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