Then share the most important ideas with the ones that make you money.
There are numerous tools of the trade you’ll find when using direct marketing and mail. If you have read a few of my posts on using both within a direct to customer strategy, there are an incredible amount of tactical tools to help you reach your end game.
Considering your customers can be challenging to determine what makes them buy, because one day this, another day that, but sending the same marketing message again latter, you get a different result. Who would of thunk it?
These are just a few ways the pandemic has uprooted our daily lives to earn a living. Unemployed people and empty company locations will leave your marketing message unread, unseen, or unheard.
Marketing, advertising, and selling professionals, must remain vigilant to stay connected. For instance, build a customer list of recent purchasers and even others who have not recently made a purchase. Do not be salesly with your conversation but show concern about your contact and their company. Offer to help by stretching out customer payments, free shipping or whatever benefit people love about your product and service. Saving money never goes out of style.
Small businesses restaurants or a fitness center, and many other companies, are under siege via mask mandates, times or days allowed to be open, losing quality employees or letting them go because of the lack of funds. I am sure you get that point. This is not a good situation.
So what do you want to do? Stay on the same path and hope for better results?
Now is the time to plan your attack but first, read on for other ideas. But while you study all channels of communication to reach your audience, write personalized messages n your blog like there is no tomorrow about on what is to come down.
There’s so many channel preferences people have at their disposal, but the most important ones are what communication channels your desired audience may use. Unless you are one of the few waiting to determine peoples desired channels of choice, I am sorry to inform you, it is up to you to make that happen.
In the past 25 years or so, I preached to many audiences everywhere to spend time to learn your customer’s habits, needs and wants, and to enter your results in a customer-contact management system. Or, if you sell a product or service, then into your busy book. When the information you collected is entered in a database, you first move is to develop customer segments. Start small and add on what else you learn. The knowledge you get from studying this data will make your marketing messages more relevant.
I created a lot of marketing and sales tools to help a business like yours learn how to analyze the data you collect. For example, how to segment your customers and prospects, start by building an easy form to help you see the big picture for achieving marketing and selling success.
The choice is theirs.
Clients have more choices to buy than just your company. If your business is in everyone’s busy book, how do you stand out? So for instance, a direct marketing strategy is one of the more valuable tools in building an offer. An offer is vital for success. Still, many businesses assume their product is good enough to sell as is without an offer. Guess what? Wrong.
Why? In one quick answer, the offer causes a person to stop and give your message a second look, a second thought. Is that the way your mind is rolling?
Now, many of you reading this may consider an offer of lower prices. But, if you took the time to learn more about your customers, you may have found a certain percentage of customers and prospects have other values when making a purchase. At the heart of any direct marketing message will always be an offering, whether you’re selling a product, promoting a service, driving traffic to a Website, or taking people to a retail location.
What is an “offer”?
It is not to love and cherish a product for the rest of your life, but it can be. And no, it is not a discount, but it can be. It could be any number of other things as well.
On the simplest level, an offer is the “terms of the deal.” It is you saying, “Here’s what you can get. And here’s what you have to do or pay to get it.” It’s the combination of several elements that make up the “deal.”
Individuals who operate in the direct marketing and mail business understand the importance of creating a sense of urgency in a marketing offer. The value of having the sale happen now is that if it does not, it may not happen at all. Condition that the sale happens now, it increases the likelihood that another sale will happen later.
These are just a few tried-and-true strategies to help your customers and prospects overcome the dreaded disease of delay!
Want to learn more about direct marketing? For a limited time only, I have placed our most requested white paper, “The Right Notes in Your Direct Marketing, Make Beautiful Music for Your Customer’s Ears and Your Accounting Department”, on our report sending website free for the asking.
This powerful report can change your opinion on your direct marketing strategy and realize, there is a better way to communicate with your audience – when you spend some time to get to know them! Your messages become more relevant and your customers feel more appreciated. And we both know what that means!
Thanks for reading.
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Thanks again for reading. Questions? Mdoc@direct2customers.com or 800-251-3608