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5 Ways of Using Direct Marketing
by: William Dupree
Direct marketing is the best way to attract and obtain clients.
Direct marketing is attractive to many marketers because in most cases its
effectiveness can be measured directly. For example, if you were to send
out one thousand solicitations by mail and you receive seventy responses,
then you know that the mailing led to a seven percent response rate.
Any medium that you choose to use to communicate directly to your prospects
is being employed in direct marketing. These 5 methods are examples of direct
marketing that you can use to obtain prospects and increase sales for your
business.
Direct mail
One of the most commonly used mediums in direct marketing is direct mail.
Direct mail allows you to design marketing pieces in many different formats.
Direct mail can include envelope mailers, catalogues, self-mailers, snap
mailers, dimensional mailers, brochures, and postcards. When you write your
direct mail piece make sure you know your target market, and how you are
going to appeal to their wants and needs. Write your objective and refer
to it often. Don’t lose sight of where you want to go with the piece
that you are writing. You can purchase a mailing list of businesses and services
in your target market from a list company, or you can develop your own list
by gathering email addresses on your web site.
Telemarketing
Telemarketing is a direct marketing sales technique that has the advantage
of speed in a marketing campaign. When you are a conducting a telephone
solicitation you should first introduce yourself then offer an incentive
in solving a problem that you know exists (to do this would require you to
do some research on the business or what individuals would be looking for
in your product). Ask question that you know will lead to a yes answer (keep
prospects on phone answering yes to your questions). Describe your product
or service and how it solves the client’s needs. Ask if they have any
questions. You now can ask for a face to face meeting, or to get permission
to send information via mail or e-mail, or make another brief follow-up call.
If unavailable, ask what would be a good time to call back.
E-mail
The most common medium today for direct marketers is e-mail because of its
low cost, and because customer responses can be generated rapidly. You must
understand that the internet is a different medium. The copy that worked
for you in postal mail will not on the internet, not as e-mail. In e-mail
copywriting, the subject is the headline, you must write succinct headline-3
to 5 words. Your subject determines whether your e-mail gets read or not.
Next, make it personal. People on the internet want personal notes. Next,
get to the point keep it short and simple. Next, give them an incentive to
act by giving them a reason to buy now. Next, include a call to action to
tell people what you want them to do. Don’t leave them wondering what
to do next. Next, drive people to your web site (don’t try to close
the sale in the e-mail). Next, build relationship with your clients. Listen
to their want and needs. Treat your clients like you would treat yourself.
Next, you must follow through on your promises that you made to your client.
Do what you said you were going to do.
Direct response
In direct response marketing the customer responds to the marketing message
directly. An example, of this would be infomercials, where prospects view
a television presentation of a product offering, and can make a purchase
with a credit card over the telephone or internet. You can use communications
in magazines, newspapers, radio, e-mail, and direct mail to solicit a response.
For example, order forms or coupons in magazines and newspapers to purchase
products, or receive discounts on products are techniques that have been
used very successfully in increasing sales. These same offers are distributed
by e-mail and tell and toll-free numbers, which in today’s marketing
world, is more economical and faster.
Personal selling
Making personal sales calls on prospects is another technique of direct
marketing. You should first conduct research on the companies, or the target
prospects that you are trying to sell your product or service too. You can
also buy a list from a reputable list company. If you take this route make
sure that you have complete information on your target market. When making
a personal sales call you must write a sales presentation before hand. This
presentation should be written to fit the needs and desires of the prospect
that you are presenting your product too. Your presentation should provide
clear examples, or even demonstrations of how your product or service will
accomplish this. Your presentation should contain more that just one way
your product can be of service to your prospect. You must also be prepared
to handle objections and questions that the prospects will have.
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About The Author
William Dupree is the owner of I.M.P.S. (Interactive Marketing & Promotional
Solutions Inc.)
(www.intmktprosol.com)
a sole proprietorship marketing firm located in New York City that specializes
in developing interactive marketing strategies for small businesses. Prior
to founding I.M.P.S., Mr. Dupree was a senior partner at E.D.L. Marketing
for twelve years. Before joining E.D.L. he worked for Diamond Marketing Group
where he developed personal sales strategies, product planning, event planning,
and created interactive marketing strategies for an assortment of small
businesses.
Jasper103158@aol.com
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