In the last post we talked about how to figure out what your customers want out of a positive shopping experience. Today we’ll talk about the concept of Deliver +1 and how this concept can take your customer service to the next level. I've decided to split up this post so the next one will cover the 1% Rule.
Today you’ll learn how to use direct mail marketing and, yes, telemarketing to your full advantage. I know, the word “telemarketing” might as well be four letters, but there is a way to help customers feel like they are getting personal attention and keep them from blocking your number!
With the success direct mail marketing has had and the availability of computers, these can be used as a powerful marketing tool for your success. Telemarketing is best for high priced, high margin products/services.
Here are the key steps to putting together a highly effective direct mail marketing program:
“When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want and why the prospect should listen.” Jay Abraham
It’s easy to see how direct mail marketing and telemarketing can positively affect your business by bringing in new customers and increasing the level of awareness about your products, services and company branding.
My complimentary business assessment gives you the resources and tools you need to work through these processes and put together the best marketing plan you can. Connect and let's talk about your business and the direction of your marketing. I promise to increase your leads and sales WITHOUT you spending extra marketing dollars.
There are 5 major components to good advertising copy: (The order of these is essential to success)
Advertising is sales in print. So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features.
Let’s take a minute to talk about each of these components:
I look forward to connecting with you.
Direct response marketing is a marketing that demands a direct response from your potential customers. This type of marketing is used to answer questions, present your branding, products and the reason you do what you do. Customers love this, as they are offered the opportunity to response, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.
So, what does direct response marketing look like? Well, it comes in many forms, including:
Some of the advantages of direct marketing are:
These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.
“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.” Jay Abraham
Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not.
Our complimentary business assessment can help you put together a great direct response marketing plan and get you on your way to heightened success. Call or email and let's get started STRETCHING your business to levels you want to achieve
Today you’re going to learn how to find a target market of potential customers so you aren't wasting precious resources on blitz marketing. So, the two questions you have to ask yourself are:
Once you figure this out you will know who is more predisposed to purchase your products/services. Then, you find other businesses with the same customer base who you can create a strategic partnership with and customer share. Come up with an incentive and great arrangement to encourage both of your customer bases to shop at both of your stores.
The basic concept is this:
So, here’s your step-by-step process:
If you need help working through this process, ask for a FREE business assessment and consultation to help move your business in the positive direction with the most comprehensive system of marketing tools and resources.
Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they've already bought from you!
Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.
Here are a couple of key elements to use to retain your current customers:
Stop wasting all your time on new prospects while your current customers fall by the wayside!
As Jay Abraham says, “Your best prospects are your existing customers. If you’ve been putting all your marketing efforts into acquiring new customers, stop and diverts some of your resources into reselling, upselling, cross-selling to those same customers. In every ways possible – through package inserts, regular mailings, special offers – stay in touch with those customers and get them used to buying from you.”
So, there it is! Remember, my FREE business marketing consultation can help you put together the resources and tools to do exactly that. I can help you educate your customers and you can watch the benefits pay offer many-fold.
We live in a society where controversy sells. Know don’t misunderstand me, I just want you to think for a moment. Just think about Miley Cyrus and her recent ridiculous marketing antics. Our society loves juicy news, shocking revelations, and scandalous topics.
Most of the biggest TV programs that are on TV right now is based off of mocking established traditions. SCANDAL to name a few has start followings, viewing sessions, and have trended consistently on social media sites for a while now. Some of the biggest products and TV programs in the world are predicated on mocking established traditions and social values. For example, you might remember the old MTV reality show, "Jersey Shore," created a firestorm of attention, because so many people were intrigued by the controversy they generated. Some controversies even fuel religious and political groups to publicly make an outcry about the situations and what to do to ban them from programming and organizations.
I say all of this to ask a question. And that is; If controversy works so well, does it deserve a place in YOUR marketing plan with your business or brand? No, because there's a better option. Controversy just for the sake of shock value usually produces a detrimental side effect. You may get a lot of attention in the short run, but in the long run you may end up sacrificing your reputation. Remember, marketing is not a sprint, but a marathon and you don’t want to lose the integrity of your brand with the public because it’s very hard to get it back. Instead here is a better alternative to use before putting your name or brand on the line: Be contrarian, rather than controversial. There's a big difference between the two.
You see, controversy is usually based on a self-centered motive to gain attention to yourself. In contrast, a contrarian approach usually centers on helping other people by challenging and STRETCHING the way they think. You attempt to benefit others by stretching them beyond the status quo and offering an unexpected set of ideas. You know you're being contrarian in an effective manner when people respond, "Hmm, I've never heard that before...I haven't thought about it like that...I'll have to give what you said some more thought, creating conversation and engaging your clients, customers, and fans with a different way of thinking and opening them to seeing something in a different like.
Now I know you may think, Ron! These marketing tactics are the same! They may appear the same in the way they stir and rouse people’s emotions. But the difference is between helping yourself and helping others. Controversy leaves a negative taste in everyone’s mouth because it’s almost like your begging for attention, like standing in the middle of rush hour traffic in your birthday suit with a sign saying LOOK AT ME! LOOK AT ME! In contrast, contrarianism tends to leave a positive feeling with everyone, because people love people who consider their best interests to heart.
Leave controversy to the businesses and brands that are here today and gone tomorrow. Take a long term view by being a contrarian and create a long standing relationships with your audience that values and respects you today and years from now.
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