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How an envelope creates a first impression for your promotion…

the same way clothes create a first impression for you.

Everyone likes a bit of respect now and then. If you are leaning toward your first direct mail program in quite some time or are a regular user of direct mail, envelopes are a great option. For some unknown, envelopes get no respect.

From a practical point of view, an envelope is simply a container. It holds your letter, invitation, and other printed matter so they can be delivered to the recipient. Upon arrival, it is torn open and discarded. So, what’s the big deal?

The big deal is that an envelope is far more than a container. It creates a first impression and carries the burden of making sure the contents are read. If the envelope fails to create the right impression, the envelope is not opened and with its contents, discarded. The entire direct mail package, including your carefully crafted sales literature, is thrown into the trash.

Give your envelopes the respect they deserve!

An envelope creates a first impression for your promotion the same way clothes create a first impression for you. It must conform to expectations, fit the occasion, and give people a reason to spend at least a few minutes with you so you can say what you should say. To conform to expectations, your direct mail piece should look like something your prospect would receive in the mail.

There are five basic types of mail:

advertising, publications, bills, personal or official communications and merchandise.

The default appearance is advertising, but the others can be useful. For example, if your company specializes in smart phones and you’ve just introduced an Internet service to avoid dropped calls, your prospects may assume any ad mailer from you is about phone services.

It may be better in this instance to make your mailer look like a publication or an official communication to allow your prospect to look at your mailer with an open mind.  Fitting the occasion is about making the envelope match the theme of your mailing. Is it an invitation, a notice, a personal letter, or something else?

If you’re selling smart phone accessories, you may frame your promotion around a dire warning about deleting the free introductory offer, so the envelope should look like an official notice. Your envelope should work with, not against, your theme.

To give people a reason to open the envelope and spend time with your envelope contents, you can use teaser copy or graphics to create curiosity. Copy as simple as “Look inside” or “Open immediately” may be all it takes.

We’ve seen a clear plastic envelope that allows people to see the contents. Enclosing a bulky item makes people wonder what’s inside. A valuable-looking certificate or gift card showing through a window makes the envelope impossible to ignore. The techniques are nearly endless.

The envelope is arguably the single most important part of your direct mail package. Give it the respect it deserves and spend plenty of time creating and designing the “package.” There are many new and different envelopes and designs made to entertain the reader. An entertained reader may very well be your next new customer.

The success of your mailing depends on it.

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!

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

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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, Stencil or John Deuerling.

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How to re-think your usage of segmentation and vertical marketing procedures…

and seriously, it’s not that difficult to start now.

I recently finished writing the latest edition of Direct Marketing Success. As I was completing research for this edition, I found marketers are still not embracing the data in vertical marketing and segmenting their contacts within their target markets.

“There are many market segments our company can serve, but frankly, I just need a list of companies who use direct mail, fulfillment or printing.”  Direct Marketing Mail Company President.

So evidently, the market is still wide enough so others can embrace a single digit response rate.

Start simple and have an open mind.

Here is a simple but important suggestion on grading and segmenting your business contacts to help you start building a successful marketing database. I have used these same definitions for years that have contributed immensely to our customers success.

Here are three different segment types you can use to test.

  1. A client provides your company a consistent revenue stream and reaches the 80 percentiles of customers purchasing your services and products revenue.
  2. A customer uses your services or products occasionally but you probably do not get the 80% of their business.
  3. A prospect has the potential to be a customer or a client.

Go ahead and try it now by grading a few of your present business contacts. It’s easier to judge your customers as you determine who is using what services or products with this simple grading analogy. You may even discover a surprise or two along the way about your customers and prospects that can earn you some new revenue.

Now here is where another time saving element comes into play.

How many times have you wanted to do a promotional message to your contacts, or present a special offer, but you want to be careful to whom it was sent to? You wind up agonizing about what to do and eventually, the idea is scraped. And then, all you have is wasted time and money. Knowing who is in your marketing database and what they use or need, greatly reduces the chance of this recurring.

Obviously, there is more to segmentation than the one system described above. But segmenting after you start collecting data and information is more worthwhile than doing it all at once during the initial phase of your marketing database.

You eliminate guesses and wind up building an incredible database that meet many user needs from your company marketing database. Now, the contacts you are communicating with, receive relevant messages and information.

Vertical Markets.

As you to collect contact data and information, take a moment and start thinking about vertical marketing based on your latest data analysis.

Build a vertical market segment in your marketing database. Add the top 20% of total revenue companies spent with your companies. Then determine what vertical market if any, each company represents in your top 20% list.

Now, visualize a few simple assumptions about each contact in your 20% revenue generators list.

Next, return to your marketing segments and see what you may have to add to your database.

  • It provides additional ideas within your segments to possibly add another grouping, making your choices a bit easier to see the bigger picture.
  • Provides simple tracking and placement of information.
  • Addresses scheduling and call backs.
  • You placed a value on your marketing database so it is not considered an expense.

Yes, it’s as valuable, if not more so, than any money-making piece machinery you use on a day-to-day basis. Plus, if something is valuable, people appreciate it and respect it. That’s why it is such an important asset for your organization.

Summary

The biggest downfall is the lack of information and data not entered or entered incorrectly into a contacts file. You need to put one person in charge of the marketing database. This person adds, data, analyzes data and provides information to others based on their need.

It is only when you put your message in front of a qualified prospect that you can go to bed at night and rest easy, knowing that your marketing database is doing exactly what it is supposed to do and is coordinated with your sales team’s best efforts.

That’s the main reason the data portion of your direct marketing mail campaign is so critical. The best offer printed in full color, along with the best headline touting the greatest benefits, is a waste of money when in the wrong hands.

So, now with these vertical markets and segments you have built, consider purchase a CRM or marketing automation tool. You’ll be amazed what other tools you’ll have to go further into building better data.

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: © Capture More customers, background and A glimmer of hope. Stencil. Deposit photos. sticky note, 2012.

© 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 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.

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_19753009 web

© 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 and Build the “Other” List…

and attract more interest and customers.

The simplest, most successful direct marketing strategy starts with a list. We’re not talking about a mailing list here. This is the “other” list – The critically important list of unique elements, features, benefits, and programs that differentiate you and your business from your competitors.

Interested? Here’s where to start.

So, if you don’t already have this kind of corporate identity, we strongly recommend that you get one now. Just go into the closet, shut the door, and make a list of the advantages you offer that outshine those offered by your competition.

Make it a definitive list, too – one that establishes your unique corporate identity. Don’t leave out a thing, no matter how insignificant it may seem to you. That’s because all the little things add up to a big difference.

Then, with your corporate identity list in hand, you know exactly what you need to communicate in every direct marketing message and proposition you deploy.

This exercise can be a game changer.

After all, if you don’t differentiate yourself from the competition, your prospects may see you as just another “pretty face.” Or even worse, they may confuse you with your competitors.

Remember that having your identity list and knowing what to say is just half of the battle. You need to make a commitment to take all-out massive action in the form of a systematic and sequential deployment of marketing materials communicating precisely what makes you better, more desirable and the company of choice.

So, communicate more to new prospects. Take the time to invest in new and better data. After a reasonable time, delete those who never respond and replace them with new names. The world doesn’t stand still. People move, companies move. You need new data just to keep up. In fact, the Post Office reports 20 to 25% of companies and people move every year.

Test it with your present customers.

And, communicate more to existing customers. They are the foundation of your business. You owe it to them to sell them more, tell them more and help them more. You never do a disservice to your customers by selling them more. In fact, you may do a disservice by not telling them about the new models and not telling them about your new services, upgrades and enhancements.

Summary.

Keep in mind that the one thing you can’t afford to do is to wait until your competition starts using their corporate identity list before you start using yours. Now it’s time to get out of the closet and get back to work. You’ll enjoy it more as you complete your new identity.

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 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: @ 2335483/stock-photo-3d-checklist, Small check – Anatoly Maslennikov;

© 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 Market and Sell in a Rapidly Changing Marketplace

No one ever said,

“growing a new #SmallBiz or breaking a new person into sales is easy,” after they have walked in that person’s shoes.

So, it should come as no surprise when you find that the market isn’t always ideal for selling your products or services.

Your products and services may go in and out of favor. You could have growing competition. Direct and indirect. Regulations change frequently.

Costs almost always rise, and depending on your use of direct mail classifications, the cost of postage may be up or down depending on what you select.

In the end, no matter how good your products or services may be, marketing and selling comes down to your willingness to adjust tactics and adapt to any challenges you face. It’s really about getting back to the basics of marketing and selling.

There are many books on selling and marketing.

One of the most basic tactics is to collect and use customer intelligence, such as RFM (Recency, Frequency, Monetary Value). Those who have made a recent purchase are usually the best to pursue to make additional purchases.

How often someone makes a purchase, is an indicator of how closely aligned that person is with your products and services. What people spend gives you an idea about their overall value as a customer – a customer who buys $500 in products is obviously more valuable than someone who always waits for a lower price.

Seeking better efficiency is a way to make your direct marketing mail advertising more profitable. For example, constantly testing new direct marketing channels to see which formats and production methods offer you the best value.

It’s not a matter of doing “cheap” direct marketing. It’s a matter of finding what gives you the best return on your investment. If testing shows that adding another channel like email, increases the overall cost but creates more net profit, then the more costly two channel marketing, is the more efficient.

Being a cheapskate for cheap sake is false economy.

The offers you make are also critical to success. The tendency for many businesses is to find an offer that works and never test another offer. This is a serious mistake.

Different people respond to different offers at different times. A high-spending customer may not be price sensitive and not a good candidate for a dollars-off promotion. But this same offer may be ideal for low-dollar customers. You should always be testing offers and recording the results to customer profiles.

Finally, your list is perhaps the single most important element in any direct marketing mail promotion. A highly targeted list makes everything else you do easier. Whenever you mail to a list of people who want what you’re selling, you’re almost guaranteed success if you present a clear message, a strong offer, through the proper channel(s).

Thanks for reading. Any questions please post them below.

Still not sure?

###

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: @ © masha_tace

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 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

Deposit Photos, © KJNNT

© 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.

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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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How to Build Countless Customer Loyalty and Relationships –

and in the process, encourage more sales.

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

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

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

Bear this thought in mind.

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

“to cross-sell1 or up-sell2.”

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

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

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

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

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

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

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

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

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

These ideas build loyalty and goodwill in the process.

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

Summary

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

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

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

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

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

Teaching and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

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

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

Reach out now. New lower priced offers!

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

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

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

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

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

 

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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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If business growth is all about your sales or marketing…

which one adds more to the bottom line?”

In a small business environment, the answer is simply— they both do. But that may change.

Let’s start at #SmallBiz marketing.

First, the purpose of all marketing is to motivate a prospect, client, or customer to act:

to call, order, buy, request information, visit your store, or whatever — to take the next step.

In this fast-paced, highly-competitive world of ours, making this happen isn’t always as easy

as it looks. The reason is that it takes a tremendous amount of planning and implementation

expertise to make a great response occur.

 

Your mission as a business owner or if you manage the company marketing, is to coordinate all the elements that lead to a successful campaign:

  • data,
  • lists,
  • copywriting,
  • visual impact,
  • testing,
  • timing,
  • frequency,
  • offers,
  • personalization,
  • postal rates,
  • website,
  • landing pages,
  • marketing automation,
  • automation compatibility,
  • social media,
  • and on and on.

Regardless of how much you market or how often you maintain communication with your customers, you’ll always want to seek professional guidance.  Why? Look again at the list.

Our list can easily cover additional tactics which would make the list even more daunting. It’s a good idea to have a direct marketing check list for each advertisement and marketing project you deploy. A “check list” can help you to achieve the greatest possible response to your direct marketing campaign, and achieve the best return on investment.

Sales and marketing.

Today, the future success of an organization’s marketing and sales planning is based on its business growth and development strategy. The strategy is a blend of marketing and sales that has evolved over the years providing results to keep the business growing. But somewhere down the line, business growth became stagnant. Now, when the company finds a new customer, an existing customer somehow disappears. It becomes more difficult to meet business growth goals.

Already, in this first month of 2017, a variety of webinars and content offers appeared telling us about the new “sales approach.” Yes, the business world is always changing, and so is marketing and sales. That was and is expected for the immediate future.

The best prepared companies are the ones who place a high value on a customer-centric strategy. There is more interaction with their customers and prospects. Change happens in their marketing and sales efforts, while not missing a beat.

#SmallBiz sales.

A first-class business growth and development strategy for a small business sales team is built on four basic business building blocks. These are:

  1. The business must have a complete understanding of their customers and prospects needs and wants, and sells them the products and services to meet them.
  2. A successful sales growth strategy requires a focus on the basic skills of prospecting, lead generation, and selling.
  3. A business must define “what is a sales lead” and what are the steps to take to nurture the lead into a customer.
  4. Provides a customer service strategy that encourages more and repeat business.

As noted above, some small businesses do not excel at both sales and marketing. A frequently used tactic is changing their sales approach in the short-term to increase cash flow. Though, it may work in the short term, problems are never solved relying on this tactic.

The correct answer for an increased bottom line is— 

So, the answer for the business owner lies somewhere in the “blending of sales and marketing.” To succeed, a business must envision marketing as a business development technique— a broad brush approach to build a business through a variety of marketing channels, including the sales team.

Summary

Sales and marketing in the business world always had a tough time working together for the good of the company – for example, revenue! I’ve worked in both for a very long time. It’s easy for me to see how they should coexist.

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

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

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

Reach out now. New lower priced offers!

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

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

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

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

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

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

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