| Consistent MarketingEven in this age of
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| | "why." The reason this home is a higher
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| electronic commerce, direct marketing is
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| | price is because......"
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| the only advertising medium, which
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| | The reason we can sell this home at such
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| continues to outpace both print and
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| | a low price is because .......Another
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| broadcast in sales. That's because it
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| | technique that builds trust is
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| still works!However, very few companies
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| | information. People are curious by
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| know how to use direct mail
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| | nature. So give them an information
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| effectively.According to Murray Raphel,
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| | booklet, packet, report or book on the
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| author of "Up The Loyalty Ladder,"
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| | solution to the problem your prospects
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| "Dollar-for-dollar, nothing provides a
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| | have in selecting a your
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| better return on investment than direct
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| | service.Motivating people to act is
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| mail and it doesn't matter what
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| | rooted in the rapport you build with
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| product or service you sell."Think about
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| | customers and prospects. When people
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| it. A personal letter is the most
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| | feel "you're just like me," they tend to
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| powerful tool you can employ to easily
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| | listen more attentively to what you're
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| build a one-on-one relationship with
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| | saying and begin to trust you. Use these
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| every one of your customers, on a
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| | skills of using "because," information
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| continuous basis, day after day, year
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| | and trust and you'll begin to motivate
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| after year. With the advent of
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| | your customers and prospects to act and
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| technology, this task has become easier
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| | buy more, more often.2.
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| than ever.What makes direct marketing the
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| | ReferralsReferrals are the fastest,
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| new standard bearer in creating
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| | easiest way to double your business. Get
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| successful advertising results
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| | all your current clients top refer one
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| today?Direct marketing is the most
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| | person to you.Sound impossible? Are you
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| predictable and consistent way to
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| | getting any referrals now?It won't happen
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| generate more customers, yet most
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| | by itself. Why are referrals so
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| businesses are so busy trying to get new
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| | important?a. They cost less to acquire.b.
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| customers, they neglect the goldmine
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| | They are much less resistant to price.
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| right under
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| | They trust you.c. They are more likely to
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| their noses; their present
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| | refer others, since they were referred
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| customers.Your Mailing List Accounts for
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| | by someone else.d. They are less likely
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| 60% of your campaign's success!Would you
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| | to complain and are easier to
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| sell refrigerators to Eskimos in Alaska?
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| | please.Here's how to make referrals
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|
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| | happen.When a client calls to say what a
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| As a retailer or service company you
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| | wonderful job you did, thank them and
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| need to consider who your ideal customer
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| | ask for a referral. It's easy and you'll
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| is, then find a way to target your
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| | get results.You can't be haphazard about
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| message directly to them.On of the
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| | it. You need a referral program firmly
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| advantages of direct marketing is that
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| | in place.A referral program letter tells
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| you can accurately target your ideal
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| | you clients how they benefit from giving
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| customer down to the minute
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| | you a referral. Your client will receive
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| details.**There are several types of
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| | cash, a tax deductible donation, a free
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| lists available.**1. RESIDENT / OCCUPANT
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| | dinner for two at a nice restaurant or
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| LISTSThe basic "address only" list of
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| | any offer you like.Simple word of mouth
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| every resident in a neighborhood, titled
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| | techniques do not work as well. Think of
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| only with the words "Resident" or
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| | it this way. You are doing your clients a
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| "Occupant." This list is usually sold
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| | favor by giving them good service and
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| for entire zip code areas but you can
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| | quality at a fair price. You cannot
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| purchase selected carrier routes*
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| | believe how many rip-off artists there
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| neighborhoods) within a zip. There are no
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| | are out there charging high
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| names on this list and no age, income or
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| | commissions, making exorbitant promises
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| other demographic information.It can be
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| | and misrepresenting their companies.
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| selected by zip, carrier route, county
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| | Your clients should feel lucky they have
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| and homes vs. apartment dwellers, urban
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| | you as their service
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| vs. rural.*Carrier route -The mail route
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| | representative.Therefore, it's obvious
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| that the Postal Carrier takes to deliver
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| | they would want to tell their friends and
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| the mail. This is usually a neighborhood
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| | relatives about you.How much should you
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| of 400 - 500 homes or businesses.2.
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| | offer as a reward? Figure what the
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| CONSUMER LISTSEvery resident in the U.S.
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| | lifetime value of a client is. How many
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| by name. This list also contains
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| | homes will your average client buy during
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| inferred or exact age, average income,
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| | their lifetime? What is their value to
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| length of residence, phone numbers and
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| | you in commissions? What are you willing
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| dwelling type. This information is
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| | to spend to get a new
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| obtained
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| | client that will generate thousands of
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| by the census. Selections include zip,
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| | dollars in commissions?3. Newsletters /
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| carrier route, county, homes and
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| | EzinesI know a real estate agent who went
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| apartments, urban or rural.3. LIFESTYLE
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| | from an affiliate in a large real estate
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| LISTSThese are consumer lists that have
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| | firm to the principal of his own firm
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| been enhanced with information supplied
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| | with 6 of his own associates, in just a
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| by consumers (from questionnaires). These
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| | few years. And the vehicle he uses to
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| lists form a universe of people who are
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| | keep his name out in front of people is
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| most likely to WANT your product
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| | a newsletter. Every month he mails a
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| or service. Selections include pet
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| | newsletter to all the people
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| owners, PC owners, credit card holders,
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| | who have bought homes from him,
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| mail order buyers, book readers, gourmet
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| | prospects and suspects. His list is
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| food buyers, investors and over 110
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| | small, just a few hundred names, but his
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| more.4. LIFE CYCLE LISTSIf you cater to
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| | newsletter is packed with information.To
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| specific groups of consumers, consider
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| | be successful with newsletters you must
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| these types of lists.Families with
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| | incorporate 3 essential elements.1.
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| children from expecting parents through
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| | News: Obviously. New Employees,
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| college age students, newborns,
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| | associates, home buyers. Do you have a
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| teenagers,
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| | new way to finance for people with less
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| seniors. Age and income selects can be
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| | than great credit? What's the economy
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| overlaid with these selections to fine
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| | like and how does that affect
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| tune your market.How to get your direct
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| | the industry. Get ideas from your trade
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| mail envelope opened and read!First, make
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| | journals, outline them and write it in
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| sure your mail is getting delivered.
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| | your own words. (What do you think, I'm
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| There are two types of direct mail rates.
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| | making all this stuff up myself?!)2.
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| First
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| | Selling: 10% - 20% of your newsletter
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| Class and Standard. Standard is what
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| | should be sales oriented. Show some of
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| they used to call "bulk rate."In order to
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| | the homes you've sold recently. Include
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| get a larger percentage of your mail
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| | a testimonial from a satisfied client.
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| delivered, send your mailings out first
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| | Show graphs and statistics how using an
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| class and
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| | agent can actually save people money,
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| use a real "live" stamp.Direct mail is
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| | rather than cost them money (value vs.
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| the personal medium so you want your
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| | price). Show some homes you're currently
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| mailings to look as personal as possible.
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| | listing and ask for referrals.3.
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| Make your outer envelope look business
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| | Articles of Interest (including humor):
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| like.Don't put your company name or logo
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| | Say your market is homeowners. What are
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| on the return address, just the address,
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| | some other topics beside real estate
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| city, state and zip. Use a live first
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| | which interest them? If you deal with a
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| class stamp. And watch your results
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| | lot of families you might
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| blossom.How to Motivate Prospects &
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| | want to include an article with hints
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| Customers To ACT! One of the biggest
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| | and tips on raising children, going back
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| mistakes salespeople make is not asking
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| | to school, safety or decorating
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| for the order. The assumption is, "I'll
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| | ideas.Identify your niche market and
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| present all the facts and then just leave
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| | include cartoons, articles, tips and
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| it up to the customer or prospect to
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| | hints of general interest.
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| decide."
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| | If you're marketing online, and you
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| Learn from the mail order masters. Make
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| | should be, these are the types of
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| it easy for your prospects and clients to
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| | articles that people pass on to friends,
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| say yes. Give them several optional ways
| |
| | relatives and acquaintances and it's a
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| to contact you. Phone, fax, e-mail,
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| | way to get your name spread around faster
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| catalogs, website,
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| | than butter on toast.Allan J. Katz is The
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| toll free numbers, creative financing.
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| | Loyalty Coach who assists retailers and
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| Then ask for the order by giving them an
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| | service companies by easily attracting
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| option. Cash or,terms. Assume they are
| |
| | new customers and keeping them loyal
|
| going to buy. It should just be a matter
| |
| | using the hundreds of proven techniques
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| of "how."There are three reasons a
| |
| | he has personally perfected over 20 years
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| prospect will not buy from you.
| |
| | as a direct marketing consultant and
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| 1. They truly cannot afford it.2. They
| |
| | copywriter.Visit his web site at for
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| really do not need what you're selling.3.
| |
| | additional marketing articles and
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| They don't believe you.If you want
| |
| | resources for retailers and service
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| people to buy from you they have to trust
| |
| | companies.At the website, subscribe to
|
| you. Trust that you'll do what you say
| |
| | the popular ezine, "Remarkable Marketing
|
| you're going to do, when you said you're
| |
| | Results and visit to discover 6
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| going to do it. One of the ways to
| |
| | more ways to insure your success.
|
| build this trust is to tell the customer
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| |
|
