Does Marketing and Advertising Activity Create An “OPPORTUNITY” for Your Customers?

Does Marketing and Advertising Activity Create An “OPPORTUNITY” for Your Customers?

Here is how to use an "opportunity" to attract more Customers

Finding the right answers is the importance of buying opportunities for your customers. If you need a bit of motivation in your direct marketing, let us discuss the importance of “opportunity.” 

When your team is developing effective marketing and advertising, there is a strange but true corollary:

People do not buy things; they buy opportunities! 

They do not buy stuff for their hobby or paraphernalia for their wardrobe; they do not even buy gadgets, services, or ideas.  

They buy opportunities such as exclusive offers, promotions, no interest when paid by a special date, familiar offers, long-term financing, and easy payment conditions.  

That is why, when you choose direct marketing mail, it is important to spend as much time talking about buying opportunities as you do about the products or services you sell.  

Direct mail is more personal, so your copywriting and design can put your reader into your buying opportunity. In fact, you want to spend as much or more time talking about your offer than you do about your products or services. Because even the best products and services and direct marketing campaigns—unless they are merchandised and encased in attractive offers—can fall short of their goal. 

Using direct mail is a one to one opportunity

When you decide to use direct mail, make it even more powerful. The purpose of all marketing, direct mail included, is to motivate a prospect or customer to act: to call, order, buy, request information, visit your website, or whatever, to take the next step.  

The next step is to set the motivation table. In simple terms, “hey prospect or customer, here is an opportunity you were waiting for, so don’t miss this chance again”  

Making this happen in this fast-paced, highly competitive world is not always easy. The reason is that it takes a tremendous amount of planning and implementation expertise to make that response occur. Build a checklist, adding every idea or change; your entire team must know about all the details. 

As a team leader or manager, your mission is to coordinate all the elements that lead to a successful direct marketing campaign: data, lists, message content, offers, visual impact, timing, frequency, postal rate efficiencies, postal automation compatibility, and on and on.  

Regardless of how much you mail or how often, you will always want to seek overall team leadership, professional guidance, and the advice of experts to achieve the greatest response to your direct marketing mail campaigns. 

 A lot of these best practices in direct marketing using mail can certainly be moved to some of the social or other traditional communication channels. Email, for example, is a great tactic to increase the response of your buying opportunity(s).  

It just may be the extra motivation your customer or prospect needs.

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 advertising, writing content, articles, and 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

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Direct Mail Made Quite a Few Buck$ for Mortgage and Financial Firms When Mailing to Customers and Prospects…

Direct Mail Made Quite a Few Buck$ for Mortgage and Financial Firms When Mailing to Customers and Prospects…

Companies in banking, mortgage, financial companies, and the federal government widely chose the direct mail marketing channel of communications for its dependability in deliverability to the right person or company. Right or wrong? 

According to recent research data from 2019 on the mortgage, banking and the financial industry, most firms provide a variety of financial products. They use an assortment of marketing strategies and advertising tactics, provide yearly sales figures, and what their market share is for the US markets.  

Yet, most of these financial institutions, however, have been slow to return to direct mail marketing tactics, mostly due to “the existing perspectives of how things should be done.”  

Maybe direct mail marketing for mortgage and financial firms is like face-to-face advertising for other companies?

Not long after the emergence of a digital marketing strategy, many industries had jumped on board the digital highway, embracing these new channels. However, in the mortgage and financial industry, the benefits of this the new medium created some confusion. So, many firms in the industry held back, and continued to use the marketing tactics that worked for them in the past.   

This industry was always rather conservative and unwilling to experiment with new and possibly unsafe technologies. Plus, it’s highly regulated. In fact, fewer than 15% of this group is using some digital marketing strategies, which are much lower than other industries. Considering their role in previous financial depressions, it’s quite logical. Customers felt it violated their trust.   

Why not try a direct marketing mail channel using certain segments of your customers and prospects? 

What’s your product? Is it more male or female? If you know how many of each sex or type, why do they make a purchase? 

Getting back to mortgage and financial companies, they already have a lot of information about their customer marketing needs. Probably the biggest need when filing for a mortgage is they need to know a customer’s salary, what is owned in their savings, how they use credit cards and types of insurance they purchase. Theye can find all this and other information in the target markets they build.  

Take another tip from the mortgage and financial sector.

Create trust-building strategies in unison using direct marketing mail, on the company website, social media posts, a blog or build one if one does not exist, or just about any communication channel you used to reach customers and prospects. 

One of the best channels you can use today for trust and readability remains direct mail. Direct mail today gets a 95% whopping delivery rate. As a bonus, if a person in your data moves, that information is forwarded to you to change your records. 

Social media can also be a gold mine. People who post can say a lot and some of this may be wise to determine how you can dissect how much of the discussion is useful in a marketing test. Keep in mind there are a few too many scammers on some of the social channels. 

I build successful customer relationships on trust, and if you set that as a goal of measuring the data from the direct marketing mail or other advertising communications for your company, expect to be compensated. Any company can tout exceptional service, but only a few can deliver. Why? Trust between organizations and people can be expected, but trust is earned.  

Find out more on how to use direct mail marketing in the digital era. 

Speak with one of our community members serving the mortgage and other financial companies. They can help you get on track with your marketing advertising.  

According to the data collected in 2010, it takes 2.7 channels (email, radio, social media, etc) to connect with a contact. I could not locate a recent update, but I am sure it is now higher. If you still only use one channel to connect, you need to consider selecting a few other segments your contacts prefer.    

There is an old saying in direct marketing: test, test, and test again. It is also helpful when you start channel selection.   

If you would like to see a simple segment for a simple small retail business, use a quick pic click now.

Marketing and Sales Innovation

Small Businesses Served

Marketing and Sales Solution Providers Created

Years Of Experience

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

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ASK EVERYONE

ASK EVERYONE

ASK EVERYONE

Now is the time to do the talking-STOP-then listen

While searching for a particular B2B article, I uncovered an important acronym from the past. No, I do not misinterpret it for the carrier UPS or United States Postal.

I commonly refer the letters USP to a Unique Selling Proposition. A USP answers the questionBuy our product and you’ll get this humongous benefit.”

How do you get one? They are not available in stores. I recommend you talk to your customers.

But, before you do that, put yourself in your customer’s shoes. They buy your products. What do they like about your products or services?

Go ahead, take a few minutes and jot down a couple of reasons. Then go ask your marketing and sales teams. Customer Service. Ask a few employees that correspond with your customers. Ask a few of your suppliers.

Over the years, I’ve seen many companies achieve success by learning more about how customers use a company’s products and services. Yes, everyone in a company has some knowledge about your market, and your marketing and sales teams know it best.

However, when is the last time you asked? Considering the slowdown of the pandemic and people returning or leaving work, there are new challenges that a company like yours may solve. Plus, your customers’ needs and wants may also have changed.

 

Is now the time?

This is an extraordinary time to check out the benefits of building a customer-centric marketing strategy. Great customer service is the tie that bonds future growth, and sales leads to new products and services.

Companies have already taken the time to learn from their customers what makes their product or service better than the competition. Listening to and working with customers, and by providing them solutions from your products and services, give your company that “uniqueness” to be remembered by.

“And a competitive service advantage is fact-based around unique reasons for someone to buy from you.”

For example, it’s rare for a company that can make fact based unique service statements about it –

  • “Quality service;
  • “Quality people;
  • “Low fees;
  • “Guaranteed results!.

“A unique service is one that is, without serious question or doubt, singular to your company.”

What are you waiting for? Don’t wait for the competition to read this blog.

Now, get out there and start talking with your customers. As soon as the customers experience your concern for their needs, it will lead to a better relationship and even more business collaboration.

Be patient. You may not immediately have the answer (s), but when you do, you will be in a much better place.

 

Ideas and answers for marketing and sales are found here

Join us today with just a click on the button. Have a few questions or looking for marketing or sales ideas? I can help.

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

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

ASK EVERYONE

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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ASK EVERYONE

Someone once told me to keep my copy short…

Maybe for some people who have no interest in the topic I wrote about.

I understand that. However, I am a problem solver in and out of my marketing community (direct2customers.com) and at home as well.

Make some good moves with the music

My wife and I moved to a farm area in upper central Illinois about fifteen years ago. We had enough of the big city life.

A lot of my college friends grow up on a farm. They invited me on occasions to visit their farm over a long weekend.

Farmers are good problem solvers. Farming is a business. As in any business, they need to find a solution for a problem, which usually turns up at the most inopportune time.

So, what can the farmer do? Take off the farming hat and become a creator. “What’s on hand that I can use or make to solve the problem?” And yes, they always do.

     

    Write to communicate.

    Since my lifetime experience is in marketing, advertising, and sales, I usually connect with people, who are searching for help to reach and sell to more people. Sounds simple enough, but really is very difficult.

    There are so many things that could go wrong. If your customers are people, you get what I am writing about. Some buyers purchase one day and gone tomorrow or forever.

    If that is your goal, you’ll always need to beat the bushes to survive.

    Today’s customers are better educated. During the rise of direct mail, people search for customers, bought mailing lists of buyers, printed the mail pieces, and mailed hundreds of thousands of pieces to get a pathetic return. Even a small return of buyers fueled their mailing minds to mail again, usually to the same list.

    Today, the right way is building a strategic business plan. Become a fan of a customer-centric marketing strategy. Develop better ways to understand your customers, prospective customers, competitors, and your marketplace, direct and indirect. There are more channels of communication competing with mail, but each channel, such as email, brings home a piece of the bacon.

    There is a lot of information available for success this year. There are a variety of ways to use it. Your company is unique. Therefore, your customer-centric strategy is unique to your company.

    I helped thousands of companies build successful marketing and sales. So, when I share my information with a company, I always base it on my experience. So, when you read my articles, I share as much information as possible. You don’t want to be like the direct mail companies of the past. Throwing money against the odds of failure is a no-win situation leading to disaster.

    Visit our “Build A Direct Path to Customers” today.

    Email Mdoc@direct2customers.com.

    800-251-3608

    Mike, Mdoc