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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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

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

    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

    Digiprove sealCopyright secured by Digiprove © 2021 J. Mike Deuerling
    If your call-to-action (CTA) does not inspire…

    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