Keys to Successful Marketing
March 31st, 2007
RE: Buying direct mail leads from the internet for marketing.
In general, leads rom list companies can be used for very broad mailings, but keep in mind that we are usually looking for very small niche situations in our business. You will also need the right mailing pieces, timing, and consistency to make such broad direct mailings work. Don’t expect much in the first 2-3 mailings to the same client.
The factors to successful broad based marketing are:
- 1. Use a great looking and well written marketing piece. Post cards are my favorites as the first 1 to 2 mailings. They always get opened…get it?
- 2. Use full color and go larger dimensions if in doubt. It will get more attention. Search for a great printer, mine is probably the cheapest and full service in the country. I get full color printing for a fraction of the price. Shop around.
- 3. Make the piece about the client, not YOU. Nobody cares about your company! They care about what you can do for them in the message.
- 4. Repeat, repeat, repeat. With small changes in copy. On average in marketing, it takes 3 impression to be seen. This work in television, radio, direct mail, or most any other marketing. The viewer must "see" you ad 3 ties, not just receive it 3 times.
- 5. Ask for action. Call the reader or listener to action. For example, ask them to call for a free recorded message, or get a free "thing" form you web site. And always capture the responders phone number or email before they get your "thing". Never give is up without getting the contact information first.
- 6. Follow up with your leads multiple times. Of course if you don’t know who is responding, you can’t follow up. (see item#5).
- Most of my deals comes after the second through fourth follow up contact. So if I never make a second to fourth contact, I would never get a deal. This is essential. Drive the nail all the way through once you get a lead.
Good luck…
TJ Marrs
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