Direct marketing has hundreds of tactics to reach your customers…

Direct marketing has hundreds of tactics to reach your customers…

Direct Marketing Has Hundreds of Tactics to Reach Your Customers

More and more companies, big and small, are searching for direct marketing ideas. *

 

The efficiencies of direct marketing led to a long success for many small business marketing firms and importantly, how to make them work for your small business today. Today I read a report that larger companies are eyeing ways to use it as well.

In small businesses today, B2B, healthcare practitioners, start-up companies, and retailers, advertising to the masses is possible but not likely effective. In fact, small business advertising was and still is harder for a small business to function properly and to sustain growth, but even worse in the pandemic.

There is a lot of noise created by the thousands of mid to large companies trying to get the attention of any person and convince them to buy their products. There is no room for a small business to even think of trying.

Did you ever travel with your favorite sports team to an away game? I bet the noise was deafening whenever the home team had the ball, were at bat or handling the puck.

That is a metaphor for the present state of small business advertising today. For your message read or heard by a customer or prospect, you must shout louder than the home team. Here, a small business can never match the advertising dollars of the much larger companies or worse yet, maybe their competition.

Direct marketing techniques are more than a single communication channel.

Direct Marketing is a good defense communication channel when using direct mail. Direct Mail is an important channel of direct marketing, and many of the small businesses that use it will agree. Even the postal service offers programs, such as Informed Delivery and Every Door Direct Mail (EDDM) is affordable for the many small business’s market.

“Direct marketing means delivering an opportunity to buy directly to a single customer through any channel that the customer may use or prefer.”

Or what we call, direct 2 customers.

No mid to large corporation would ever use direct marketing in their advertising based on the definition above. But there are looking. Yet, a small business can and should use direct marketing in all their advertising to customers.

Specifically, direct marketing has a variety of tactics to reach customers. A marketing message can gather the reader’s attention with captivating copy, an impactful design, and crafting an offer that is hard for anyone to refuse. Using a website landing page will keep the communication moving to a sale.

If you like that idea, let us look at another strategy when combined with direct marketing to speed up company growth.

Today's small business marketing environment is ideal for using direct marketing.

First, advertising is a tactic of marketing. Everything marketing starts and ends with your customers. You need to listen to them and respond to them. Customers will share their thoughts about your products.

If you believe that this is the “age of the customer,” then it is the perfect time for you to behave like a customer you would love to have as a customer. Ask your customers daily.

As a marketer, the purest, most simple goal you should have is to get a potential customer to receive your marketing message, read the message and make a purchase. Direct marketing’s developed PROVEN strategies and tactical tools for helping customers to respond to your message. Check out the graphic on our web page today.

In summary,

Knowing what type of marketing works well today is not a guarantee for tomorrow. However, when you stay true to your commitment on gaining a better understanding of your customer’s needs and wants, you will always know when a change is in the wind and figure out how to react to it.

*Direct Marketing Solutions Market 2020 Size, Share, Forecast to 2026: MRM//McCann, Acxiom, Leo Burnett, Epsilon, SourceLink, Merkle, Harte-Hanks Direct, Rapp, Wunderman

The market study also includes the detailed data regarding the performance of all the market leaders. For more information, https://www.orbismarketreports.com/sample-request/163321?utm_source=Maia

 

 

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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 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 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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Direct marketing has hundreds of tactics to reach your customers…

The Art of Copywriting

The Art of Copywriting

When you write marketing copy, do you get tense?

The Skill of Copy

In the game of baseball, I asked a newcomer, “How fast can you make it from first to third on a single?”

If you write the marketing copy in the present tense, then you are likely to get a better response. By that I mean your direct-marketing copy will fall short of the mark you aimed at by making far off, distant promises.

For example –

  • Our product will make your cookies taste sweeter.
  • Our concept will make you sell more.
  • Our program will make you move up the corporate ladder.

When you use the present tense, you keep the promise and the payoff close to the reader – right here, right now, and get it today!

My colleagues in direct marketing always look for words that work for dollars. The present tense offers the reader immediate satisfaction now and not in the future.

Look at the simple corrections made to the three previous sentences.

  • Our product makes your cookies sweeter.
  • Our concept makes you richer.
  • Our program makes you reach that promotion.

Tomorrow always seems to be here before you know it. The present tense has the most direct marketing potential for record-breaking sales because it is here today, ready to sell and to deliver on every promise.

Remember, direct marketing copy pulls the reader in and makes an offer to get the sale now.

Getting Close to Home

I hope you made sense out of my little play upon the word tense. Because the alternative might be a double play! That is the skill of attraction.

I know some marketers say having many people on the fence waiting to buy would call that a success. That is not the right way of using direct marketing. Why wait when you can have the present tense working for you every day?

Another change of writing helps if you know how to go from first to third.

If you like posting testimonials supporting your product, go from the first person to the third person.

Writing in the first-person narrative means copy from the “I” point of view. For example, “I use product X every day and never miss another appointment.”

Writing in the first person is more personal sounding, but if nobody knows the person making that statement, it is boring.

Let us look at writing as the third person. This form of writing stems from the well-informed point of view.

For example,

“My name is John Smith, President of XYZ Company, and 99.5% who have purchased Product X, make more in sales than all the other products combined.”

The third person is more authoritative by mentioning the person by name, his or her position and further, by building a clearer brand image for company X.

When writing marketing copy, such as a testimonial, test it on other people, some you know, to see if the copy meets your objectives.

It is always helpful to remember. Direct to customers!

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 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
Direct marketing has hundreds of tactics to reach your customers…

Another way to use a call-to-action (CTA)

Another Way to Use A Call-to-Action (CTA)

What other words inspire action?

I Love 2 Inspire

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

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 is not 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,

A bit of motivation

Is 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.

At all times learning

L

Inspiration

My first boss taught me how to make dough. 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 go 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. 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.

Summary

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

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

Learn By Joining DIRECT-2-CUSTOMERS

Please consider joining us today.

Mdoc@direct2customers,com

You'll Learn By Reading

In the past twenty years, are collection of articles, reports, and white papers were published consistently. Now, we are adding all our publications to our Library of Marketing. Ask to select one or two today.

We'll share our learning by doing ideas and experience

When we send an article or two with you, do not hesitate to contact us. I have a lot of information to share and look forward to the opportunity.to help you take that next step, and it’s usually free. 

MORE READING

Not Every Direct Marketing Strategy Will Suit Every business

Not Every Direct Marketing Strategy Will Suit Every business

View marketing as a science. Whatever product or service you offer your audience, everyone is different. The larger the audience, you must adjust your data collection and analysis. You will need to adjust or add new segments and customer profiles on a schedule. Change comes and goes differently within your audience. You are always reading and always doing.

Direct marketing has hundreds of tactics to reach your customers…

Direct marketing has hundreds of tactics to reach your customers…

 The efficiencies of direct marketing led to a long success for many small business marketing firms and importantly, how to make them work for your small business today. Today I read a report that larger companies are eyeing ways to use it as well.In small businesses...

   Please share with others – except your competition!

   Sharing time with you is genuinely appreciated. Please 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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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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