Direct marketing can make you very successful, but you've got to understand the basics. Here are some more gems of the industry that can take you from being a diamond in the rough to the luminous bling-bling.
When advertising your product or service, honesty is not only the legal and ethical path, but also the path to the highest amount of repeat business.
Many times companies fall into the trap of trying to "lure" customers in to their store. They make claims that are technically true but are worded in a way that make them sound better than they actually are. The company may not be consciously trying to deceive their customer, but none the less if exactly what is advertised is not delivered the customer will feel deceived. This customer is not likely to do business with this company no matter what their advertising offers in the future. List the benefits of your product factually and deliver what is promised and your customers will keep coming back.
When advertising, it is best to outline the benefits of your product or service. Simply naming the features that it has may not show what it can actually do for your customer.
Example: A car company releases a new model of car that features "new indestructible porcelain brakes". This fact is touted in all of their commercials but the cars aren't flying off the lot. It is very likely that the customers in their target market, mostly families that are concerned about safety, have no idea what difference these brakes make in the performance of the vehicle. If they had instead advertised the benefit that the car is "equipped with brakes that can stop your car three times faster" it would have given the customer a compelling reason to be interested.
Think about what the benefit of your product or service is and focus on that. If you are a computer maintenance company your product may be "server management and database maintenance" but you will be better off saying that you can help "increase office productivity by allowing easier access to client files". Many times your customers don't understand your business. That is why they have to hire you. Make sure to explain to them not only what you do, but how it can help them.
When a customer gives you their email address you have one more way to get your message to them.
One of the best ways to supplement Direct Mail Marketing is Direct Email Marketing. However, unlike direct mail marketing, unsolicited email marketing is illegal. You can't just go out and buy a list of email addresses and start sending to them. There is one way to purchase lists for emailing called "opt in" lists but this method is not recommended because the rate of people on the list that actually "opt in" to receiving your promo is very low. This is why you should always collect customers' email addresses as you are getting their physical addresses.
Also be sure not to slam your customers with too much email promotion. I recommend not sending more than one email per week to each client. Not only will this keep you from angering your customers, it will also keep up the interest level and keep your emails from getting deleted before they are even opened.
If your company is planning on emailing specials or a Monthly Email Newsletter you will need to have this list for them to be effective. If you are not planning on contacting customers and prospects via email, you should be!
Joy Gendusa founded PostcardMania in 1998; her only assets a computer and a phone. In 2004 the company did close to $9 million in sales and employs over 60 persons. She attributes her explosive growth to her ability to choose incredible staff and her innate marketing savvy. Now she's sharing her marketing secrets to others. For more free marketing advice, visit her website at http://www.postcardmania.com
|
|
|
|
|
|
|
|
|
|
|


Entering into Global markets is a great way to organically... Read More
My mother used to tell me, tongue in cheek, that... Read More
It's interesting to see how resourceful people become when starting... Read More
The media is a business's absolute best friend. It is... Read More
With all the shuffling that's been seen in the search... Read More
If you want to substantially increase your tourism prospects and... Read More
So many of you have been telling us that you're... Read More
Simply put the marketing people and the sales people depend... Read More
In Part 1 -- I discussed how to consider both... Read More
Everything you will ever need to know about internet marketing... Read More
Volunteering your services can be an excellent way to form... Read More
Maybe you don't want to work that hard, or maybe... Read More
There's a saying that half of all marketing efforts are... Read More
Those who believe the web is not a direct response... Read More
When marketing your practice, as well as designing yourbrochure, web... Read More
Today I've decided to share with you a new word... Read More
It seems nowadays every marketing guru and their brother-in-law has... Read More
1. Advertise in trade journals, ezines, and web sites that... Read More
Exhibiting overseas is one of the fastest and most cost... Read More
Two years ago, when I first started selling online, I... Read More
A lot of advertising and mailings promise to reveal the... Read More
Marketing is like rowing a boat. When you know how... Read More
Recently I was talking with a very bright traditional marketer... Read More
Any economics student can tell you that price is a... Read More
While Internet legend (and young pup) Frank Kern would have... Read More
Sometimes you can use a guarantee effectively in your headline.... Read More
We've all heard that "free advice is worth what you... Read More
35 Ideas to Spark Your Creativity:There are 3 ways to... Read More
You can make the sale. You know your core message.... Read More
Do you ever wonder if you could be doing a... Read More
You probably know that February 2nd is Groundhog Day. But... Read More
One of the keys to creating a successful business is... Read More
What You Say, Who You Say It To, How you... Read More


©2004 Jeffrey DobkinIf you're in direct marketing, you're continually looking... Read More
If your members, parents or donors wear clothes, watch t.v.... Read More
People are known to shop on impulse- buying an item... Read More
If an alien civilization from Mars was planning a friendly... Read More
When it comes to your marketing message, the little things... Read More
If you want to double your business, then you need... Read More
After 11 years in sales, I've put together and delivered... Read More
Websites have replaced the brochure as the "must have" marketing... Read More
I often talk with business owners who tell me how... Read More
Are there really ways you can get valuable marketing exposure... Read More
Donors will stop responding to your fundraising letter appeals for... Read More
Our ego can get in the way of marketing our... Read More
This is an excellent way to grow your business using... Read More
There are a great many online business people who are... Read More
"Necessity is the mother of invention!" The first time I... Read More
Effective marketing for the small business begins with market researchIf... Read More
A well-designed chart can be one of the most persuasive... Read More
You followed time-honored online marketing techniques to the letter: you... Read More
Subtle adj. Showing or making, or capable of showing or... Read More
One of the most effective ways to market your products/services... Read More
During the holidays, folks everywhere shop many long hours to... Read More
Whether it is for is a real estate listing, a... Read More
Ann Landers, Dr. Phil and Roger Ebert take pleasure in... Read More
One of the best ways to get a restaurant free... Read More
Here is a powerful tip on how to substantially increase... Read More
Have you looked for marketing advice on the internet recently?... Read More
Coming up with an idea, seizing the opportunity, and setting... Read More
The key to success in any business relies a large... Read More
What's the fastest, simplest and cheapest way to promote just... Read More
A step-by-step guide to creating a growth strategy... Read More
Web Presence gives your business a distince edge over your... Read More
NB: You can read part one here: ... Read More
Cause marketing is a relationship between a for-profit and a... Read More
Marketing |