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