Submitted by: Travis A. Lee
Message to Market Match means you’re matching what you’re selling, the media you’re selling it through, and the words you write to very precise and targeted prospects.
When I say media, I’m talking about the format, and appropriateness for the task you’re trying to accomplish. For example, a retailer sending a ‘stand-alone’ postcard who’s holding an event in the mall is probably OK. If you’re sending a ‘stand-alone-postcard to doctors about advanced laser equipment they should have in their practice…that’s BAD!!
I’m not saying the postcard doesn’t have a place in your marketing to the doc’s for laser equipment. It may very well have its time and place. But to expect a postcard to do the heavy lifting is not smart.
Second, you want to start with people you already understand, and for the vast majority of you that will be your niche. For example, I write to other business owners and salespeople who obviously are interested in growing their business with direct mail and doing it creatively (or why else would you be getting this)! I know and can speak our language, can identify with you, and thus can make a stronger connection with my copy. The same should go for you, when writing to your own niche. The good news is you can get a very good response with just OK copy if you make sure you’re sending it to a highly targeted list.
So how do you go about creating a highly targeted list? The best recipients of your marketing, in order, are (with more on each below):
Your in-house list of past and current clients
Endorsed lette
A lead-generated list
The ‘unwashed’ masses
Your in-house should be your #1, more responsive, most profitable ‘list’ and one you should not ignore. So much marketing focuses on getting new clients. But what’s often overlooked is the marketing you can do to get MORE out of your CURRENT clients. Quite frankly, most business owners don’t spend nearly as much time as they should trying to get their current clients to spend more with them, and that’s a HUGE mistake.
An endorsed letter is another very under-used direct mail approach. These are similar to ‘influencer’ letters, but on steroids. In an endorsed letter you have a “champion” of yours, someone who sings your praises, send a letter on his letterhead, from him, to prospects who know and respect him, but do not (yet) know you, or, he writes the cover letter that is included with your letter, brochure and sales material endorsing you as the business to choose.
With lead-generation, all you’re doing is getting your prospect to raise their hand, and say, “Yeah, I might be interested in what you’re offering.” Then you’re able to put them in your marketing funnel (a whole other topic for another day).
Most advertising and marketing you see on a daily basis is what we call one-step marketing. In fact, most of the “institutional” and “Madison Avenue” marketing you see is one-step. Its only job is to get a sale right then and there.
There are certainly some drawbacks to this. First, you’ve got to be there at the exact right moment, when your prospect is hot and bothered about what it is that you sell. It needs to be perfect timing. Research has shown that only about 20% of the people who are even interested in your business, are ready to “Buy Now!”
Lead generation marketing is the ultimate ‘pull’ marketing strategy. It allows people who are interested in your product or service to pull information for themselves about you and your business, rather than the usually ‘push’ marketing that you usually see. Almost all “Madison Avenue” marketing is push marketing.
What you need for prospects to ‘pull’ information from you is great bait, or a lead generation magnet. This is something that your prospects request from you. They come in many forms, but the most typical is free information about your niche. They can include:
White Papers
Free Reports, such as:
“The 7 Questions You Must Ask…”
“9 Secrets They Don’t Want You to Know About…”
Free Recorded Messages
And other types of gifts appropriate for your niche
About the Author: Travis Lee is Vice President of Marketing for 3D Mail Results, He helps direct mail marketers increase their return on investment with creative, unique and clutter busting 3D mail products and grabbers.Get your free catalog today at
3dmailresults.com
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Source:
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