Direct Mail Response Rates Mislead if You are Careless
I could tell you that the average temperature in the world is 60 degrees Fahrenheit. But that fact wouldn't keep you from getting sunstroke in Cairo.
Your Marketing - From The Couch To The Cash Register
When you put time or money into any marketing plan, your only
objective is to MAKE A SALE. Are you sure your marketing is going to
get your customer from their couch to your cash register?When somebody hears your message or sees your logo from some
medium you have created, what does the path from that first 'touch' to
your cash register look like?We call this path the yellow brick road.
Direct Mail Response Rate Boosters (12 tips and ideas)
1. Mail to a different list
Your list is the most important part of your direct mail campaign.
Your REALTORŪ Marketing Plan
The steps to creating an effective marketing plan begin with identifying who you are going to be targeting, what you are going to spend, and how many sales you are going to receive as a result of your efforts. By identifying this information in the initial stages of your market plan development, you will significantly increase your return on investment and substantially increase your sales.
Direct Mail Response Rates Low? Eliminate These Mistakes
Are your direct mail response rates lower than you expect? Check your sales letter or direct mail package against this checklist to uncover the reasons for your poor response.LIST
You are mailing to people who are never likely to buy
You are not mailing to others in the same business who influence the buying decision
Your list is out of date
Your names and addresses are not formatted correctly for proper delivery
Your list has job titles only, not namesFORMAT
You are using the wrong format for your audience (self-mailers to professionals, for example)
Your letter and brochure are not complete sales pitches in themselves
Your liftnote or buckslip confuses your offer or main selling promiseENVELOPE
Your envelope gives too much away, so your prospects throw it away unopened
Your mailing envelope looks like junk mail
Your package is addressed to "Occupant" and not to a person by nameMESSAGE
Your letter lacks a strong, customer-focussed headline
The opening line in your letter is not compelling
You spell your prospective customer's name incorrectly
Your letter lacks specifics about product size, weight, color and other vital details
You discuss product features but not customer benefits
You talk too much about your company and not enough about your reader
You do not create enough desire
Your letter lacks urgency
You do not offer a guaranteeOFFER
You are offering the same thing that your competitors are offering
Your offer is not specific
Your offer is not exclusive
Your offer is not relevant
Your offer is not valuable
Your offer is not unique
Your offer is not usefulCALL TO ACTION
You do not ask for the order
You ask for the order, but too late in your letter
You conclude by saying, "If you have any questions, don't hesitate to contact me"
You give too many ways to respond-or not enoughREPLY DEVICE
Your reply device is too cluttered
You do not tell prospects what to do to buy your product or service
Your reply device is not postage-paidTIMING
You are mailing at the wrong time of the year
Your letter is arriving on the wrong day of the week
You are mailing too often, so prospects ignore you
You are not mailing often enough, so prospects do not remember youAbout the author
Alan Sharpe is a business-to-business direct mail copywriter who helps business
owners and marketing managers generate leads, close sales and retain customers
using creative direct mail.
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"What do you do?""I'm a CPA. What do you do?""I'm a stockbroker.
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Here is an example of a business-to-business sales letter mailed to auto dealers by a firm that markets gift cards that replace paper gift certificates. Anything in brackets [like this] did not appear in the letter but simply appears to describe the mechanics of the letterAuthor: Alan Sharpe
Target audience: General managers of auto dealerships
Mailer: Sharpe AutoCards [a fictional company for the purposes of this sample letter]
Purpose: Generate appointments for salespeople[MAILING ENVELOPE]
[Is 5 x 9 inches in dimension and has a window, through which appears a portion of a gift card, personalized with the prospect's name.
Small Business Pricing: Setting A Price For Your Product / Service
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Direct Mail Response Rates Soar With Dimensional Mailers in Business-to-Business Lead Generation
The toughest job you face as a B2B direct marketer is reaching your prospect with your message. Reaching C-level executives is particularly difficult because they employ mailroom staff and executive secretaries who screen their mail, or your mail, depending on how you look at it.
No One Gives A Damn About Your Business. Unless You Give em A Reason To
The good news is that there are thousands of people looking for what you offer. The bad news is that those people are extremely tough to attract not to mention that your very livelihood depends on it.
Inform vs. Excite
excite v. 1 a: to call to activity b: to arouse to feeling 2 a: ENERGIZE b: to produce a magnetic field in 3: to increase the activity of 4: to raise to a higher energy level syn see PROVOKEA lot of marketing doesn't do the whole job.
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When you hear the word "marketing" what comes to mind? More business or wasted money? If your experience with marketing or advertising has been less than positive your cynicism may be well founded. Yet, have you ever noticed a competitor with a mediocre product and a healthy business? The difference is often marketing.
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