Here is a Short Story About Buying into a Long Tail

Here is a Short Story About Buying into a Long Tail

How is your customer acquisition program performing these days?

Now, you will not tell me you do not have one in place. Good if you do, but shame on you if you do not. Here are a few ideas if you do not or if you do, here are a few new ideas that will help.

Locating and recruiting new customers is an essential activity for every business. So, you spend much of your time attempting to attract the attention of viable prospects and make an initial sale.

Sometimes, however, there is a tendency to concentrate so heavily on seeking new customers that we often overlook the ones we already have.

That is why it is so vitally important to make sure you divide your direct marketing and mail dollars appropriately between the two activities.

Go for a tail

Go for the “long tail in direct marketing and mail” with as much energy as you go for the initial sale. Go for developing strategies to build repeat business over the long haul with the same energy.

  • What type of tactics were used to capture the first wave of repeat business?
  • Can these businesses become aligned with existing business to see if there are any similarities?

For example, by providing a greater variety of inventory (extending the long tail), businesses hope to reach more customers and generate more total sales. If your customer is a printer, you have an inventory in place of paper, toner, color cartridges, service contracts, and so on.

You may not think your company does not have a tail, but check it out.

  • Could you build in and offer a service or maintenance contract?
  • Could you devise annual reviews or client updates?
  • Could you create innovations in your products or services that encourage customers to repurchase more frequently?
  • Longer life of cartridges? Toner.

Many businesses have tails they do not even know they have. By looking closer at your existing customers, are there different ways consumers use your product?

If you have weak or non-existent customer profiles in your company database, now is a good time to build them. Just make sure you keep “going for the tail” as the end goal that brings in another revenue stream from existing customers.

No, you will not find a whale in a stream. But you may find a whale of a tale from a new customer!

 

Please share with others–except your competition!

Direct marketing copy is like a puzzle.

Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are from my experience as a small business owner and a marketing entrepreneur in marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.

Please join our Direct2Customers Marketing Community today!

This is what I do and what I love to do.

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

Digiprove sealCopyright secured by Digiprove © 2021 J. Mike Deuerling
Here is a Short Story About Buying into a Long Tail

Are you looking for a higher revenue stream?

Answer a few tough questions

Building a business and marketing plan will teach you more about your customers, competition, direct or indirect, your industry and what other small businesses are doing. You are not in school anymore, so it permits copying.
But, in business planning, you need to answer some tough questions. If you are tackling a plan for the very first time, you need to build a planning and marketing advisor’s team. Select first from your employees. After all, they need to speak up, but please, no punishment from past discretions. Some of your best ideas may come from them.

A QUICK TIP

Some people are best at answering questions when a question comes up during a conversation. Here are a few probing questions to help you get the ball rolling:

Search for Answers

Meet with non-competing business associates you admire and even your customers. Other people to know may be in your local chamber of commerce, junior colleges, a community business association, or in local business schools.
Visit your local bookstore, a university or junior college library, or venture online to find a ton of books, podcasts, and many gurus to check out for help. Keep in mind, your team members may have some ideas in the area. I recommend not to venture here until you visited the pervious suggested people.

1. A situation analysis is a significant start to help you change.

My company analysis involves evaluation of your company’s objectives, strategy, and capabilities. It will enable you to determine the strength of your business model, whether there are areas for improvement. For example, understanding your business capabilities, customer types, business environment, product, pricing, and revenue.

As written above, some people are best at answering a question during a conversation. The situation analysis is a great tool for your company leadership and team members. For example.

* Precisely define your company and your product or service.

* If you offer a product, define what it is, how is the product used, how is it put together, and what are the expected results.

* If you offer a service, tell us what you sell in seven words or fewer, and what a customer receives when they buy it, how the service will perform for the person and who purchases it, and specify the single most important benefit.

* Then, in order of importance, describe which features will appeal to your marketplace.

* In order of importance, define the products/services your company offers. (Be as complete as possible.)

2. Here are example questions I may use to look at Your Organization.

    • In one sentence, describe what your company does. Do you have a USP (Unique Selling Proposition)? If yes, attach it to your answers to these questions.
    • How long have you been in business?
    • How is the company organized (subsidiary, division, franchise, etc?).
    • Are the current product lines or services meeting their goals and objectives? Please list them in importance of their success.
    • What is your knowledge about products and/or services information from customers is telling you?
    • Describe what you think your target audience knows—and feels—about your company and the products/services, in terms of quality, features, style, brand names, etc.
    • Describe what you think or know what your target audience knows and feels about your competition.
    • What areas of product (or services) and brand strategy need improvement?
    • Have you developed research profiles of each customer segment?
    • How is your company presently positioned in your industry? What is your company known for?

    In today’s business environment, you need to learn as much as possible about customers, transactions, and who is the next customer to serve. It is not as easy as looking at customers and the products they purchase and to make a mental note of the differences.

    A company needs a business model to focus on what customers want and even how they think, recording answers in a database. Do not fall into the trap of building a major campaign on logic or a gut-feeling–it is a formula for disaster.

Join Our Community Forum and Get My FREE Answers to the Questions Above

If you want to get a feel for questions asked and answered, sign up for free today for our Direct2Customers Marketing Community. 

Please share with others–except your competition!

Direct marketing copy is like a puzzle.

Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are from my experience as a small business owner and a marketing entrepreneur in marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.

Please join our Direct2Customers Marketing Community today!

This is what I do and what I love to do.

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

Digiprove sealCopyright secured by Digiprove © 2021 J. Mike Deuerling
Here is a Short Story About Buying into a Long Tail

If your call-to-action (CTA) does not inspire…

There are other words that inspire action.

I love the word inspires

Once someone clicks on your CTA, they go to a page on your website or a landing page. If the marketing term of “call-to-action” sounds like a military term, I rather use “inspire.” Also, call-to-action always reminds me of the word “sale.” Just about everyone loves a sale.

LEARN BY READING

It's not a sale

But, depending on what you are selling, maybe the word sale is closed in. Simply, it’s not a sale. The mere thought of a sale may not be your brand. If you plan to sell your brand to a new segment in your database, the product or service you select must appear less price sensitive.

LEARN BY DOING

 

A bit of motivation

Does the word inspire better than call-to-action? Inspire leaves a positive feeling for a customer by telling them the secrets of how to use your product or service benefits. Just about anything but a sale. If your product works the way you hype it, people will buy it at a fair price.

LEARN MORE

At all times, I was learning…

You can to.

L

Inspiration

My first boss taught me how to make dough. Pizza dough, not money. Using fifty pounds of flour at one time. He inspired me to learn.

L

Upselling

So, I learned how to “work” a customer. After the order is complete, I was told to remind them to order product B or C, which goes nicely with a pizza.

L

Will Not Fail

I learned a lot from my first boss. He hired me when I was a sophomore in high school. I did not want to fail him.

L

Learn by Reading and Doing

It was another introduction for me to learn by reading, learn by doing. I attended a technical high school that used a similar vocation of learning by reading and doing. I thrived in that environment!

L

Know Your Customer Reach

As a marketer or salesperson, help your customers feel they want to do something. Maybe they need more information, a sample of the product or service or “buy this product and you can do this or that or whatever you want to do.” Inspire them.

L

Confidence and Motivation

The word confidence is another good marketing term to use. Does your product or service provide confidence by the way it works or how to use it. Maybe to fulfill an ego? That works well, it creates great loyalty. Maybe motivate yourself to find more words.

L

Summary

What other words align with inspiration? Besides, from my first boss’ lips.

Learn by reading, learn by doing. You’ll find how in the Direct-2-Customer Community.

Learn By Joining DIRECT-2-CUSTOMERS marketing and Forum. Inspiration is a good thing.

Please consider joining us today.

Mdoc@direct2customers,com

Please share with others–except your competition!

Direct marketing copy is like a puzzle.

Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are from my experience as a small business owner and a marketing entrepreneur in marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.

Please join our Direct2Customers Marketing Community today!

This is what I do and what I love to do.

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

Digiprove sealCopyright secured by Digiprove © 2021 J. Mike Deuerling