Archive for: June, 2023

Business to Business Direct Mail Secrets of Today’s Top Marketers

Jun 06 2023 Published by admin under Uncategorized

Selling to the business buyer is not as different as some would have you believe. Business buyers are just people with the same problems, fears, feelings, and dreams as everyone else.

However, they are particularly busy. They are often not spending their own money. And buying decisions are often made on many levels. So here are a few tips to help you improve response to your business-to-business direct mail:

  • Generate leads first to qualify prospects. Many business products require a significant investment of time and resources, or they’re complex or expensive. That makes buying and selling more difficult. However, breaking your sales process into two steps can help you identify the best prospects faster and cut per-customer costs.
  • Send “keeper” information. Depending on the buying cycle of your typical customer, it could be months or years before a promotion pays off. It’s always wise to provide complete information that can be easily filed away for future reference.
  • Make your mail look important and personal. You must get past secretaries and the mailroom. Often, plain outer envelopes are best. For fulfillment, put “Here is the information you requested” or something similar on the outside. Invitation formats also work. Product samples, a message to the secretary with benefits for her or him, and dimensional packages have proved successful for many businesses.
  • Mail to different job titles. In large companies, decisions are made on many levels, so you must prove to all those levels that doing business with you is beneficial and safe. Try mailing to different job titles simultaneously, perhaps with versioned copy that addresses each level’s concerns. Or you might encourage passalongs of the same piece.
  • Provide complete information. Business decisions require more consideration. That’s why it’s vital to provide complete product specifications and detailed features. However, make sure you have a solid sales pitch with clear benefits. You can’t bore business buyers into buying.
  • Nix the jargon. There is a certain language in every field you should tune into, including buzzwords, business concepts, and hot industry topics. However, there’s a difference between speaking someone’s language and hiding behind it. If you have something to say, say it in simple, straightforward prose.
  • Make responding easy. Just as in consumer marketing, inertia is one of your worst enemies. Combat this by giving a toll-free number to call, providing business reply cards, explaining your billing and shipping policies, featuring your guarantee, and including anything else that makes it easy for someone to say “yes” to your offer.
  • Use good direct marketing techniques. In general, what works for consumers works for businesses. This doesn’t mean you have to do flashy sweepstakes-like promotions, but you don’t have to dress every message in a suit and tie either. Your copy must be easy to read. You must present clear benefits. Your design should encourage reading and establish the appropriate image.
  • Avoid chest-beating corporate brochures. You might be in love with your corporate mission and those inspiring pictures of your headquarters at sunset. However, is that what is most important to your customer? A brochure should have a clear, specific purpose. Stick to that purpose and save the heady language and images for your annual report. (It may not even belong there!)
  • Keep literature up-to-date. When you change something about your business or add products or services, make the appropriate changes in your literature. Don’t be one of those companies still using brochures from the mid-seventies, with people wearing sideburns, bell-bottoms, and wide lapels.
  • Use more letters. To generate leads, a letter with a reply card or fax-back sheet and maybe a toll-free number may be all you need. With a simple package like this, you can generate leads for free information, sales calls, or demonstrations. Letters can be used for all sorts of messages. They’re personal, cheap, fast, flexible, and easy to produce.
  • Try self-mailers. They encourage passalongs to decision makers. They’re easier and more self-contained than multi-piece mailers, although not as personal. And they can dramatically cut costs compared to larger direct mail packages or more elaborate brochures. Sometimes, their economy can outperform everything else, including personal letters.
  • Use card decks and magazine bingo cards cautiously. In general, card decks and bingo cards deliver loose leads. That’s because they allow “tire kickers” to get free information with almost no effort. They’re good for building a mailing list or calling list or for distributing information, but test carefully for actual lead quality.

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The Role Your Sales Letter Plays in Your Direct Mail Campaign

Jun 05 2023 Published by admin under Uncategorized

When it comes to direct mail marketing, your sales letter plays a pivotal part in the success of your campaign. Your list and offer are important also, but it’s the words on the paper that will determine whether or not someone will buy from you.

Before you send your letter out, you should know that your prospects are stuck in an emotional state. They have a problem and know that they need to solve it, but they have no idea as to how to solve their problem. So it’s your sales letter’s job to alleviate this confusion and introduce them to the product or service that will take care of their problem for them.

To do this, your direct mail letter should educate your readers. Give them more information about their problem and the answers available to them. And when you give them this information, you want to structure your offer in a way that is the clear winner out of all the other choices.

Because very few businesses go out of their way to help their prospects, you will be perceived differently and it will help your business to stand out from the crowd.

After you’ve educated your reader, your letter has to now remove all doubt from your prospect’s mind. They may be doubtful of your claims of being the “best” and “number 1″ – because they here it all the time on a daily basis. So your letter’s goal is to remove all doubt so that it can be a sure bet that they will choose you over anybody else.

The best way to remove all doubt is with a money back guarantee. With a guarantee, your prospect will know that if the product doesn’t live up to its claims, they can return it for a money back guarantee. This is almost like a risk-reversal – where you take all the risk and put it on yourself. When you do this, you remove all burdens that may stand in the way of making the sale – and you will get lots of orders because of it.

Now that you have doubt removed from your prospect’s mind, one more barrier stands in the way of making a sale: fear. All prospects have fear before they meet you and your products. They’re fearful of their problem; they’re fearful of the solutions out there available to them; and they’re fearful that if they spend their money that a product won’t live up to its promises.

At this point, fear is clouding the mind of your prospect and it’s your direct mail letter’s job to take all of the fear away. To alleviate this fear, you can do a few things.

You can let them know that there won’t be any pressure on their decision. You can let them know that there’s no obligation whatsoever. You can explain everything to them in simple to understand language. And you can let them know that you are there with them every step of the way. All of these things need to be explained in your direct mail letter, and be explained in simple and easy to understand language.

If your direct mail letter can do these things, then the chances of your campaign being a success will increase dramatically. Keep these tips in mind when creating your direct mail campaigns.

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Direct Mail and Direct Mail Marketing for Tax Preparation Services

Jun 04 2023 Published by admin under Uncategorized

Low cost tax preparations services make their money on high volume business, but to achieve these high volumes they need two things; one, they need new clients and two, they need those clients to tell friends to generate some first class word-of-mouth advertising. But how can they get those first sets of clients in the door to launch their business into orbit?

Well I believe that a robust yet inexpensive marketing and advertising program might do the trick. Let me explain; you see, direct mail and direct-mail marketing coupon packages for tax preparation services make a lot of sense and they should be sent out twice before tax season starts.

It makes sense to get as many people in early as possible because as the tax season gets closer and closer there will not be a need to generate new business as there will be people waiting in line. It is recommended to send out direct-mail and direct-mail marketing coupon packages to those areas within a 15-mile radius of the tax preparation service.

Direct mail and direct-mail marketing coupon packages work very good and the return on investment is significant, as many industry journals and industry associations report in annual surveys. If you own a tax preparation service perhaps you will consider all this in 2006.

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Starting a Network Marketing Business – The Three D’s You Must Do Before You Start

Jun 03 2023 Published by admin under Uncategorized

No matter what Direct Sales company you are looking at joining the three things that you need to do to start are all the same. They are the 3 D’s.

Decide: Decide what you want out of your business. It doesn’t do any good to go into a business without knowing what you want to get out of it. The best part of Direct Sales is that it will allow you to have just about anything you want (based on the next two D’s.) Make a house payment, make a car payment, replace a full time income, buy your dream house, have a little extra money to shop for clothes. Big or small, direct sales can allow you to achieve it, but make sure that you know what you want before you even get started.

This is a very simple and important process. Start asking yourself some important questions. What would you do with an extra $500 per month? How would your life be different if you didn’t have to work your current job? Where would you like to live? Where would you like your kids to go to school? Describe your perfect week? Questions like this can start you on the path of determining what you would like to achieve. Again, it doesn’t have to be the huge mansion on the hill with 3 BMW’s. It can simply be, “$200 to shop at The Buckle every month.” Whatever you want out of your Direct Sales business, make sure you have the first step decided and written down.

Determine: Now you have to determine what it will take to get to that goal. This is a good time for an honest conversation with your sponsor. It is best if this happens before you sign up. How long does it usually take to get to the level you want to be at. How practical and possible are your goals? How much in sales would it take to reach your goal? What is the average party sales? How many parties a month will you need to have? How many recruits will you need to achieve your goals? These questions will help you determine the steps necessary to achieve your goals and will make sure you are prepared to do what it takes to get what you want. If you find that the work necessary is more than what you are prepared to give, you may need to adjust your goals and lengthen the amount of time you want to give yourself in order to get to the level you are hoping for.

This step is critical because you want to have a powerful start. Knowing what you want and what you will need to do to achieve your goals will allow you to start the right way. Waiting for weeks or a month to start is not the way to find success! It’s like wandering through the wilderness hoping you might actually bump into a really cool lake to camp at. It just won’t happen! You have to find the path, get on it and start if you ever want to find your amazing camp site.

Do: Once you have found your path and know what it will take, the third step is simple, DO!! So many people start a Direct Sales business with great intentions only to watch their starter kit sit and collect dust. You have to dive in and DO with your whole heart. You have never seen great success with anything that you have only done half way or half-hearted. What would happen if you kind of half way decided to have a baby? You can’t! You either do or you don’t. It is the same with Direct Sales. I’m not saying that everyone has to achieve the highest levels, many are happy just performing at the level that they are at, but whatever your dream is, work with your whole heart to get yourself there. Don’t let anything stop you, especially not your own inaction. Nothing will bring regret and remorse into your life more than knowing you could have done great things and simply didn’t. If you are going to do a Direct Sales business you might as well do it well.

The greatest thing about Direct Sales is you really can have what you want. No other job can promise you the same thing that Direct Sales can. So Decide, Determine, and Do. Then watch your hard work and dedication turn into the life that you want for you and your family.

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Marketing ROI – Make Sure Your Marketing Is Making Money

Jun 02 2023 Published by admin under Uncategorized

Today, if you ask any marketer what his biggest challenges are you will no doubt hear Return on Investment (ROI) at the top of their list. With competitive pressures, businesses more focused on profitable growth, and an increased need to do more with less, marketing professionals need to generate favorable returns on most – if not all of their marketing campaigns.

Upon first blush, this looks rather simple. Just take the total cost of your campaign, track it through to conversion and determine that the revenue generated is greater than the expense. However, most people make the mistake of assuming that calculating ROI is only involves direct expenses and revenue. There are other factors to consider when determining your return on investment.

In a moment, I’ll show you a quick formula to help calculate ROI, but before I do, let me explain the types of expenses you need to consider:

Direct Expenses. Any cash outlay you have to develop, create, and distribute your marketing campaign is considered a direct expense. For example, if you’re doing a direct marketing campaign, you’ll have to print your mailer, pay for postage, and offer an incentive. All of these factors are direct expenses because they cost you money.

If you’re marketing online with Google AdWords or a similar type of service, you’re paying for each and every click – this is considered a direct expense.

Indirect Expenses. An indirect expense is something you spend to in conjunction with your marketing efforts but doesn’t necessarily involve a cash outlay. For example, if you pay a copywriter or designer to help with your creative, their time and expense must be considered. Other indirect expenses might include your overhead such as rent, electric, phone, insurance, etc.

Now that we’ve identified some of your expenses associated with an ROI calculation, lets look at a specific campaign example and how we can determine our return on investment in a simple manner.

Example1: MarketingScoop, LLC decides to send a post card mailing to a list of small businesses promoting their directory service listing. Here is a list of expenses associated with the mailing:

Direct Expenses
Post card design $100
1,000 post cards $200
Postage $500
Total $800

Indirect Expenses
Indirect Expenses X .25* $200

A rule of thumb you can use to calculate your indirect expenses is to multiply your direct expenses by 25%. If you want a more exact determinant of indirect expense, you will have to record the amount of time attributed to this particular marketing project as a percentage of your annual ‘available working hours’. Then, multiply this percentage against your total business expense.

Based on our calculation above, total campaign cost equals $1,000. For this example, let’s assume that the campaign brings in $2,500 in revenue. Simply divide revenue by expense ($2,500/$1,000) to determine ROI. In this example, our ROI was 2.5.

Note: This is a Gross calculation which means that we have not subtracted any product related expenses. This gets into Net Income, EBITDA, and other stuff for the accounting team to figure out.

The key is to use this information as a benchmark for future campaigns. Instead of assuming that a marketing campaign is productive, you now have a basic measurement to evaluate it and compare future campaigns.

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