish the brochure story. Make sure the visitor has an opportunity to act with your landing page. Maybe a game. A true or false test. A quick video, depicting your product in use. Accolades from other companies. The list can be endless but keep away from boredom or too much of a good thing.

Three more ideas on brochures and sales letters:

How to write the perfect sales letter…

5 Ideas to Increase Engagement Using Landing Pages With Direct Marketing

Visuals attract and make the reader pause…

One From Adobe https://blogs.adobe.com/creativecloud/make-a-lasting-impression-with-these-tips-for-designing-a-brochure/?trackingid=8WLD55GN&mv=email
John McWade at LinkedIn Another source for quality design ideas.

Let me know what you think.
The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

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

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc
800.251.3608 / MD@DMCM.net

    

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

Deposit Photos: © Direct Marketing, 54239731_original_mindscanner, Digital Marketing_152811548_Design 36

© 2007-2017 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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Time Flies When You’re Having Fun…

but, save some time each day to learn something new.

Yes, it is a better idea if you try it out on a “typical” business day.

On August 7 of this year, I completed 33 years, as a small business owner and an entrepreneur. Throughout the years, I have enjoyed learning and sharing my experience with others.

However, if I had to pick one impression that made these 33 years happen, it was my ability to embrace change. Whether change is good or not so good, it always happens in life, personal or business.

Here are a few ideas that will help you to find a better way to see an opportunity in conjunction with the word change.

  1. Halloween is every day. Your customers get treats and offers to help build a stronger relationship.
  2. Prospects are potential customers which require stronger messages to gain their attention.
  3. Thinking creatively will help you to gain trust and obtain more customer information.
  4. Better customer data leads to better relevant communications.
  5. Using a Direct-2-Customer marketing model increases the likelihood of a two-way conversation with more prospects and customers.
  6. Create a great opening line for face-to-face networking and in your direct marketing toolset. This leads to a stronger awareness with your contacts.
  7. Do you follow a customer’s journey? Make sure you trace their path using your data and analytics.
  8. Customer-centric marketing strategies remind you to learn more about your contacts.
  9. Your call-to-actions need to attract your contacts and teach them to say yes.
  10. The copywriting of your direct marketing message can always be better.
  11. Did I say you can never have too much prospect and customer data?
  12. A CRM is not only for the big corporations.
  13. Learn and use analytics every single day.
  14. Send your marketing message’s direct to customer.
  15. Your response rate will hit double-digits.
  16. Increasing customer conversations, such as in customer service, will increase data collecting for additional personalization and more conversions.
  17. Customer Segmentation and Targeting is one of the best ways to use with personalization and data analytics.

I hope you find a nugget or two from my “short” list. Soon, I’ll have my blog posts, email newsletters articles, articles from Direct Marketing Success, Direct Mail Success, and the On-Target newsletter, put to rest in 2008, special reports, and case studies in our own Library of Direct Marketing.

So, if you desire to learn something new every day, and use it in your goal of attracting more customers, the Library of Direct Marketing is being built just for you.

Let me know what you think.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

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

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

Deposit Photos: Juggling businessman–© ejkrouse

© 2007-2017 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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Sometimes it pays not to follow the crowd…

but fortunately for you, it’s your turn to lead.

Here’s how.

Overall, the direct marketing mail business is reporting that the volume of mail pieces is still down. Granted, they may never gain the record volumes of direct marketing mail achieved in the early 2000’s, but smart marketers realize direct mail has advantages which are overlooked by others.

For example, I see this great wisdom – as a sign of better planning and direct mail deployment. The reason for my belief – is a direct marketing strategy used to solve a company’s toughest marketing problems.

The strategy means mailing an optimal amount of mail pieces to reach a company’s toughest prospects who are the best-qualified. In other words, a mailing which includes good, viable, tested, proven, verified, and qualified prospects.

This idea is worth your time in direct marketing planning.

If you are a marketing manager today you are under tremendous pressure to generate results. You may have annual quotas, quarterly goals and an increase in competition.

I hear these challenges all the time from small biz managers and owners. And I say, “you must mail smart.” Eliminate extraneous or questionable prospects from your data base. For example, eliminate people who stopped doing business with you years ago. It means not mailing to customers who generate less profit in a year than you spend to mail to them.

Another shot of reality.

Someone in a Forbes article, said their social media metrics data reminds everyone the social space has a lot of noise. We are living in a disruptive world. Technology is everywhere providing a slew of options and yes, even opportunities.

How much are you willing to pay for unreliability?

Look at the customers in your database. Go to the top of your list and make sure all the customers are in your database. Go to the bottom of your customer list. Determine the future value of the business that’s likely to come from that segment.

Look at your prospect list. Determine how long prospects have been “hanging” around. Are they likely to become a customer within the next year? If not, remove them now and replace them with prospects that better fit your active customer profile.

Direct marketing mail is a great option for you to consider.

Go check out your mailbox or what the mail person drops off at your office daily. Look at an envelope. Today’s mailers know the importance of personalization. As you open a personalized envelope, remember – there’s no competition. Just you and the content. Then consider, almost 40% of promotions received from advertisers, do not interest the consumers.

Summary.

Start to develop a plan for what you will mail, to whom and when. Keep in mind, each individual mailing you do may be smaller than it used to be.

Set priorities. You may have an offer to test. How about another marketing communication channel? Or, dig deeper into your direct marketing and sales analytics.

But in the long haul, you’re reaching more valuable customers and prospects with a greater likelihood for a response.

If you liked this post, here are two other articles you will find helpful.

How to Use and Build the “Other” List…

How to turn your customer list into a dream list…

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

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

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

Deposit Photos:

© 2007-2017 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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Have you ever wondered what the person looked like when speaking to them on the phone?

Today it is extremely easy to find out.

However, does that affect your copywriting?

Stay with me now. Do you realize that most companies are not even sure what there customers are like?
Or, what they want or what they need?
Yes, they could find out. Instead they keep guessing and using disruptive advertising.
Not sure? Think about it. Look around.
Now, let’s get back to reality.

Before you put pen to paper or fingers to the keyboard, an interesting copywriting strategy is to put a face on your prospect. In other words, “picture” your prospects and customers.

You can do this in two ways. First, you can look at your prospects and customers statistically. From your CRM of existing customers, you can determine your “average” customers based on age, income, geography, profession, home ownership, credit standing, hobbies and so on.

Yes, it works well in B2B.

In the B2B market, the average customer might be based on industry type, geography, product classification, contact people, purchasing, in products or services, a person to contact, size of company in revenue, employees, purchase history and so on.

The more precise you are in developing this statistical picture, the more you can speak to them at a level they can understand and relate to.

This doesn’t mean writing at an eight-grade level. It means speaking to them about those things in their lives that really matter to them – benefits you offer that can enhance and improve their lives.

Is there an average consumer?

The second way to put a face on your average consumer is with an actual photograph. It sounds a little bizarre, but think about it. When it comes to direct marketing communication, there’s a tendency to talk to the masses. It is the “I” (the writer) speaking to “all of you out there in direct marketing land.”

Direct marketing mail is one of the most intimate of all communication channels. One on one and one at a time, your readers are holding your message 18 inches from their noses. That’s a lot closer than television, radio or billboards can ever get. Others, such as newspapers or magazines for instance, you must first find the message. Or in emails case, the message may be sucked in by the spam master.

So, as you write, hang a photo of a typical prospect or customer near your computer screen. Look at the photograph often. Write to that specific, individual person only. Block out the rest of the world and become that consumer or buyer.

Another tool to limit mistakes.

The process of “becoming” the consumer or the “buyer,” helps you avoid obvious mistakes. It helps you determine if your copy is clear, believable, motivating, and captivating. It also helps you to see if your copy dramatizes key benefits that are strong enough to inspire that customer to say ‘Yes!”

Now, we know it’s not as difficult to get photos or videos for that matter with the variety of social media channels at a click of our mouse. You may even find the one customer that represents all others in one of your CRM’s “targeted customer profiles.” In addition, using B2B as an example, if your customer has a LinkedIn profile page, your copy may become more relevant to the type of buyer you are trying to reach. The options are too numerous not to have targeted profiles of the buyers in your CRM and your mind, as well.

The key is to make eye contact with your average reader as you write. It will improve your copywriting. And it will improve your results.

Reprinted from Direct Mail Success. Winter, 2004. Updated to reflect the emergence of social media and digital marketing.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

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

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

Deposit Photos: @Hasloo_38643865 web_Woman. Keport_79351914_a button of a business man.

© 2007-2017 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 turn your customer list into a dream list…

which adds revenue to the bottom line.

Take your list. Look at your best customers. Wouldn’t it be great to have hundreds or thousands more just like your very best customer’s? Sweet!

Here’s what you need to do. Invest in purchasing new data that coincides with your current best customers and their demographics and psychographics.

How to start.

If your customers are predominantly business to customer (B2C), located in small business districts, and have a fleet of vans, acquire more names of those who sell to B2C, located in small business districts, and have a fleet of vans.

If 70% of your customers are from the northeast coast, think about that in your selection and acquisition of data. Don’t fight statistics.

Don’t look at the 70% and say, “let’s build up the 30% on the southeast coast.” It might sound logical to invest in the weaker segment, but that may not be your best opportunity.

Always go with the prospects that offer the greatest potential – as you defined potential based on your current customers. In this case, it might make the most sense to abandon the southeast entirely and hammer away at the northeast.

How not to turn your dream list into a nightmarish situation.

However, you build it and however it evolves, this becomes your dream list of prospects. It is your dream list because it includes those dream prospects that qualify as your most likely and qualified dream candidates to buy.

Developing a dream list is not the result of hoping by some favorable roll of the dice that you get it right. Nor is it the result of acquiring the vast numbers of names because you might reach a few dream candidates.

Once you have your dream list, you need to send a message, another message and another message. Don’t send just once. In fact, once you identify a universe of prospects that meet your criteria, you want to keep sending messages to them.

If they match your criteria as dream prospects today, they’ll match your criteria tomorrow. Just because they don’t buy today after receiving your initial message doesn’t mean they won’t buy tomorrow.

Remember, that there are many valid reasons why the best-qualified prospects won’t respond the first time. Perhaps they are on vacation. Perhaps they are pre-occupied with new hires at work. Perhaps they’re on a “no spending” kick. That’s okay. They’ll probably be back to spending at a normal pace soon. Just keep working them.

Use multi-channel marketing to reach more prospects and match a budget.

Direct mail is one channel of many available to reach prospects and customers. In some cases, especially B2B, direct marketing mail is a key component to use in prospecting to increase the numbers in your dream list. However, direct mail can be pricey if you rely on to continually send messages to those in your dream list of prospects.

Let us share a secret with you. Use email in your messaging mix. Email has many different uses. More importantly, in this article, it’s to get someone to look at your products. In a B2B marketing and selling campaign it can mean lead generation, retention of clients, cross-selling, and even up-selling.

Start looking at list brokers email lists. They are much better today than in past years.

Use your direct mail and marketing techniques in email to get the reader engaged. Add a variety of messages with an assortment of offers. Not only to get their email address, but sending them to a landing page on your website.

If you prefer not to purchase an email list, landing pages on your website can capture email addresses for you. You’ll need a strong offer to get that email address. With that said, when a prospect responds, you are building more relationships. A sale may be imminent.

In summary

If after your tried countless approaches, using email, direct mail and landing pages, they still haven’t responded, then perhaps it’s appropriate to remove them from your dream list. Always strive to keep your dream list at a healthy level. As you delete one name, add another. And start the process all over again.

Check out these other articles for additional information.

How to Build A Lead Generation System

 

How to Use These Four Effective Direct Marketing Channels to Acquire More Customers

The articles in this issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

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 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling.

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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Digital and Direct Marketing Mail Will Help You Attract and Retain Customers…

with the help of a few “tactical” friends.

Let’s face it, attracting more customers, is not only a revenue builder, it’s another way to keep your marketing strategies, sharp and up-to-date.

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

If you are a new company, you may add a market penetration strategy, for your present product, having a goal of obtaining X number of customers, per a given time.

If your company is past the growing strain, you should consider a market expansion goal with your direct marketing strategy.

Encouraging people to buy now using the emotion of fear.

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

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

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

Recruiting new customers.

The task of locating and recruiting new customers is an essential activity for every business. So, it stands to reason that you spend a great deal of your time attempting to attract the attention of viable prospects and make an initial sale.

Sometimes, however, there’s a tendency to concentrate so heavily on seeking new customers that we often overlook the ones we already have. That’s why it’s so vitally important to make sure you divide your direct marketing dollars appropriately between the two activities.

Let’s say you’re at a business or social networking event. You are confident in finding potential customers to meet. So, what’s a good opening line?

You need a good opening line to make people pause. The same is true with direct marketing. In fact, you need two opening lines. The first one helps you make eye contact – to attract attention. The second one delivers your payoff – that is, the benefit your prospect receives. So, think of your opening line as having two parts. There’s the “what it is” part and the “how it benefits” part.

The articles in this issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here and enter your name, email address and company.

Thanks for reading. Any questions please post them below.

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

Teaching and Coaching – It’s what I do.

 

 

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling.

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© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos,      Solid Stock, Unsplash or John Deuerling.

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If you tried one offer or another,

just maybe it’s time to try “just maybe.”

Yes, try a “Yes / Maybe” offer to boost inquiries.

You’ve probably heard of and even tried the “Yes / No” offer. It’s common on subscription packages and other promotions where prospects are asked to immediately decide between accepting or rejecting a simple offer.

But have you ever heard of the “Yes / Maybe” offer? It works in a similar way, but it’s usually found in lead or inquiry generation efforts.

There are several variations. If “Yes” means accepting your offer, “Maybe” could mean an offer for more information. Or if your “Yes” is an inquiry that requires a certain degree of commitment, such as an in-person consultation, your “Maybe” could be a softer version of the inquiry offer with less commitment.

One of the simplest and most effective variations on this unique offer is where “Yes” and “Maybe” are worded differently, but result in the same action on your part. For example:

Yes. I want to beautify my home with the EZ Deck system. Please send my FREE EZ Deck Planner and Information Guide which will help me design a professional looking deck in about 30 minutes.

Maybe. I’m not sure if EZ Deck is for me. Please send additional FREE information, especially if you have a side-by-side comparison of the leading deck systems so I can decide which is best for my home.

Both choices result in the same information being sent to the prospect. However, by stating the offer in this way, you can automatically qualify your inquires. Those who opt for “Yes” are probably more interested than those who opt for “Maybe.”

This offer also allows you to use smart design techniques that are proven to raise response in many cases. These include a submission form with check boxes for each option, dual reply methods, or equipping a landing page, cleverly designed with a video to see an aspect of the program in action for a better presentation. These are all ways to increase involvement with your direct marketing using mail and email to help people focus on your offer. Don’t forget to look at social media. It was made to help you reach more people.

This can work for both consumer messages and for business-to-business programs. The only difference is that you should consider the tone of your mailing and apply the appropriate variation. For some lists, something may work. For others, a simple check box may be a better approach. If you have a good understanding of your customer needs, you’re in a great position.

Whatever variation you choose, remember to follow up promptly for each inquiry you receive. People often request information as an impulse, so you want to strike while the iron is hot. If you wait too long, your prospects may not even remember asking for the information.

To keep your momentum going, always fulfill inquiries within one to two days. The faster you can get requested information into the hands of prospects, the greater your odds of converting inquiries into sales.

Summary.

Always record options you offered a prospect or a customer. The more data you can extract from a prospect and customer puts your marketing and advertising in the driver’s seat.

And that’s not a maybe, it’s a YES!

Thanks for reading. Any questions please post them below.

Still not sure?

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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.

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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.

 

 

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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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