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

Digiprove sealCopyright secured by Digiprove © 2022 J. Mike Deuerling
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

Digiprove sealCopyright secured by Digiprove © 2022 J. Mike Deuerling
Does Marketing and Advertising Activity Create An “OPPORTUNITY” for Your Customers?

Proven ways to increase customers and take your small business to the next level

I created question-and-answered marketing modules that are closely connected to accomplish overall goals for your company and customers.

I ask many questions. Share examples. Ideas are shared. It is a conversation. We both learn and understand about each other.
What is in it for you? A FREE E-book? Better business? Organization? Leadership? Success?You need to answer as many questions as possible. Why? My goal is to help you.

As I see how your questions are answered, I can provide content to you which can lead to solving a problem or two...

that are beneficial for you, so we can get you the best free content and the advice you need to succeed.

 

 

Plus, when you JOIN our community today...The first 10 companies that join, receive a FREE copy of my 6th edition Custom-Made Marketing E-book. (Expires last day of spring.)

Ready for a challenge?

How about building a Grade A marketing and/or selling model?

In the following four panels below are eighteen brief questions and twelve questions that will need a paragraph or two of your answers from each question. The more company info you can add to any of the questions is entirely up to you, but highly recommended. When we meet and discuss the questions, we both will pass on other information back and forward. This has always been one of the major successes of helping companies like yours.

The questions are also on a landing page.

OK, start building your list

and don’t forget to

send it to me via email.

You are on the clock!

  1. Define your product or service. Corporate marketing mission statement. Company goals.
  2. Did you use marketing research and analysis of your marketplace?
  3. What is the how and why customers buy?
  4. Do you have customer segments based on their buying habits?
  5. Your development of strategies, planning and advertising programs to profitability meets the needs of different segments.
01

What do you know and wish to

know about your marketplace?

  • Why do customers come to you and not competitors?
  • What common characteristics do they have?
  • List the benefits of importance to your customers.
  • Examine the marketplace’s wants and needs. What is a fit? Not a fit?
  • Examine your own strengths and compare these to your customer needs and wants.
  • Analyze the strengths of various competitors?
  • Do you try to be on the ground-breaking of industry trends consistently?
02

List advertising tools and tactics that you use.

If so, send samples. Such as;

  • Sales letters.
  • Sales visits.
  • Qualifying prospects.
  • Sales presentation.
  • Handling objections.
  • Closing the sale.
  • Follow up scripts to close a sale.
  • Customer databases or CRM.
03

What channels of distribution are you

using for marketing, advertising, and sales?

  1. Email.                     7. Brochures.
  2. Post cards.             8.Newsletters.
  3. Landing pages.      9. Blog
  4. Website.                 10.Digital.
  5. Social media.
  6. Posts.

Marketing and Sales Innovation

Small Businesses Served

Marketing and Sales Solution Providers Created

Years Of Experience

Custom-Made Marketing E-book

All the requested information above is from our Custom-Made Marketing E-book. It is a program I started building shortly after I started writing my small business and marketing plan in the Mid-eighties.

The book has a unique set of questions and facts for equipping your marketing tools to help you build a better business. I call it a custom company marketing and sales plan. All is based on your vision, teamwork, and your best customer experience. We’ll provide the fuel.

I created a tour of the E-book, so you can learn more about each module, and how Kristen, a small business marketing manager, got on board to help her boss get more business. Just follow the purple arrows on the left of the page, pointing downward after clicking on this page link.

The slide presentation reads like a walk-through on how to increase your efficiency of marketing, advertising, and selling using the first Module, A Situation Analysis, with thought-provoking questions, to get a better understanding of a company like yours in marketing, selling and other business operations. Check out the E-book table of contents on the second slide in the presentation.

Here’s An

Exceptional Special

The slide presentation is a conversation between Kristen, an agitated marketer, and the MarketingDoc, the author of the E-book, who will help her get answers from the questions in the “Custom-Made Marketing and Sales” E-book, A Situation Analysis.

Kristen’s goal is trying to find the right combination of promotions and advertising tools to increase audience response and creating more sales. In this back and forward learning experience we both understand more about the company and management team and ideas generated and discussed. These are questions that make people think while using examples and thought-provoking ideas from both sides.

There are 18 modules, and 75 pages in our E-book. I invite you to read each slide in the presentation. Each slide is less than 30 seconds reading time.

Module number one, Your Situation Analysis, is available in a free download in the slide presentation. I will give a FREE question and answer session of the Situation Analysis module with recommendations to improve your marketing and sales. Plus, I’ll toss in a free copy of Custom-Made Marketing E-book, a $79.00 value, upon completion of the module.

EXPIRES ON THE LAST DAY OF SPRING!

Here’s how to enter our free e-book, Custom-Made Marketing drawing.

Send your name, email, with “Module One Drawing” to Mdoc@direct2customers.com. If you are in the top 10, we will send you an email if successful.

If you are successful, here’s what happens.

I’ll interview the 10 companies to complete Module One.

This is a FREE question-and-answered session of the Situation Analysis module.

Once the Situation Analysis are completed and you were in the requested top ten, we’ll send you a copy of my E-book, Custom-Made Marketing.

MarketingDoc

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 © 2022 J. Mike Deuerling
Why Use Four Simple Steps to Sharpen Your Proofing Skills?

Why Use Four Simple Steps to Sharpen Your Proofing Skills?

Why Use Four Simple Steps to Sharpen Your Proofing Skills? 

Hoping to keep your excellent reputation intact? 

Or do you need to focus on limiting copy mistakes?

Let’s take the latter but keep on reading what happened to me.

Your attention is to produce, print on paper, add in digital, and publish absolute perfection. You have assembled a thought-provoking newsletter, a sales letter, a clever infographic, or a great-looking white paper for content marketing at a trade show within the next month.

You have read it through a dozen times—just to be sure of your accuracy. And everyone in the office has read it at least once. So, you know it must be right.

But when your 5,000 copies come back from the printer, and you pull out your first piece from the carton, there it is. The headline at the top—the one you were so proud of: “HERE’S YOU FINAL CHANCE TO GET OUR NEW PRODUCT WITH FREE INSTALLATION!”

How could you have missed it? Just one letter, “R.” But it makes all the difference between ridicule and respect.

Mistakes, no matter how small, can crumple your reputation. 

Whenever you put anything in print or digital, your reputation is on the line. Not just errors involving pricing and numbers, but mistakes anywhere in your document or website can have a negative effect on your bottom line—and your success.

“I used a spellchecker,” you say. “So, I know it’s got to be perfect!” But, oh how wrong you are.

Sure, a spellchecker catches blatant spelling errors. But what about the time you typed form when you meant from? Or (as noted in our headline example) when you typed you when you meant your? The instead of they? Ofinstead of off?

So, start sharpening your proofreading skill-set. Your computer just does not know what your fingers forgot. It does not know that you have typed the date of your next fundraising banquet as happening in Mar when you meant to type May.

And if you forgot to include the actual date or time of the event, or that all important phone number, your computer may not remind you. Phone numbers, dates, times—no matter how plentiful your computer memory has, it just cannot comprehend these kinds of misprints.

When you keep these four simple proofreading guidelines in mind, you are on your way to producing perfect documents—every time.

Here are four simple steps to refine your proofreading. 

  1. Give up your ego. NEVER assume you have caught everything. You have not. You are too close to it. And everyone makes mistakes. Be willing to admit there may be blunders in your final draft, or printer’s proof. Take criticism with grace. Realize that others’ comments, even if you disagree, will contribute valuable feedback that will eventually improve the overall quality of your work and save you embarrassment and the cost of re-printing.
  2. Image is everything. In the end, when you put forth your best possible professional image, you will instill greater confidence in anyone who reads what you have written. The better the impression you make, the more you will appear to your audience, and the more success you will garner from your endeavor.
  3. Do it just one more time! Double proof, triple proof, proof again… and proof one last time. Besides someone who collaborates with you, always try to have someone else proofread for you—someone has never read your document before and preferably someone who knows nothing about it. The idea is to get someone who can look at what you have written with a fresh, objective eye.
  4. Finally, neatness counts! As you proofread, you need to communicate the errors, omissions, and problems you discover. Use a good, thin, red pen or a sharp red pencil. Do not use a regular pencil or a blue or black pen. They are extremely difficult to see and read.

Be as utterly neat as you can. Use sticky notes if they make things easier to follow. Be thoroughly clear and concise with any comments or queries.

Summary 

Learn the standard Proofreaders’ Marks at Grammarly or do your own search. Mark changes in the margins and the text, so that the typist’s eyes are ready to capture mistakes.

“Together, Innovation, Motivation and Collaboration is the Now.”

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

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…

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.  

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

Proven ways to increase customers and take your small business to the next level

I created a tour of the E-book, so you can learn more about each module, and how Kristen, a small business marketing manager, got on board to help her boss get more business. Just follow the purple arrows on the left of the page, pointing downward after clicking on this page link.
The slide presentation reads like a walk-through on how to increase your efficiency of marketing, advertising, and selling using the first Module, A Situation Analysis, with thought-provoking questions, to get a better understanding of a company like yours in marketing, selling and other business operations. Check out the E-book table of contents on the second slide in the presentation.

Why Use Four Simple Steps to Sharpen Your Proofing Skills?

Why Use Four Simple Steps to Sharpen Your Proofing Skills?

“I used a spellchecker,” you say. “So, I know it’s got to be perfect!” But, oh how wrong you are.
Sure, a spellchecker catches blatant spelling errors. But what about the time you typed form when you meant from? Or (as noted in our headline example) when you typed you when you meant your? The instead of they? Of instead of off?

Part Two-If you are serious about marketing and sales, that will increase revenue…

Part Two-If you are serious about marketing and sales, that will increase revenue…

When selecting your advertising tactics, it’s important to keep your message consistent. A communication may take a considerable number of “direct hits” to get your prospects to act. So, if you leave the marketing and advertising channels too quickly, you’re taking an enormous risk that a contact will remove your company from their memory. Be patient.

How To Tune-up Your Most Important Marketing Tools…

How To Tune-up Your Most Important Marketing Tools…

I was always intrigued by the dislike between the two departments. Marketing is everything management can do to increase income using attention and attraction for salespeople to sell more goods and services.
For example, advertising is a tactical tool of marketing to announce products and services are available for sale. The sales team works with advertising promotions to gather interest and sell goods and services.
Sales is a tactical tool under the umbrella of marketing.

How To Tune-up Your Most Important Marketing Tools…

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.

Follow Along

Learn by reading, Learn by doing.

Based on years of expeience, these are the best tools to solve problems in marketing, advertising and sales.

Free Content

Join our community and forum and together we’ll provide you marketing content to help your problem solving and a solution provider.

Premium Courses

Our latest edition of our E-book, Custom-Made Marketing has 75 pages and 18 modules to build a powerhouse of marketing and sales.

Ready to get started?

Get in touch, or create an account

Digiprove sealCopyright secured by Digiprove © 2022 J. Mike Deuerling
Part Two-If you are serious about marketing and sales, that will increase revenue…

Part Two-If you are serious about marketing and sales, that will increase revenue…

PART TWO

Part Two Final

SO, WHAT IS A MARKETING TACTIC?

A marketing manager uses the best strategies to accomplish the goals through planning as created by the management team and consultants. There are many tactical tools to select with a variety of channels to meet the goals set forth by management as it pertains to selling product and services.

“There are many direct marketing strategies for consideration now days, but none are one for all. So, before you wrap your hands around a direct marketing strategy, first do your homework. Follow along in this typical scenario that will make your selected direct marketing strategies work for you as you expect.”

First, remember that advertising is a tactic of marketing. Everything marketing starts and ends with your customers. You need to understand what all your contacts, customers and prospects need, examine the analytical data, and respond to them in their preferred communication channel. Customers will share their thoughts about the products you offer, but you should start the contact to gather more results. Good tactics, a suitable response, equals better marketing results.

Your tactics become more effective when you use relevant copywriting based on collected data. Increase in the frequency of messages. Always use what you learned about customers from the last advertisement they received.

I look at an advertising tactic as a tool. Here’s what is a must in your toolbox.

  1. A tool using direct mail as a channel.
  2. A great headline.
  3. A post in social media. An instructive way to do something with your product or service.
  4. A digital marketing channel, such as a how-to video, can capture more eyes.

Using two channels, such as email, especially in concert with direct mail, will increase response. Use a content marketing tactic in a webinar, trade shows or a post on social media, such as LinkedIn.

Just like a fork in the road, there are many paths to arrive at one designation. Which is the best road? Sharing information and keep tabs on what tactics a customer responds to is a great signal you’re on the right path.

When selecting your advertising tactics, it’s important to keep your message consistent. A communication may take a considerable number of “direct hits” to get your prospects to act. So, if you leave the marketing and advertising channels too quickly, you’re taking an enormous risk that a contact will remove your company from their memory. Be patient.

What was just described is rather simplistic. However, since there are many steps to take with your marketing planning efforts, it’s never a good idea to skip a step or two until you know why.

There’s the problem.

People skip a response. Getting the right marketing and advertising in place is a lot of work, but if you expect excellent results, it’s worth the time.

Tip: Anyone managing a marketing campaign eventually starts second guessing their choices, which are expected. Unfortunately, if no one recognizes the problem, that will lead to poor responses.

Have patience with the “direct hits” to get your contacts to act. If you leave the scene too quickly, they removed your company from their memory. For example, a display pop-up may have to be seen 25 times before a contact reacts. And, other tactics, must support it such as email or direct mail. Multi-channel communication is a must for many businesses to get expected results.

Your contacts can miss a few issues of your email or the web landing page selection on your website. If you decide to change your advertising, any contacts who return to the landing page may easily pass right over the new content.

You must program people for familiarity. Therefore, your logo, tagline, positioning, brand, and so forth, is critical for success. That’s why it belongs in your creative marketing strategy.

So, commit to keeping your message consistent, set up a frequency and give it time.

  1. Fine-tune your marketing based on customer suggestions or data analytics.
  2. It may take time, depending on the product or service, to see measurable results.
  3. Remember, it takes a multi-channel approach to reach a target market.
  4. Contacts need to be reminded by you and be there when they are ready to make a purchase.

 

Action Plan & Timeline

A very specific calendar of tactical placement is important. Always remember, you may know where you are, but you may not know how you got there. Examine each tactic for success. Such as the number of inquiries when they occurred, why they occurred, and how they occurred.

Then evaluate each tactic based on cost, marketing channel, and message effectiveness. Finally, was the successful tactic seasonal? Did more calls occur at a time of the year from a specific tactic or medium source? Analyze. Analyze. Analyze. A little fine-tuning can make the difference between overall success and failure.

 Summary

What are buyers looking for?

  • Best price (value).
  • Buying is simpler.
  • Branding.
  • Available, searchable, accurate information.
  • Experience.
  • Great communication.

Thanks for reading and please share with others – except for your competition! I truly appreciated it.

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 © 2022 J. Mike Deuerling