Today we will explore 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:
- List all benefits customers will get from the purchase of your products and services
- Pick the single most powerful benefit out of that list
- Build an attention-getting headline around that benefit. Remember to use emotion – fulfill the desire to be young, wealthy, desired, popular or successful
- Develop a sales letter using the headline you created to grab attention, provide information, and motivate customers to act
- Put together supplementary items such as a brochure, order form, reply envelope, or note that encourages them to read the letter
- Rent or purchase a mailing list
- Compare cost of mailing vs. cost per order
- Continue to test and refine your direct mail marketing plan.
You can see how direct mail marketing can help you find a local or even country-wide target market to send letters or postcards to and draw in new clientele and customers. Fine-tuning your marketing campaign will bring better results and therefore lower the overall cost of the campaign.
To be successful in telemarketing you need to:
- Put together a plan, so you know exactly what you want to accomplish during the call
- Develop a list of topics to discuss and the questions you want to present around these topics
- Input verbiage checking to see if you are calling at a good time
- Include enough questions to keep the conversation interesting, but not too many to sound like you are interrogating
- Start with broad questions and narrow your focus as the conversation continues
- Offer feedback to show the customer you are paying attention and that you appreciate their time
- Never insult a customer’s intelligence or be manipulative
- Listen first, talk second
- Be relaxed and conversational.
Telemarketing does not have to be the trauma it’s made out to be. You can put together an honest, personal, and effective telemarketing campaign that is endearing, informative, and gets the job done. Think of how you would want to be treated on a marketing call. Ask your friends and family what they hate most about the telemarketing calls they get and work hard to craft your plan in a better way.
“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. Our GUIDED TOUR offers the resources and tools you need to work through these processes and put together the best marketing plan for you.
Let’s talk about how to turn prospects into customers. While, your marketing is doing its job, you need to be working on turning prospects into customers. There are a few keyways to seal the deal. You need to be:
Many prospective customers are hesitant to purchase due to the threat of buyer’s remorse. This risk is mitigated if you have provided a quality product/service that delivers on your marketing claims.
However, if it occurs, there are two ways to deal with it:
- Offer to refund money, no questions asked
- Offer a bonus they can keep, even if they return the product
- Offer them a sample of a free trial period.
These offers will help mitigate buyer’s remorse because this will build trust.
There are number of other ways to turn a prospect into a customer, including to offer:
- a special price as an opportunity for you to test the market
- a lower price with the reason of pushing inventory to pay a tax bill, for your kid’s’ braces, or another tangible reason. Customers love that this makes you feel so much more human
- a referral incentive
- a smaller, more inexpensive product first to build trust
- package deals
- to charge less for their first purchase if they become a repeat customer
- extra incentives-longer warranties, free bonuses if ordered by a set date
- financing options
- a bonus if they pay in full
- special packaging or delivery
- “name your own price” incentives
- comparative data or other comparison tools
- a trade-up or upgrade to something they already have
- additional, educational information to help them make the decision.
The options really are as limitless. You can use these or other ideas to find what works the best for your business, products/service, and target market. Remember this…
“By making it inviting, easy, informative, non-threatening, educational, inspiring and fun to do business with you, you’ll loft your company above the competition.” Jay Abraham
Need help with figuring out the best strategy for converting prospects into customers? Our GUIDED TOUR gives you exclusive access to the mountain of resources and tools, along with information from some of the greatest marketing minds on Earth.
There are 5 major components to good advertising copy: (The order of these is essential to success)
- Command Attention
- Showcase Benefits of Products/Services
- Prove the Benefits
- Persuade People to Embrace the Benefits
- Call to Action
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:
- Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
- Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. The consumers need to know what’s in it for them. Include useful, factual, and clear information to show precisely what the benefits are and how they are going to help the customer.
- Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
- Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a hard sell approach and create scarcity. This will enact your potential customers to feel like they have to act now. Which leads into the last component.
- Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something. Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Good advertisements include all of these components. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness. We can help you with this too. Try our GUIDED TOUR to learn how to put together great advertisements from some of the best in the business.
“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 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 respond, 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:
- Direct mail
- Print ads
- Radio and TV ads
- Coupons or other incentives
Some of the advantages of direct marketing:
- A great way to use free time during lulls in business
- A Productive way to communicate and empower you to create more relationships
- A Great way to up- and cross-sell to current customers
- A Low-cost way to rustle up new business
- Can be used as leverage to turn small sales into large sales
- As a supplement your current marketing program
- A cost-effective way to reach target markets
- Offers measurable results
- Effective means to reach outside your local area for new business
- Can increase the effectiveness of your sales force
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.
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 or not they are in your local area. If you would like help putting an action plan together, please don’t hesitate to reach out.
Today I’d like to teach you about the three most important start up marketing tools you need to get and keep new customers.
- In person: It’s essential you meet with customers/clients in person whenever possible. This shows you respect them and take the time to work with your clients to give personal attention to each of them.
- Follow up letter: Always take a moment to send a follow up letter about what you talked about, new agreements or partnerships made and to thank them for taking the time to meet with you. Likewise, you should always send thank you letters or small gifts to partners you find success with.
- Phone call: Use a telephone call to follow up with them to talk again about the matters you talked about in your meeting and offer any assistance you can to help their business run smoothly and more successfully.
None of these will work if you don’t have a quality product/service to back you up!
Here are the key steps for putting together your start-up marketing tools:
- Research potential customers, buyers, competitors and their preferred methods of distribution.
- Talk to potential customers. Take a hard look at your product from a customer’s perspective and see what it needs to be successful.
- Follow up with your 3-step process from above.
- Develop systems for contact follow through, quality control standards and customer service.
- Develop post-sale follow up system to keep lines of communication open is customers and build on your current relationship which increases future purchases.
“Marketing and innovation produce results; all the rest are costs” Peter Drucker, management consultant
Here’s another one I love from an icon:
“If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.” Henry Ford, Founder of Ford Motor Company
This lesson has offered you the tools to put together a start-up marketing plan that can be used over and over again to help your customer base and business grow in a manageable way. The tools offered in our FREE test drive offer these very same things.