Is a Direct Marketing Opportunity For You?

What Does It Look LikeMore than ever before the direct marketing opportunity looks like one of the best choices for aspiring or seasoned entrepreneurs. New products and services keep popping up all over the world. The international market is available to buyers and sellers. Marketers are in demand and direct marketers are leading the charge.The companies that are doing the best are taking care of the self employed business owners who are moving their goods. Marketing and advertising has always been a necessary business expense. By using the direct marketing method more of that expense is landing in the hands of entrepreneurs.When direct marketing or network marketing is used, companies that produce or warehouse goods are done. They have no need for developing expensive advertising campaigns or building stores. Independent home business owners directly market and sell to the consumer.Trekking Through CyberspaceMy many mentors, friends, colleagues and business associates utilize the internet to run very successful businesses. They teach and train online, hold meetings online, buy, sell, track and communicate from desktops, laptops or cell phones while making money online.The world-wide-web not only opened international markets, but put the international market into the back pocket of any entrepreneur with a desire to generate true wealth. Day by day the tools keep getting better and the marketers more clever.An aspiring entrepreneur can have a new online business up and running in a matter of hours depending upon the company or product. Part time home business enthusiasts can build web sites or web stores to sell almost anything. Creative individuals with their own intellectual products can do the entire business from start to finish with nothing more than a computer and an internet connection.And They’ll Just Keep ComingNeighbors and friends will surely notice significant lifestyle changes taking place around them. The direct marketing opportunity isn’t going to be overlooked because whenever people see others getting something they’d like, they ask questions.’How did you do that?”Was it hard?”Where do I sign up?’And of course the obvious question, ‘Is that your new car?’The truth is that new cars aren’t even on the radar for direct marketers who seek financial freedom. They desire more than a lifestyle for themselves; they want this for their children. Financial independence is more accessible to the entrepreneur than any other class of people.As we prosper in life, family and friends notice. We become more self confident, more assured. We have more to offer and more often.Discovering The PotentialLearning about the direct marketing opportunity expands the capabilities of home business owners. The techniques and skills acquired have practical applications in many other endeavors including non-profit interests. The potential to make large sums of money teaches us how to raise funds for charities.When everyone benefits from a transaction, the direct approach seems natural. Societies thrive when everyone gets what they’ve worked for. Having a satisfactory outcome in personal and professional engagements is a rewarding experience; an outstanding outcome is awesome.

How Dentists Can Profit From Direct Mail

Direct Mail is a powerful tool when used properly, but beware sloppy direct mail can do more harm than good. Dentists don’t use direct mail as effectively as they could in many cases. There are a few essential rules for successful direct mail. Below I have listed some action points to ensure your direct mail campaigns work effectively.

1) Set up a good database

There are some very cost effective pieces of software around these days which are easy to use for managing databases, many practices have complete client management systems, but do make sure you have a system where by you can update and target specific groups of people.

Not having a decent database is criminal in any business. This is the most cost effective and personal way of marketing to your clients and prospects.

Without it your business will also be worth a lot less if you ever want to sell.

2) Test and measure everything

This is the only way to determine whether your campaigns are successful and should be rolled out on a larger scale. You should start testing a new Direct Mail campaign with a small number. Depending on the size of your business this may be a few hundred or several thousand.

3) Mail your existing clients

These people are important, keep in contact with them. Use their names and make the letter feel personal maybe even mention the last treatment they had so they feel you know them.

4) Always include a letter with a brochure

Statistically a letter with a brochure has been shown to improve the response, but follow the sales letter principles below to ensure a good response.

5) Talk about your clients needs

The first thing people will read in your letter is the headline so don’t make this about you, make it about them and fulfilling their needs.

6) Benefits

Which brings us on to – Make sure that your mailings focus on the benefits that your clients will get from buying your product. You can include the features but tell them what they will get out of your service.

7) P.S and Coupons

Test P.S and coupons in your mailings both have been shown to give higher response rates, but remember don’t change other aspects of the mailing at the same time or it will skew your results

8) Don’t just mail once

If you get a good response from a mailing repeat it, people are likely to respond again.

9) The Value of a client

Look at the life time value of a client – If you target new clients and your average client spends £1,000 over their lifetime with you, a mailing costs you £500 and get’s you 2 new clients the average you’re likely to generate from those 2 clients is £2000 this is a 400% return on your investment, not bad!

10) Use mailings to build relationships

A mailing does not have to sell something directly it can be a Thank you letter or a Client Satisfaction Questionnaire but make sure it builds your credibility with your client.

Maximize B-To-B Lead Generation With a One-Page Direct Mail Letter

When generating high-quality B-to-B (business-to-business) leads, your goal is to get people to raise their hand and say they are interested in your product or service. You do this by offering prospects information, a premium, or other incentive to respond.

Consequently, many companies spend thousands of dollars creating glossy four-color or dimensional mailers in an attempt to get the attention of prospects – and then wonder why response is so poor. And yet, the secret to increasing B-to-B response is so simple, many people can’t accept it. What is the secret?

A “plain” #10 business letter.

“Nah! A plain #10 business letter to maximize B-to-B lead generation?” “You’re kidding, right?” “Everyone knows creative is king.” “Not so,” says expert B-to-B direct marketer Liz Taylor of Liz Taylor Marketing. “Testing has consistently proven a one-page business letter with a compelling offer out-performs a glossy self-mailer by 100%.”

One reason one-page letters are so effective is because they appeal to the target audience. Says Taylor, “Think about it. If you’re selling high-end products with long sales-cycles and/or multiple decision makers, your audience is most likely decision makers or people in management who are strapped for time. You have seconds to tell them what they need to know. A one-page letter respects their time and their intelligence.”

Reduced risk.

One page letters also reduce financial risk for marketers. For example, testing is the heart of the direct mail process. Without it, marketers have no idea if another offer, a different list, or a slight copy change will generate better response. One-page letters allow B-to-B marketers a fast and cost-effective way to test these components. It doesn’t take a rocket scientist to understand testing various versions of a four-color mailer can be cost-prohibitive.

Bob Derr, director, Industry Marketing for Microsoft Business Solutions, concurs. “We always strive to make our budget work as hard as possible. Creative executions simply consumed too much budget and time and were never able to beat our control package (standard business letter). Even with increased budget, we stick to the business letter control because it is a consistent winner.”

This is not to say creative isn’t important. Indeed, it takes a great deal of creativity and excellent writing skills to say what you need to say in one page. And, creative is especially important for follow-up response. Once you’ve qualified your B-to-B leads, then you send them the snazzy dimensional mailing or glossy four-color brochure. You’ll not only save money, you’ll also know you’re sending the right information to the right prospect.

Keep your audience in mind.

The most effective letters offer prospects information, a CD, or other high-value premium and they allow prospects to respond – instantly. When writing direct response letters, keep in mind the following:

* Don’t entertain your reader. Keep your letter short and to the point. Your reader wants to clear through her mail fast.
* Keep response forms simple. Make it easy for your reader to respond by asking only a few questions. Allow various methods of response including fax, postal mail, online, or a toll-free number.
* Don’t include a brochure. Testing has shown that anytime anything is added to a business letter mailing, response goes down.
* Keep the envelope professional looking. A “live” stamp or indicia and a laser printed address (versus a label) can improve response.
* Use envelope teaser copy with care. Teaser copy, while effective for consumer marketing, can work against the B-to-B marketer as it says to the reader, “Throw me away.”
* Use simple language. Use compelling, easy-to-understand language to spell out your offer and its benefits.