It pays to do your research. Here’s how.

It pays to do your research. Here’s how.

When Did Market Research Disappear?

Was it snapped up by digital marketing and now hiden in a closet?

LEARN by READING, LEARN by DOING, and BUILD CREATIVE IDEAS

A weekly newsletter on life as a solution provider in marketing and sales for your small to medium-sized company.

Never stop learning more about your marketplace

Market research companies did not come cheap for many businesses. Some small or medium-sized businesses knew how to start their research, but usually within months, the program was AWOL.

In our Direct Marketing Success newsletter, Vol 19, No. 38, our lead article is “How to do your own market research!” for a small or medium-sized business is how to learn more about your marketplace. Who is buying your products and services? What are some of their characteristics? Buying habits?

No matter what you think or know about your customers, there is always something you don’t know, but need to know.

But, before you leave this broadcast, possibly with the idea that market research is a waste of time and money, check out these easy how-to-do *four steps in the article, “How to do your own market research!” Even if you’re not interested about market research, you’ll find a lot of ideas in this article, such as how to collect more customer data and additional customer information.

 

There is another bonus

It is always helpful to remember. Direct 2 customers!

Is Business Growth Always on Top of Your Mind?

Our marketing copy is written for learning.

Building your marketing and advertising is like building a home. There are many pieces, some equal in use and some are unique.

The result is a very practical home meeting the needs of many people. Our newsletters, blog, papers, and so on, copywriting has the same criteria.

Only the best copywriting can capture more sales and customers.

Learning by reading and learning by doing, marketing, and selling ideas, are what you will find in your Direct2Customer Community.

We have the content to help you start a new journey for succcess.  Plus, we gladly answer your questions.

Join us today by clicking on the button.

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

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

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Are Today’s Customers Harder to Reach?

Are Today’s Customers Harder to Reach?

The competition today is humongous!

In our history as a nation, for example in the 1800s, all selling was face-to-face. Store owners studied customer purchases to determine their likes and not so likes of goods and services. Sounds simple, because it was, then.

Now fast forward to the present. It is difficult to get a grasp on why and what a potential customer would buy. There is a loss of useful, outmoded communication channels seceded by the internet and all things technology.

Further, the competition today is humongous. Customers shopping at stores is low, B2B company industry shows are trying to make a comeback, trade publications are disappearing or bought out, and a small business is erratic with selling goods or closed for good.

The timing is right getting back to the basics.

When I put my thoughts together for this post, I realized how much has changed since the pandemic reached our shores in the first quarter of 2020. Companies, big and small, had a very difficult time on how to communicate with prospects and customers. Try this, do that, or even maybe this will work.

Hopefully, the time is right for a change. The pandemic may wind down as we approach the summer of 2021. Fresh cases of Covid-19 are at their low and in single digits of deaths in Illinois. People vaccinated twice are slightly over 50%.

Selling to people in the 1800s.

The biggest takeaway from the 19th Century was face-to-face selling. In the B2B industry, a person may sell a high-cost product or service. The salesperson usually receives a lot of objections. A good salesperson studies his customers and their company. He must know how to react to the objections.

With negotiations, both people must know as much as possible about each other. Each person wants to walk away as a winner.

So, what is different today? We have the technology to meet face-to-face. For example, any good salesperson would say, “I need to set the table on why my product or service is better.” A small ticket price salesperson must also set a table to get a sale. It is not what you know or who you know, it is what you know about the person you are selling to. What does he know about you?

Look at what other companies are doing.

To become a useful tool, you must transform data into information that can help drive strategic direct marketing and selling programs, financial decisions, and product development. To minimize manual data collection and conserve resources, a company should focus on metrics for readily available data.

In today’s direct and digital marketing, data will capture information needed to drive decisions. The idea of having a good marketing automation tool to capture more data at a reasonable price is a worthwhile investment. The Pareto Principal comes into play when you collect data. Twenty percent of your customers usually provide eighty percent of your revenue. Buy a CRM or database and build one today.

Adding value-oriented work habits.

When you summarize feedback in charts, graphs, or simple to understand language, you’ll always know the score. You know if you’re winning or losing–and to what degree. 

Go get’em slugger!

Useful methods of setting a table for a sale.

  1. Printed Materials. If you have not printed marketing materials in sometime, there are many knowledgeable printers to help you with paper ideas, paper types, color, black and white, sizes, postal requirement and so forth. Look up a direct mail company who process mail for delivery is a logical choice.
  2. Contact List. Every business needs a customer and prospect list. The average list may lose 20% of contacts each year. You can count on over 20% based on the present pandemic. Before you do any mailing, search your current customers from accounting. Compare each list and update your mailing customer list. That is just a start. See #5.
  3. Direct Marketing Mail. Whether a large or small business direct mail can deliver. For example, get creative with printed materials. Get creative with the envelope or other size package, so when it reaches the person’s hand and eyes, they have creative printed material, such as a call-to-action.
  4. Communication Channels. Besides mail you should add additional communication channels such as email, landing pages, your website, telephone, zoom, video such as You Tube and other digital marketing techniques. Your choices are many, but it all depends on what your contacts prefer.
  5. Data Management. Personalization assumes that you know something about the people to whom you are mailing, emailing, or sending to a landing page and so on. It is an effective way to keep customers spending their money on your products and services.

Summary

Yes, there are more. However, without having a good contact list, your results are not always what they could be. The key point in any of the communication channels is personalization. You need to collect customer data, such as what channel (email, mail, etc) is the best revenue channel.

A database, such as a CRM, will disclose more about your customers and prospects. Think about using segments in your CRM. Start simple. For example, what buyers are in the top 20% of revenue. They may have different copy than the other 80%.

Here is a collection of articles and posts for each of the five tactical tools from the list above.

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 intertwined in the 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!

Learning by reading and doing, marketing, and selling ideas, is what you will find in your Direct2Customer Community. Join us today by clicking on the button.

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

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

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Seven Fundraiser Tips to Reach Supporters…

Seven Fundraiser Tips to Reach Supporters…

and learn how a few tactics will win over your customers.

 

Let me explain.

Let me explain.

Direct Marketing+Mail comprises many distinct elements to help your customers buy your products. When you add them up in your head, you can easily lose track because there are so many.

Never stop at one.

Let us talk about customers. The human mind is very baffling, and depending how their day is going, it can change in a heartbeat. For example, an automobile manufacturer does not just sell cars. They are selling economical transportation to get you to and from work every day. What else are they selling? It depends upon the person. 

A mom with children needing a new car wants lots of space. Safety features also come to mind. What about Kevlar seat covers to keep the interior looking half respectable?  

Dad will want either good mileage, performance, or both. But buying a sedan does not cope well hauling children to sporting events plus equipment. Once the last child is over eighteen, dad may finally get the sedan of his dreams.

As one can see, there are a lot of hot buttons to push to get someone to buy. Whatever product a company sells, there are many variables to consider. In these cases, a person should start thinking like enthusiasts. Focus on the payoff or reward more than on the product. Take a cue from fundraisers. That’s a good moon arising! 

 

There are a lot of hot buttons to push to get someone to buy.

Take a cue from fundraisers.
  • Whatever product a company sells, there are many variables to consider. In these cases, a person should start thinking like enthusiasts. Focus on the payoff or reward more than on the product. Take a cue from fundraisers.
  • How do professional nonprofit fundraisers raise millions of dollars for their non-profits every year? What are their secrets to fundraising? The answer is trust and establishing confidence in the direct communication copy.

As promised, here are seven enthusiastic ideas to make more money.

  1. Put yourself in an enthusiastic mind frame as you review your copy. Ask why. It is important to clarify “the why” you are asking for a donation or a sale.

A fundraiser does not want money but an agreement for their cause. The goal is to get people to support and invest in an organization. Or with a profit company, get the buyer to tell others about their product and experience.

  1. A fundraiser copywriter puts the facts about the organization in small type but emphasizes the benefits, payoff, and rewards. The idea behind this brings the reader onto a center stage in the copy using big, bold letters.

Any for profit company can send their customers to a website landing page with a similar look of the mailer and continue the reward and pay off in the copy. Once your customer reaches the web, accentuating your product with actual photography or a video is like the icing on a cake.

  1. Typically, an enthusiast for a cause wants to see more information in writing and on paper. Your customers probably do as well. 

There is no faster way to lose an enthusiast or a customer than to stop at one communication. Follow with another direct-mail piece that has continuity with the first communication. The piece should contain crafted stories, including pictures of other customers in action using your product. Do not forget email or other channels of communication they use.  

  1. A good idea is to reference the first mailing to build on the enthusiasm and the donors’ or customers’ emotions. That is another reason message frequency is so important.
  1. A single piece of direct mail can easily develop into many communications and using other channels of communication preferred by the readers.

Fund raisers take some time to learn more about their donors. This is a vital strategy in the non-profit industry and like a customer-centric marketing strategy for a company.

  1. Do not worry about redundancy. Remember, they bombarded people with thousands of messages per day. That is another good reason to keep continuity going from the first moment during the campaign to whenever the campaign ends.
  1. The image you project about your product or service or your charity and the value it brings to your customers or donors can be more important than the product or the service. To a charity donor, we consider it as an investment into the charitable organization.

Here is a takeaway from fundraisers for your profit business:

Learning a buying reason for a group of customers on how they use your product can lead your company to better marketing results. You can write more relevant copy, which can induce people to respond more often. Excellent results will lead to more customers.

I trust that was what you were looking for!

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 intertwined in the 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!

Learning by reading and doing, marketing, and selling ideas, is what you will find in your Direct2Customer Community. Join us today by clicking on the button.

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

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

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I thought you might want to know a few promos from the USPS…

I thought you might want to know a few promos from the USPS…

Subscribe to Our Direct-2-Customer Community-It’s FREE

I thought you might want to know a few promos from the USPS…

The USPS classifies most mail based on the dimensions of the mailpiece. I consider the most common mailers “letter-sized”, so they measure 6.125″ x 11″ or smaller. Be aware that letter-sized mail that is square requires a non-machinable surcharge. Said another way, postage is higher for letter-sized mail that is square-shaped.

Post card rates, which apply to individually mailed postcards 4.25″ x 6″ or smaller, will increase one cent to 36 cents apiece. Keep in mind that the “postcard rate” for bulk mail is not available.

Bulk Mail Postage Rates. Overall, first class mail postage rates expected to increase 1.8% while marketing mail will increase 1.5%. Depending on the distribution of your mailing list, and USPS location where you drop your bulk mail, rates will vary.

Move update. The USPSR recently published a Move Update Methods Requirements Fact Sheet, available on the PostalPro website. This sheet lays out the various USPS products and services available to meet the Move Update requirement. It requires mailers to update all addresses on First-Class Mail, Parcel Select Lightweight, and USPS

Marketing Mail within 95 days prior to the postage statement finalization date.

The Postal Service Informed Delivery service allows customers to see the incoming mail pieces being delivered to their mailbox each day. You can take part in Informed

Delivery Campaigns by providing color images of mail pieces along with links to related digital content.

Recipients can access these links from their daily USPS email notifications. This is an excellent opportunity for mailers to “double down” on their touch points with mail recipients-a digital touch before they open their mailbox and then again when they open the mail piece.

Visit a local USPS or contact a direct mail company member in this LinkedIn Group,

Direct Marketing and Mail Success

Group to learn more about these programs available from the United States Postal Service.

Please share with others – except your competition! Your time is genuinely appreciatedDon’t forget to join our Direct2Customers Marketing Community today in the form below!

Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer community. 

It’s what we do. It’s what we love to do. 

Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608 

     

It pays to do your research. Here’s how.

Building your marketing and advertising is like building a home. There are many pieces, some equal in use and some are unique.
The result is a very practical home meeting the needs of many people. Our newsletter, blog, papers, and so on, copywriting has the same criteria.
Only the best copywriting can capture more sales and customers.

read more

Are Today’s Customers Harder to Reach?

So, what is different today? We have the technology to meet face-to-face. For example, any good salesperson would say, “I need to set the table on why my product or service is better.” A small ticket price salesperson must also set a table to get a sale. It is not what you know or who you know, it is what you know about the person you are selling to. What does he or she know about you?

read more

Digiprove sealCopyright secured by Digiprove © 2021 J. Mike Deuerling
I’m looking for answers.

I’m looking for answers.

“If business growth is all about your marketing and sales effort, which one adds more to the bottom line?”

MarketingDoc

THEY BOTH DO!

Throughout my ownership of a small business, I worked with a variety of healthcare practices, higher education, universities, B2B companies, direct mail companies, a proud selling solution provider as a partner, and entrepreneurs like myself.

No one small business I met with was the same as the next, but for marketing their products or services, marketing, advertising, and selling was usually in all the wrong ways.

Hence, I am looking for comments to the second headline of this post. Do you agree or disagree?

Which one adds more to the bottom line, marketing, selling, or both? Please share your thoughts and experience with some examples if possible in the comments below.

Let me Explain

Let me Explain

Most small businesses are excellent at one or the other, but rarely very good at both. Based on experience, depending on which one the management team is comfortable with, well, it could be one or the other. Either will grow the business if leadership makes sure there is a firm commitment to the sales or marketing effort.

However, why stop at one?

Today, the future success of an organization’s sales team depends on the business leadership and their development strategy. The strategy is usually a blend of their marketing and sales tactics they have developed over the years. Logically, that provides results needed to keep a business growing.

But somewhere down the line, business growth becomes stagnant.

Leadership has become complacent. It seems like when a small business finds a new customer, an existing customer somehow disappears. It becomes more difficult to meet business growth goals.

Once contracted, I collect a lot of information about a company’s marketing and sales teams. I ask selected questions and provide examples from my e-Book, Custom-Made Marketing, to stimulate discussions.  Marketing professionals and salespeople love first class business growth and development ideas.

 

Summary -

Build A Direct Marketing Strategy Using the Four Basic Business Building Blocks Below.

When marketing and sales are looking to return to first-class business growth and development.

NUMBER ONE

The business team must have a complete understanding of customers’ and prospects’ needs and wants, and selling the products and services that meet those needs and wants. People change. Markets change.

 

 

NUMBER TWO

A successful selling growth strategy requires a focus on the basic skills of prospecting, lead generation, and face-to-face selling. Add personalization as a goal. Do you need better data? Is your database or CRM up-to-date? Don’t grimace, just do it!

NUMBER THREE

Leadership must define “what is a great sales lead” and what are the steps to take to nurture the lead prospect into a customer. A past customer will require some incentives to establish them as a returning customer.

NUMBER FOUR

Provides a customer service strategy that encourages more and repeat business. Learn more about prospects and customers. I used a storybook type of writing that served as a reminder of the needs and wants of each prospect and customer. Add personalization. Become known as a solution provider.

OK Mike, you asked,

but why is business growth and development more challenging today?

First, let me hear your answers and comments.

I want to get an ongoing discussion session and share with us what you learned by reading and/or by doing. I’ll be happy to share my thoughts and answer all your questions. 

Plus, all answers and comments will receive a free subscription to our Direct2Customers Marketing community and an issue of Direct Marketing+Mail Success.

I will complete this blog post week, February 8th.

Click here to read Part 2 of I’m Looking for Answers

Please share with others – except your competition! Your time is genuinely appreciatedPlease join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer community. 

  It’s what I do. It’s what I love to do. 

  Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608 

                                                                                                                                                         

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