Direct Marketing – 5 Essential Components of Successful Direct Marketing

Direct Marketing produced $2.05 trillion in sales in 2012. That represents about 8.7% of US GDP in 2013. This implies several key points.

First, competition in direct marketing is stiff. With all those advertisement dollars being spent on direct marketing, you need to ensure your message is getting through and being heard. Second, with stiff competition, you need to craft compelling messages, not once, but repeatedly. You need to do this effectively and efficiently, if you want to do more than just tread water.

Thus, it’s important to develop a marketing strategy that optimizes your budget spend by employing direct marketing more effectively. Here are 5 essential components of successful direct marketing.

1) Deliver a Compelling Sales Message

Several elements go into creating a compelling sales message. Successful sales letters and other marketing content must be relevant, useful, and persuasive. Marketing content that works grabs your prospect’s attention, shows uniqueness, and builds trust with your prospect. Employ these three elements in all your direct marketing content.

· WIIFM – Tell your prospect exactly what’s in it for him or her.

· Unique Selling Proposition (USP) – Clearly describe why your solution is the superior one.

· Testimonials – Let your satisfied customers “sell” for you.

2) Follow-up Leads Promptly to Attract and Engage Your Prospect’s Attention

You might have a lead-generating sales letter, but if you don’t follow-up, valuable leads will slip through the cracks. Follow-up a live event with a phone call, an email, or a letter that invites the prospect to take the next step.

Offer a free demonstration of your product or service. Set up an appointment with a subject matter expert who can go into greater detail on how your company’s solution works, and why it’s better than the competition’s. Then, before the scheduled demonstration, send a white paper that explains your product in detail.

Follow-up, engage and spark your prospect’s interest in your solution.

3) Promote Your Brand

Benefits from branding give companies and edge over competitors that don’t brand. Branding helps position your product or service favorably. It also gives you pricing and distribution power. The takeaway is: never miss an opportunity to brand.

Direct marketing affords you many online and off-line media to build brand awareness. Online media: (1) Banner advertising; (2) Blogs; (3) Email; and (4) Website. Off-line media: (1) Print advertising – sales letters, postcards, brochures; (2) Press Releases; and (3) Public Relations.

4) Nurture the New Customer Relationship

Lead nurturing is just as important as lead acquisition. Most companies want to develop long-term relationships with customers. That’s because they become repeat customers. And, over time, repeat customers generate more sales and profits to your bottom line.

Outbound marketing provides many ways to build and maintain a thriving lead nurturing program. You can employ email, direct mail, social media, mobile, podcasts, seminars, phone calls, and videos.

5) Integrate and Synchronize Online and Off-line Direct Marketing

To optimize your message and direct marketing budget, success lies in finding the right mix of online and off-line methods. One method isn’t necessarily better than another. Instead, the secret sauce to successful direct marketing depends on how you weave these various methods together.

You can integrate and synchronize these methods along the sales cycle beginning with message delivery. Start with a sales letter, follow-up with a phone call or email. Refer your prospect to your website for deeper marketing content, and don’t forget to brand throughout this process.

Achieving the right marketing mix produces a “multiplier effect” that helps you close sales faster and easier. Employing different media in a consistent and coherent manner working towards the same goal optimizes your marketing efforts.

Don’t Overlook the Value of Direct Marketing

With so much attention focused on inbound marketing lately, it’s easy to overlook direct marketing’s benefits. However, as you can see, it still commands the lion’s share of sales. Therefore, it’s prudent to examine your marketing strategy’s focus and align your budget accordingly.

Before you undertake a direct marketing campaign, employ these five essential components to compete effectively and efficiently for that $2.05 trillion market.

Direct Marketing And How To Make It Profitable During Tough Economic Times

Hi, I am a direct marketing specialist that has helped hundreds of direct marketers grow their businesses. You do not know me, but after reading my views on direct marketing during an economic slowdown, I believe it can give you business an edge in taking market share from your competitors.

Today the consumer is being financially squeezed by many economic realities. Soaring gas prices a slowing economy, and job insecurities, just to highlight a few. All this is currently having a very negative impact of the consumer’s mindset for spending. Odds are your company is also feeling the consumer’s anxiety about the future. When I talk to some of the clients I do work for, they have told me that their web sales and response rates have declined, or at best are treading water. The same holds true for the traditional mailers. They are also experiencing consumer pessimism that is reflected in lower response rates.

OK, so does this mean that you have to hunker down and accept all this as the reality of the times for doing business? Absolutely not …But most direct marketers unfortunately will. The enlightened few will view it differently and become proactive, and embrace the challenges.

“Keep on doing what your doing in direct marketing and you’ll keep on getting what your getting in declining sales and profits”

Today savvy direct marketer realizes that the status quo of what worked during the good times isn’t working so well anymore. Hundreds of thousand of companies are competing on the web and via traditional direct mail for the consumer’s discretionary income. Many are destined to fail. Survival of the fittest is being played out, and the marketers who DO NOT make direct marketing refinements will become extinct.

So exactly what can you do to help guarantee that our company not only survives, but also takes market share from the competition?

To begin with you must make absolutely sure that your direct marketing efforts utilize all the responsive techniques that have prove to drive sales. Direct marketing is paying explicit attention to the details of the business, especially now. The day of “lets run it up the flag pole and see how it flies” is long gone. Today it is making positively sure that you have the three basic RIGHTS of direct response in place, or your company is destined to fail.

The three basic RIGHTS that must be in place are:

RIGHT #1: You must have the right copy that talks to the customer NOT at them. It must emotionally engage them and give them compelling benefits of your products and how it will help THEM. Does your copy utilize “YOU” or “YOUR” as much as is feasible? Does each product have a benefit headline? Do you utilize words (under seven letters is best) that the customer will actually understand? Do you answer all the questions in the customer’s mind that could be a potential roadblock to a sale? It’s your job to remove all the roadblocks that would deter a response.

RIGHT #2: The right creative, teamed with the right colors and graphics are essential to getting a response. Does your creative and graphics actually help to sell the product, or do they detract from it? Do the photos you use reflect you’re demographic, and do they add to the enhancement of the copy in obtaining a response? Do the colors you use on your site, or in your mail pieces turn on response emotions or do they turn them off? Certain colors evoke specific feelings; this should not be left to chance. The type you use, and how it is displayed directly affects sales. Type that is NOT black, or that is reversing out of a background has statistically proven in tests to be harder to read, and slower to comprehend which is a roadblock to a sale. Are you using Sans Serif type in your electronic marketing? It is easier to read on a computer screen. The last thing you want is for a potential customer to click away because they can’t read your type or it is to small in point size.

RIGHT#3: The right product with the right prices is vital. Customers are like a peregrine falcons. They scan multiple sites and catalogs to find the right product that is priced right, with the right shipping charge, and right guarantee. 30% (or more!) of the customers on your file are on your competitors files. Products priced right? Do you offer two for pricing? If you have exclusive proprietary products do you note it? Do you offer incentives for large orders, for example like free shipping, a free gift, or bonus coupons for future orders? Do you use testimonials about your products or company to melt away the customer’s cynicism?

If you get all three of the RIGHTS listed above right your chances of getting the response is almost guaranteed. If you miss just one of the RIGHTS it can be a no sale and your clicked away, or your mail piece is resigned to the circular file.

Hey I do not have all the answers, but I have been totally involved in the direct marketing for over three decades. I have helped hundreds of direct marketers grow their businesses and profits. I know how to write responsive copy that moves people, and in turn moves sales. I know how to make sure all the RIGHTS are in place, so as to help guarantee a response. I know what is needed creatively from a direct marketing standpoint to move a customer to take action and respond.
Questions for YOU?

Are your sales at this time where you want them to be? Are you happy with your direct response results? Are you 100% sure your have done everything to employ proven direct marketing principles to grow your business and assure it’s future?

If you cannot definitely say “YES” to these questions, they maybe we should have a chat.

Direct Marketing: The Business of the 21st Century

Direct marketing is truly the preferred business of the 21st century. Why? We are quickly discovering that we cannot rely on the standard of working for someone else, so it only makes sense that we would look to other resources to change our life. I am going to share with you more about direct marketing, how it works, and why people are turning to it for their livelihood.

What is it?

So, what is direct marketing? This type of marketing is no doubt different from what you are used to. The reality is that direct sales are what make a difference in the lives of others, from the perspective that you can sell to folks directly. People love being served and they like knowing that if there is a challenge with something they have purchased, that they can come to you directly for help.

Direct marketing is simply marketing something directly to an individual, and in some cases it can be a business. It doesn’t matter what the product is as long as it’s something that is needed by whomever you are marketing to. Over the years, this has been referred to as network marketing and even MLM, or multi-level marketing, which receives criticism from many people due to how it works, and how folks get paid.

The reality is that there isn’t anything wrong with direct marketing, and the truth is that if you are marketing a real, viable product that people need, then you have a business. Those who are encouraging you to recruit others without a product or service of value, are involved in pyramid schemes and should be avoided.

How it Works

Now that you know more about what direct marketing is, how does it really work? This type of marketing is actually rather simple, in that it includes a personal decision to sign up, get training for the product and service you are providing, make sales and also recruit other people to do the same. The more sales you make and the more people you recruit, the more you will get paid.

Direct marketing means that you yourself are marketing to the public. This can be done by traditional methods such as advertisement via radio, newspaper, or television. In these current times these advertising strategies are known as offline methods. Now that we are in the 21st century, marketing is changing, meaning that most of it is now online. This not only makes it easier to market to those you already know and have as customers, but you are also going to be able to market to those you don’t know more effectively by using the internet.

Imagine that now you have all of the opportunity in the world before you, and you don’t do anything with it. Shame on you, because this is why most folks who get involved in direct marketing DON’T make any money. Because you can now use the internet to make yourself known, you will be able to market to billions of people versus only a handful.

What’s Next?

Now that you know how you can make direct marketing work for you, are you ready to get involved? You can make good money in direct marketing, and it’s very satisfying.

Now that you know what direct marketing is and how to make it work effectively, you can get involved. It gives you the opportunity to earn money which is proportional to your efforts and build a rewarding and profitable business.