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Will You Add? - Two-Step Direct Marketing Will Instantly Increase Your Response
You've found the perfect candidate for that job opening. This person is great: a personality that will fit in with your other employees, the technical skills you need, and they've even worked at a couple of your competitors. Or not.I'm a huge proponent of background checks. However, I'm going to focus on just one aspect of a background check for this article: employment history. Why is this so important? Because, in my experience, you tend to believe the written word. In this case, that's often the employment application. Ju
Rule 3 - Convenient Contact
Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (your address, your telephone number.)
Rule 4 - Follow Up for the Sale
Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending on multiple follow up contacts to close sales and render a profitable campaign.
Rule 5 - Test Your Ads and Track the Results
It's important to track the results from each ad you run. The pulling power of one ad will fre
When I do Consulting I often recommend that the Company should offer to pay their Managers and Employees Extra Money for doing Extra Work or Extra Money for getting the Work done in Record Time. Quite often they balk at this idea because they feel they are already paying good or even great compensation for these people to do the work they were hired for.That’s all well and good however when one department or division is behind on something, many times this can impede the growth or forward progress in one or more other areas
Why use the Free Booklet Giveaway?
With this you can give your prospective clients what they want INFORMATION. Then they can make an educated decision and more than 50% of them are going to choose YOU. Because you were the one contractor who took the time to educate them.
Ok. You just ran an ad in the newspaper and that ad cost you $160.00 and you have 8 people call. Those eight people cost you $160, or $20 each. They have cost you a lot. So collect and keep those names for more mailings'?
You need to go keep in contact with these prospects at least once a month. Some contractors even feel these new callers are a nuisance. Don't get to be that way!
Mail them your free booklet? The prospects that have contacted you are shopping for heating & cooling. Don't let them get away!
If you are currently collecting names of these type of prospects, good for you. If you're not, you must start. These prospects are qualified people - you couldn't buy this list of names from anyone. It is very important to your company's continued growth that you collect them.
These people might not decide to buy today or tomorrow, but they might come back next week or next month. You need to continue mailing to them until they use your company.
Remember
A great two-step ad is carefully worded, with only two reasons to exist:
- To create interest or curiosity in the reader
- To prompt her toward taking an action.
That is the essence of step one in a two-step mail order promotion.
In your ad you will promise the reader a "free report" in exchange for her mailing address.
There are two basic reasons why prospects don't buy from you:
#1 They don't need what you are selling.
or
#2 They don't believe what you tell them.
Your prospects already have overcome #1 because they called you (we will teach you later how to get more prospects to call), now you need to overcome #2, make them believe.
Don't feel that your prospects aren't very important because they haven't bought anything. These prospects are like money in the bank just waiting for you to make them believers.
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a Small Ad
Once again, a two-step advertisement has one purpose only - to create interest or curiosity in the reader, and prompt her to take a desired action. That action is, of course, to contact you for further information. Selling is not the issue at this point.
Rule 2 - Advertise Benefits and Solutions
Many experienced two-step marketers say the product or service itself should never be directly mentioned in the text of the ad. Instead, the ad should only convey benefits the reader can gain, or possibly a solution to a defined problem.
Rule 3 - Convenient Contact
Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (your address, your telephone number.)
Rule 4 - Follow Up for the Sale
Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending on multiple follow up contacts to close sales and render a profitable campaign.
Rule 5 - Test Your Ads and Track the Results
It's important to track the results from each ad you run. The pulling power of one ad will fre
On April 21, 2005, a new Health Insurance Portability and Accountability Act (HIPAA) security rule went into effect. The requirements of this rule, which are basically information security best practices, focus on the three cornerstones of a solid information security infrastructure: confidentiality, integrity and availability of information.The HIPAA regulatory requirements encompass transmission, storage and discoverability of Protected Health Information (PHI). Given the widespread use and mission-critical nature of email
Mail them your free booklet? The prospects that have contacted you are shopping for heating & cooling. Don't let them get away!
If you are currently collecting names of these type of prospects, good for you. If you're not, you must start. These prospects are qualified people - you couldn't buy this list of names from anyone. It is very important to your company's continued growth that you collect them.
These people might not decide to buy today or tomorrow, but they might come back next week or next month. You need to continue mailing to them until they use your company.
Remember
A great two-step ad is carefully worded, with only two reasons to exist:
- To create interest or curiosity in the reader
- To prompt her toward taking an action.
That is the essence of step one in a two-step mail order promotion.
In your ad you will promise the reader a "free report" in exchange for her mailing address.
There are two basic reasons why prospects don't buy from you:
#1 They don't need what you are selling.
or
#2 They don't believe what you tell them.
Your prospects already have overcome #1 because they called you (we will teach you later how to get more prospects to call), now you need to overcome #2, make them believe.
Don't feel that your prospects aren't very important because they haven't bought anything. These prospects are like money in the bank just waiting for you to make them believers.
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a Small Ad
Once again, a two-step advertisement has one purpose only - to create interest or curiosity in the reader, and prompt her to take a desired action. That action is, of course, to contact you for further information. Selling is not the issue at this point.
Rule 2 - Advertise Benefits and Solutions
Many experienced two-step marketers say the product or service itself should never be directly mentioned in the text of the ad. Instead, the ad should only convey benefits the reader can gain, or possibly a solution to a defined problem.
Rule 3 - Convenient Contact
Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (your address, your telephone number.)
Rule 4 - Follow Up for the Sale
Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending on multiple follow up contacts to close sales and render a profitable campaign.
Rule 5 - Test Your Ads and Track the Results
It's important to track the results from each ad you run. The pulling power of one ad will fre
In dentistry as with any other profession is it important that you know what your clients think of you and why they came to you. You need this information so that you can devise a marketing campaign to bring in more patients like those that patron you often already. You can’t just assume that you know what they think. Because you have been in business 20 years you may have some idea; this is true. But you would be surprised at the number of dentists who think they know their patients so well only to find out after surveying them t
- To create interest or curiosity in the reader
- To prompt her toward taking an action.
That is the essence of step one in a two-step mail order promotion.
In your ad you will promise the reader a "free report" in exchange for her mailing address.
There are two basic reasons why prospects don't buy from you:
#1 They don't need what you are selling.
or
#2 They don't believe what you tell them.
Your prospects already have overcome #1 because they called you (we will teach you later how to get more prospects to call), now you need to overcome #2, make them believe.
Don't feel that your prospects aren't very important because they haven't bought anything. These prospects are like money in the bank just waiting for you to make them believers.
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a Small Ad
Once again, a two-step advertisement has one purpose only - to create interest or curiosity in the reader, and prompt her to take a desired action. That action is, of course, to contact you for further information. Selling is not the issue at this point.
Rule 2 - Advertise Benefits and Solutions
Many experienced two-step marketers say the product or service itself should never be directly mentioned in the text of the ad. Instead, the ad should only convey benefits the reader can gain, or possibly a solution to a defined problem.
Rule 3 - Convenient Contact
Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (your address, your telephone number.)
Rule 4 - Follow Up for the Sale
Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending on multiple follow up contacts to close sales and render a profitable campaign.
Rule 5 - Test Your Ads and Track the Results
It's important to track the results from each ad you run. The pulling power of one ad will fre
TO: All Parents [and Employers and Managers]From: Your Child and/or EmployeeDate: The present timeRe: Don't Spoil me; Teach Me1. Don't spoil me. I know quite well that I ought not to have all I ask for. I'm only testing you.2. Don't be afraid to be firm with me. I prefer it; it lets me know where I stand.3. Don't use force with me. It teaches me that power is all that counts; I will respond more readily to being led.4. Don't be inconsistent
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a Small Ad
Once again, a two-step advertisement has one purpose only - to create interest or curiosity in the reader, and prompt her to take a desired action. That action is, of course, to contact you for further information. Selling is not the issue at this point.
Rule 2 - Advertise Benefits and Solutions
Many experienced two-step marketers say the product or service itself should never be directly mentioned in the text of the ad. Instead, the ad should only convey benefits the reader can gain, or possibly a solution to a defined problem.
Rule 3 - Convenient Contact
Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (your address, your telephone number.)
Rule 4 - Follow Up for the Sale
Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending on multiple follow up contacts to close sales and render a profitable campaign.
Rule 5 - Test Your Ads and Track the Results
It's important to track the results from each ad you run. The pulling power of one ad will fre
Resume Writing doesn’t have to be a solo gigResume writing can be the bottleneck to advancements in your career. If you find yourself getting writer’s block consider getting help. You can find experts who have written hundreds of resumes; they can help you, too. A good first place to look for help is online job search sites such as career builder or monster.com.Get help writing resumes that will get you hiredThere you’ll find a number of expert writers who can provide you critiques as well as do-overs for resum
Rule 3 - Convenient Contact
Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (your address, your telephone number.)
Rule 4 - Follow Up for the Sale
Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending on multiple follow up contacts to close sales and render a profitable campaign.
Rule 5 - Test Your Ads and Track the Results
It's important to track the results from each ad you run. The pulling power of one ad will frequently outweigh all others by virtue of a few simple word changes.
Please understand that this kind of marketing is a percentage game. You need to get a "X" amount of leads to convert a percentage of your prospects into clients. Once you realize that you need 100 prospects to get 5 new clients, you're on your way. Then you know it takes 200 prospects to get 10 clients. This is what every contractor should know - but they don't.
This is what a good marketing system is all about. Knowing what it takes to get new clients. A proven system that always works day in and day out.
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